As you can imagine the topic of what to eat and drink is a hot one among athletes. RelevantMind looked at what over 400,000 runners, cyclists, skiers, triathletes, climbers and more had to say. We looked at a number of different dimensions and here are some of our top-level findings.
This is the leader board showing percentage mindshare of conversations over the last 3 months:
The list of companies includes top brands as well as companies with a full page ad in one of several magazines including Bicycling, Runner’s World and Rock & Ice. Gatorade is the clear leader, with Gu, Clif, Powerbar and Hammer Nutrition all having over 10% mindshare. Met-Rx, Myoplex, Twinlab and Nature’s Path all have full page ads in one or more of the magazines we looked at, but as you can see they aren’t getting a share of the conversation.
We also wanted to look what things the community talked about when discussing nutrition. We looked at a specific set of terms related to nutrition:
It is clear and not too surprising that “Taste” and “Natural” aren’t nearly important to athletes as the more performance oriented characteristics. This is the kind of data that can be really helpful in crafting campaign messaging targeted at a specific consumer or community type.
This is just a small slice of the overall data RelevantMind has. We also dive into trending over time, sentiment, influencers, specific conversations and more. We’ll include some of our other reporting in upcoming posts.
