BellRing: Costco Channel Check - How have promotions and display space recently played out in Protein Shakes?

Research evidence excerpt

BellRing: Costco Channel Check - How have promotions and display space recently played out in Protein Shakes?

, when we walked into the store, there was a large free-standing display of Premier

Protein shakes directly in front of us on the floor relatively close to the entrance, as well as two palates of Fairlife shakes and one

of Orgain shakes on the shelves to our right (see the first two pictures below).

Then right towards the back of the store, next to the aisles containing the shelf-stable grocery products, there was another

cluster of protein shakes and powders. Again, Premier Protein was featured fairly heavily, and Fairlife and others had decent

presence, but the Nurri display was smaller than we had seen in other stores last summer.

Then on July 22nd we visited the Costco in Astoria, Queens, NY. Here there was still a fairly substantial floor-based display

of protein shakes fairly near the front entrance, with Danone’s Oikos brand very prominent. But the overall display size was

far smaller than the “ark-like” display in the same store last August. And this time around, Premier Protein continued to be

prominently displayed, with some Fairlife, Nurri, Orgain and even Ensure in this floor space. Then within the shelf-stable aisle

space, yet again Premier Protein, Fairlife, Ensure and Orgain. But no sign of PepsiCo’s Muscle Milk or Boost. Also gone were

many of the protein/caffeine-laden beverages we saw last summer, and this time we saw Genius sparkling protein drinks with

30g of protein in the aisle.

Obviously it’s still too early to be fully sure that Nurri won’t dial the promotional activity back up over the coming months,

especially with Fairlife Core Power in supply chain difficulties. But this could be an early sign that things are starting to normalize