Holland & Barrett refreshes sports nutrition category
Health food retailer Holland & Barrett is refreshing its sports nutrition category with the launch of 60 new products in its stores this month.
As part of a range review, USN, Kinetica and PWR will all see products listed throughout parts of Holland & Barrett’s retail estate.
The new products include USN’s Diet Fuel ready-to drink shake which will initially be available in over 400 stores, and a trial of Irish brand Kinetica’s full range in selected larger stores.
New ranges of bars from Optimum Nutrition and PHD will also be listed in selected stores.
The category refresh brings the total number of sports nutrition brands sold in Holland & Barrett to more than 25.
Following a successful trial earlier this year, Holland & Barrett is set to launch revamped in-store merchandising units for sports nutrition as it looks to move away from traditional brand blocking to positioning products by customer needs, including energy, muscle building and lean definition.
Kyle Rowe, group trading director at Holland & Barrett’s parent company NBTY Europe, said: “In a constantly evolving market we are always refreshing our range to meet shifting customer demand.
“The growth in volume sales is coming from grab and go products like protein bars and ready to drink shakes, and with such a strong high street presence this is a trend that we are keen and well placed to capitalise on.
“Strong NPD drives this growth and we’re pleased to be working with USN, Kinetica and PWR to bring their new products to market.”
Data from NBTY Europe shows that volume sales in the sports nutrition category grew 4.4% year-on-year during the first six months of 2014 following a plateau in sales in 2013 following the introduction of VAT on sports powders.
Additional research from market researchers TGI last year shows that the largest consumers of protein products are now aged between 15 and 24.
