Three new brands will launch into leading UK health food retailer Holland & Barrett’s sports nutrition category this month. As part of a range review, market-leading brands 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, plus a full range from Irish brand Kinetica being trialled in selected larger stores.
New ranges of bars from customer-favourite brands Optimum Nutrition and PHD will also be listed in selected stores.
The category refresh will see USN reinforce its presence in Holland & Barrett stores after an absence of a year. It 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. This ‘moves 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.”
Kyle continued, “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 showed that volume sales in the sports nutrition category grew 4.4% per cent year on year during the first 6 months of 2014. This followed a plateau in sales in 2013 following the introduction of VAT on sports powders.
Additional research from market researchers TGI last year showed that the largest consumers of protein products were now aged 15-24.
