Myprotein: Breaking stereotypes and empowering women in sports nutrition

There is a mindset difference across genders, where women often believe their workouts lack the intensity that warrants sports nutrition support, Brett Hamer, product director of the nutrition division at THG, told the audience at the recent Barentz health and wellbeing seminar on women’s health in Gstaad, Switzerland. 

Myprotein is actively working to educate individuals on the valuable benefits of protein and supplements, he explained. 

Broadening perceptions ​ 

Protein powder has historically been seen and marketed as a product for men looking to build muscle. However, in essence, protein is not a gendered product, Hamer noted, which is why breaking gender stereotypes in sports nutrition is one of the brand’s top priorities.

Creatine, another product traditionally targeted towards core sports nutrition consumers, is undergoing a shift in perception, he added. While the benefits it offers in terms of size and strength are well known, concerns about water retention have limited its appeal among women. 

Hamer predicts that as the positive effects and lack of side effects become more widely known, the appeal of creatine will broaden across demographics. New supplement formats also present an opportunity for increasing consumer access, he explained, noting that gummies now offer an alternative to traditional VMS formats. 

“There are efficacy differences, and they’re not here to replace other formats in totality, but they do offer an opportunity to create a more enjoyable and taste-led consumption occasion within a traditionally very dry space,” he explained.