UK Protein and Sports Nutrition Brands - Digital Marketing Benchmark Report, Q2 2024

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The Q2 2024 benchmarking report for UK protein and sports nutrition brands has just been published. Learn how the top 12 UK Protein and sports nutrition brands perform across the digital space.

The latest Q2 2024 benchmarking report for UK protein and sports nutrition brands has just been published. It covers the largest 12 national protein and sports nutrition brands, including Myprotein, MaxiNutrition, PhD Nutrition, Grenade, foodspring, Bulk ™, Innermost, Protein Works, HERMOSA, Form, Optimum Nutrition, and Science in Sport.Protein - LOGOS

The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks and missed opportunities for other protein and sports nutrition brands to win brand exposure, drive online views, and win orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form below or schedule a call. Protein&SportNutrition - COVER-1


For a glance into just 6 of the metrics we evaluated these top 12 protein and sports nutrition brands on, check out our quick-look table below; Protein W&L Apr24

Continue reading for further detail on this quarter's best and poorest-performing UK protein and sports nutrition brands or request a copy of the report for the full review.

What The Industry Research Report Covers

The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For protein and sports nutrition brands, care should be taken that the removal of any products does not impact existing links, such as from blog posts, category pages, or alternate product recommendations.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. In an increasingly competitive market, geared towards high performance in exercise and sports, protein and sports nutrition brands will want to ensure their sites are also quick, easy to use, and give a positive impression of their brand from every touchpoint.

For Q2 2024, the mobile site speed ranged between 45 and 1, with no brands scoring at least the recommended 50%. The brand with the lowest site speed is Innermost. It can increase site speed by reducing the size of background images. A fast mobile site can help attract and keep customers, increasing the chances of more conversions.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Protein and sports nutrition brands should be continually pushing to improve their DA, and could collaborate with leading fitness publications and bloggers in order to build this authority.

A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 76 and 25, with HERMOSA flagging the lowest DA rating. This brand also reported the least number of backlinks, which it should look to increase to help with its DA score. Brands should also aim to receive backlinks from a variety of high-authoritative websites for the most benefits.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. With sports and fitness remaining an ever-growing sector, we expect protein and sports nutrition brands to be able to capitalise on these growth opportunities.

Five of the 12 brands reported a loss in organic traffic for both desktop and mobile. All brands saw more organic traffic from desktops, which means that brands can adopt strategies to increase organic traffic for mobile. Having a mobile-friendly design is a great start, as it takes into account site speed and easy navigation on a smaller screen.  

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. Protein and sports nutrition brands should be utilising all universal search features as their customers will be interested to see how previous customers have found their experience via 'reviews', 'FAQs', and 'people also ask'.

Myprotein remains at the top of the scoreboard with a total of 45,405 Universal Search results. Most of these images came from ‘images’. On the other end of the spectrum, HERMOSA saw the fewest number of Universal Search results. It should begin by optimising images on its website (adding alt information).

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Protein and sports nutrition brands should look at high-conversion potential terms when expanding their longtail keyword portfolio, in order to improve, not only general visibility and traffic, but sales stemming from organic traffic.

Myprotein remains at the top of the scoreboard with a total of 45,405 Universal Search results. Most of these images came from ‘images’. On the other end of the spectrum, HERMOSA saw the fewest number of Universal Search results. It should begin by optimising images on its website (adding alt information).

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) forecast to hit over 42 million users by 2022, it is not surprising that brands have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For UK protein and sports nutrition brands, Facebook ads are an opportunity to increase sales by targeting fitness enthusiasts.

We’ve included three examples of Bulk™’s sponsored Facebook posts. All had a ‘Shop Now’ CTA, which can help to increase their conversions. It’s apparent that this nutrition brand was testing which imagery received the most engagement/conversion — a wise choice for brands.

Protein - Facebook

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content that achieves traffic over a long period of time. Protein and sports nutrition brands can create content across the full spectrum of fitness and sports content - topics which are likely to engage a social media audience and win social shares.

Most of the brands favoured Facebook, and Myprotein has the most Facebook Likes (2,400,000) and Instagram followers (1,100,000). While having a high following is beneficial, the most important factor is engagement rates, and Optimum Nutrition saw the highest engagement in this quarter.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Protein and sports nutrition brands, which are likely to sell many similar products with only slight differences, must ensure that their site is clear for users with any vision deficiencies to navigate.

In our last audit, foodspring saw the most accessibility alerts. In this quarter, it reported 207 — a slight decrease. The majority of these alerts were due to redundant title text, which are quick fixes for brands. Bulk™ slightly reduced its contrast errors, but it’s still ranking the highest (101).


To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.

Photo by Emma-Jane Hobden on Unsplash

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