Appinio x Isostar

Defining the next generation of sports nutrition consumers

With a combined quant and qual approach, Isostar gained a deeper understanding of who the next generation of athletes are, and what they really want.
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Isostar brand audit: depth instead of assumption

Isostar – part of the Nutrition & Santé Group – is a well-established sports nutrition brand operating in an increasingly crowded market. Smaller, more agile competitors are entering with new formats and fresh positioning, particularly in specialist channels. 

 

The challenge: how to keep evolving, keep attracting new customers and stay relevant to the next generation of dedicated athletes.

 

Instead of relying on existing assumptions about their core audience, Isostar partnered with Appinio to run a brand audit that combined the scale of quant with the depth of qual.

Brand industry

Sports nutrition

Markets

France

Method

Brand audit

Target group

Sports enthusiasts

Setup

30 questions

Participants

N=800 respondents

The challenge

In recent years, the competitive landscape of the sports nutrition industry has been evolving. Smaller brands are entering the market, offering modern, dynamic products with innovative formats.

 

Isostar was historically positioned to address “performers” (intensive sportspeople) and their nutritional needs.

 

The challenge for the brand was to find out how to keep evolving in the changing landscape and keep attracting new consumers, especially through specialist channels



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Real results that go a long way

  • Redefined brand positioning and key target group

  • Developed arguments to increase distribution in specialist channels

  • Set the direction for future innovations

"This was our first collaboration on this type of study. We are very pleased with the work that was done. It accurately captured our key challenges, and the quality of both the analysis and the reporting provides real added value."

Marine Salaun

Consumer Insights Manager

 

The Appinio approach

To understand the needs of sports nutrition consumers, and the expectations and perceptions of key players in the market, Appinio's consultants suggested a quant and qual at scale methodology. 

 

We ran the study in France among 800 sport enthusiasts, with a specific focus on purchase channels. This 30-question survey was a mix of closed-end questions to measure usage, knowledge and preference levels between brands, and open-ended questions with AI probing questions, to deep dive on spontaneous perceptions and an evaluation of brand assets.

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"Blending the depth of qualitative insights with the scale of quantitative research has long been the ultimate goal in market research. Today, AI makes this hybrid approach a reality.

 

Appinio provides a controlled framework for AI integration, empowering our consultants to deliver even sharper, more impactful strategic recommendations for our clients."

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Emilie Faget

Key Lead Account Manager, Appinio

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