NUTRALYS® pea protein

Group Members:

McKenzie Coyne, Mio Manta, Ramya Meenakshisundaram,

Nia Parker, Sashanique Thompson

Executive Summary

Pea protein, which is made from peas, is rich in amino acids like soy protein, has no

worries about allergies like whey protein, and is attracting more people's attention

especially veganists. Is. Pea protein started getting more attention as a plant-derived

protein with new potential. The issue of this product is that this product is not

well-known yet so we need to PR and advertise about pea protein so that we can get

more customers who are interested in healthy life. Our target is anyone aged 3 and up

who is trying to maintain their weights, gain muscle, and keep their healthy lifestyle. Our

main targeting area is North America, Asia, and Africa. North America is the biggest

market, Asia is the fastest growing market, and Africa is in need of high nutritious

products. The estimation of the start up budget would be $10,000 which includes

PR/advertisement fee, rent and interior construction cost, utilities expenses,

depreciation, communication cost, taxes, and salary to employees.Expected outcome is

$6 million in revenue and $1 million in operating profit.

Table of Contents
Product Statement

“NUTRALYS® pea protein is obtained from the yellow pea. It’s a trusted, competitive and

unique solution for standard and specific nutritional needs: gluten-free, meeting special

sports and senior requirements, weight management objectives, balanced daily food

needs, especially vegetarian”

https://www.roquette.com/featured-ingredient-food-vegetal-proteins-nutralys-pea

Situation Analysis - External Environment

- Industry Trends

The pea protein market is segmented by geographic, type, form, and

applicability. The different types include protein isolate, protein concentrate, and

textured protein. The form segment is divided into dry textured and wet textured protein

based on their extraction form. These different forms are what allow for the protein’s

versatile applicability as meat extender and substitute, nutritional supplement,

beverage, snacks, bakery purposes, and even pet food. The global Pea Protein Isolate

market is valued at 496.9 million US$ in 2020 is expected to reach 1287 million US$ by

the end of 2026, growing at a CAGR of 14.4% during 2021-2026.

The current trend impacting the Global Pea Protein market is a spike in

environmental and health conscious behavior in consumers. Growing demand for

gluten-free products, rise in protein consumption and lactose intolerance concerns

should stimulate market growth. Moreover, its nutritional profile, containing all amino
acids, high in fibre and protein content, as well as being economical, has led it to be a

staple in many public schools in North America because they are using textured

proteins as a food source in the breakfast and lunch programs.

Furthermore, people are seeking an alternative to meat protein to either lead a

more balanced diet or cut out meat and animal products from their diets completely,

which is defined as veganism. Due to the vegan lifestyle’s recent endorsement by

celebrities, influencers, activists and so forth, it has become a popular trend and

consumers have been shifting demand resulting in many industry changes. The lack of

protein from their diet makes plant protein a necessity good for people leading this

lifestyle. “The textured pea protein segment is estimated to be the fastest-growing type

due to its application as meat analogs, extenders & substitutes in Hamburger, ground

meat, stuffing, sausages, vegetarian products, Bolognese sauces, pizza dressing, and

nuggets.”

The global market is analyzed across North America, Europe, Asia-Pacific, and

LAMEA. As for market size, North America is the largest , most voluminous market

followed by Europe. The Asia-Pacific region, however, is the fastest growing market due

to increasing health conscious behavior and western influence amongst Asian-Pacific

consumers. In North America, popularity is mainly due to rising concerns in

Competitive Trends- Brand competitors

GNC Live Well:

 GNC makes a multitude of products with different ranges but their post popular

products are their workout related protein blends. Each of their protein powder blends

are formulated to have specific goals to match customer tastes. Their website, which is

organized by the Department, categorizes their powders by : Vitamins and

supplements, superfoods and green foods, protein, weight management, performance,

beauty and skin care, herbs and natural solutions, food and drink, and digestion.

Although not completely made custom for the consumer, their website makes quizzes

available to help filter out products and find products that would fit the customer’s goals.

Their two main product lines are GNC Amp powders, and GNC Total Lean powders.

The GNC Amp powders are targeted towards people who work out and are looking to

gain weight and muscle to bulk up. Products are packaged in black and red coloring and

appeal more to men, although they sell a few powders for women. The GNC Total Lean

powders are made for those who are looking to lose weight. The packaging on these

products are more light blue and have bright colors. These products are targeted more

towards women. GNC has a wide target consumer base, and makes products designed

for all age groups and people with a variety of goals. They have mixes designed for

children, growing teens, men with goals of health and wellness or muscle bulking, and

women for weight loss or health and wellness. One of GNC's main strengths is that they

sell in both online and physical stores in the US and dont have partnerships with any

other vendors . Physical GNC stores have personnel that have product knowledge and

are able to listen to customer goals to help them pick a powder that is best suited for

their needs. One of the company's main weaknesses is price. The products are all
relatively expensive, especially if the consumer is not part of their membership program,

so if a customer is not a member, they are less likely to purchase a GNC product.

Powders can range anywhere from around $35 to $70 for more premium blends.

https://www.gnc.com/

Garden Of Life

Garden of Life is a brand that sells only protein powder mixes. They sell six lines

of proteins that are categorized by the demographic the customer falls under. These

categories are mainly related to diet and are formulated for athletes, vegans, people on

paleo diets, or have food allergies and sensitivities. They also have a doctor formulated

CBD-THC line that includes hemp extracts. The main marketing point of Garden of Life

is that all of the products are fully organic, and are ingredients are traceable and

ethically sourced which is shown through their slogan “ #1 brand in the natural products

industry”. They emphasize three main points. 1. Their products are USDA organic, and

95% or more of their ingredients contain certified organic content. 2. Their products are

non GMO verified and held to standards set by industry experts. 3. They are B-Corp

certified, meaning they meet the highest standard of overall social and environmental

performance in production. They market products through lifestyle blog posts located on

their website that include meals and recipes that cater to their target consumers. They

also market through social media platforms like Instagram where their feed contains

health and wellness tips and recipes that include their protein powder blends and other

products. Garden Of Life markets towards the consumer base that is very health
conscious and focused on ethics of their products. Because of this target market, their

aim is to build brand loyalty and use these points to differentiate themselves from other

competitors. The fact that their products are ethically sourced and easily traceable is a

big strength for the company. Their website makes it very easy to learn about their

company and how they make their products, which is their biggest selling point.

However, one thing their website lacks is a quiz or interactive experience that allows the

customer to have a more personalized experience. Also, they partner with physical

store vendors like GNC, the Vitamin Shoppe, and Walmart to make their products more

accessible. One of their weaknesses is that the website caters more to women. Most of

the products sold through their website are made only for women or children, which

means they sell to a very specific target market. Of their entire site they only sell two

products for men, and neither are protein powders.

https://www.gardenoflife.com/content/

Muscle Milk

Muscle Milk is a brand that focuses on the same target market as GNC. They

market towards the population that is health conscious and are regular gym goers who

want to build their bodies. The brand itself offers three main products, their protein

powders, protein bars, and ready to drink packages. The protein powders are sold in

categories by the customer demographic and what they are looking for. The first

category is Genuine protein powders which are meant to be used within an hour of

working out to build muscle and recover, but can also be used before going to bed for
the same purpose. Other categories are their 100 calorie proteins, the Muscle Milk pro

series, Coffee House Proteins (meant to energize the customer in the morning or for an

afternoon pick me up), Gainer powders (for those seriously looking to bulk muscle), and

whey powders. Last but not least is their Collegiate series, protein powders made

specifically for college athletes. This product represents one of their biggest strengths,

as they are targeting the student athlete population who will likely continue use of

Muscle Milk after college. This product also allows them to partner with colleges to bring

the product to student athletes.

(Map from MuscleMilks website)

MuscleMilk is also sold both online through their website, but also through other

online vendors like Amazon, as well as physical stores like Target, GNC, and the

Vitamin Shoppe. The Muscle Milk website also provides space for customers to enter

information about their lifestyle and fitness goals so products can be recommended.
This allows the consumer to have a personalized experience without having to talk to a

sales representative. A weakness however, is that their products are only really

advertised to those who live a really active lifestyle, and there are no products that help

people who are looking to lose weight. Muscle Milk products are mainly for muscle

building, energy, and workout recovery.

https://www.musclemilk.com/

Optimum Nutrition

Optimum Nutrition is one of the most popularly purchased brands of protein

powders, and ranked top ten amongst numbered lists of the top protein powders brands

of 2020, including the ranking put out by MensHealth.com. They are a clear market

leader in sales of protein powders, representing 42% of online protein sales.

https://finalstepmarketing.com/wp-content/uploads/2016/11/Fitness-Supplement-Market-

Study.pdf

Optimum nutrition targets the demographic of heavy lifters and regular gym

goers who are looking to build and tone their bodies, as well as athletes. Their products

are categorized by multiple filters. A customer could choose to purchase based on

ingredient/ type of protein, the time by which it should be consumed (pre vs post

workout), and fitness goals (weight gain vs weight loss). On their website, Optimum

Nutrition markets their products as being award winning, and have a lot of videos that

showcase fit athletes using their products to convince potential customers of its

effectiveness. Their most featured ad, titled Optimum Nutrition Proven, showcases

regular unknown people working out and recovering with Optimum Nutrition products.
These people are both men and women coming from a variety of sports. They focused

on staying away from celebrity endorsements for this campaign in order to appeal more

to everyday people to show the effectiveness of their products and why it's the best

selling protein powder. They also include videos of doctors the company works with to

ensure their products are healthy and effective on the body. Products on the website

have an athlete's reviews section to give customers further reason to purchase the

product and differentiate themselves from other competitors. Products are also

advertised on social media platforms like Instagram (667K followers), where they post

pictures and videos of athletes with the products.Optimum Nutrition products can be

purchased online through their website as well as on Amazon, but can also be

purchased physically in stores such as Target, Walmart, GNC, and the Vitamin Shoppe.

The biggest strengths of Optimum Nutrition is that they can boast they are the best

selling protein powder. The fact that they focus their marketing tactics on showing a

diverse group of athletes training with their products allows for more customers to relate

to the people they see in the ads. Because of this, their product targets both younger

and middle aged fitness enthusiasts, as well as both men and women. Their weakness

is that they don’t make products that are vegan, which eliminates the growing market of

people who follow a vegan diet.

https://www.optimumnutrition.com/en-us

https://www.menshealth.com/nutrition/g19547347/best-whey-powder-review/
Vega

Vega is a company that specializes in vegan protein products and focuses on

emphasizing plant based nutrition. Their products main goal is to make sure people that

have vegan diets still get the full balanced nutrition their bodies need. They include

three main selling points for why customers should make the switch to plant based

protein which are: 1. Better for health, 2. Better for the planet, and 3. Better for

performance. These three points, especially the point about plant based protein being

better for the environment, makes their company appeal to health, environmentally, and

ethically conscious consumers. These products are also marketed to be more premium

products with pricing starting at $30 and ranging as high as $86 for the higher level

sports protein. Vega has put a lot of emphasis on marketing through social media and

blogs. They market thoroughly through all social media platforms ( Instagram,

Facebook, youtube, pinterest, and Twitter). This allows them to target a variety of age

demographics, as well as provide different formats for educatucating potential

consumers on their products. Through these platforms they post information on their

programs, recipes and ideas for product use, as well as more information on the ethical

sourcing of their ingredients. Another way they market to the ethical consumer base is

through their donation efforts. They bold on their websites and blogs that they have

donated over 1.2 million pounds of their own products to food banks across the US and

Canada, as well as countless volunteer hours from their customers and employees.
https://myvega.com/pages/giving-back

One of the incentives for customers to purchase Vega products is through joining

their membership program. This program gives consumers 20% off all purchases, as

well as further discounts on specific products. This program utilizes member emails to

target customers with specific ads on products they might want to purchase based on

previously purchased items from their site. The strength of Vega protein powders is the

fact that they are fully organic and make sure all of their products are ethically sourced.

Another strength is their social media following which enables them to promote their

products, programs, and donation efforts for potential customers to see. Their weakness

is that they do not promote products to active gym goers, who represent a big chunk of

the market that purchases protein powders.

https://myvega.com/pages/vega-plant-co-op