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Consumers may like your protein powder, but do they like the scoop?

By Adi Menayang contact

- Last updated on GMT

Photo: TricorBraun
Photo: TricorBraun
Let's talk about the scoops that come with protein powder—not that the scoop can necessarily make or break a consumer's decision to buy a powder, but a focus group conducted by packaging company TricorBraun reveals what protein powder buyers find ideal.

Respondents in the focus group pointed out the obvious desirable features for a protein powder scoop—appropriately sized for dosing with a handle that’s easy to grip.

But many consumers find themselves digging through the powder, especially the first time opening the container, to get the scoop.

In fact, a spokesperson for the company told NutraIngredients-USA that many respondents reported that they bring their tub of powder around and scoop it out at the gym, in the car, or even on the bus.

“We know that protein powder consumers often use the product on-the-go, and digging into the powder supplement to find the scoop, trying to measure the right amount in the car or on the train, between work and the gym, is inconvenient and unhygienic,”​ said Becky Donner, senior vice president of marketing, design and engineering at TricorBraun.

The company conducted multiple small, in-depth qualitative focus groups with no more than 10 participants in a group at a time, though they did not share the exact number of participants surveyed.

At one point during the surveys, the participants were provided a collection of scoop samples and were asked to describe what they liked or didn’t like about each one.

The clear favorite was ‘EZ Scoop,’ the patent of which TricorBraun owns. It's as a scoop that sits on the neck of a container, eliminating the risk of the scoop falling out or into the powder. This scoop is available on the market in some products by GNC in the US as well as AllMax in Canada, according to the spokesperson.

“We know that for the best consumer experience, packaging needs to reflect an understanding of consumer behavior, so research is central to our design process,”​ said Donner.

“Understanding the gaps between actual and desired functionality allows us to incorporate these insights into future packaging designs that are relevant to consumers’ lives. As brand owners evaluate different packaging options, we can source the right solutions, develop custom solutions or integrate these for a smarter packaging solution that delights the consumer and drives brand growth.”

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