In order to gather some first hand 'evidence' to see who Huel target as their main audience, I went onto their Instragram page - Instagram is such a huge platform for sharing experiences, reviews advertisements and interactions. I began looking at the posts Huel have posted themselves, and seeing what type of people they usually choose to represent the use of their brand. As seen directly below, the majority of individuals seem young and active and often with high-intensity, busy jobs.
Looking at the posts and pages that customers have posted themselves of Huel and the products theyre using, it is again clear of the common age group - approx age 22+. Whether into fitness or just looking to maintain a healthy lifestyle / diet, it is clear these individuals are health conscious!
Another area where Huel proves to be a popular brand is amongst those interested in hikes and long distance walks / running. As compact meal replacements with high vitamins and minerals, its more than understandable why customers would choose Huel as a lighter-weight alternative.
The Competition... https://www.enutritionacademy.org/huel-alternatives/
Ample V
- A great plant-based alternative - Provides options for different types of diets
- Provide 6 different probiotics
- Prides itself to be the best meal replacement for gut health
Soylent
- Huels largest competitor
- A more affordable alternative
- Packed with 39 essential nutrients - High quality soy protein (Huel does not use soy)
Vega
- Another vegan alternative with high quality plant protein and amino acids
- Also a wide variety of flavours
- Can meet protein needs whilst loosing weight
- Source of probiotics
Orgain
- Known for its great story and community - the founder battled cancer and saw the need for this product
- Developed to help you lose weight (unlike Huel)
- Low calorie shakes with high protein and 21 essential vitamins and minerals
- Most satisfying option to curb hunger - Vegan and non-vegan options
Who could be the competition of a Huel chocolate bar range?
My Protein
- High protein chocolate
- Dark and milk chocolate options
- Source of fibre
- Non-vegan
Ombar Chocolate
- Vegan, organic and fair trade
- Sugar and gluten free
- Source of Manganese - Option to suit healthier lifestyle
- Wide variety of flavours
Hip Oat Milk Chocolate Bars
- Vegan - Wide variety of different flavours - Plastic free packaging
Raw Halo - Vegan, organic and gluten free - Plastic free packaging
- Wide variety of flavours
I havent done market research like this into a company before, and its been really interesting so far to see the different pathways relevant to Huel! This will definitely help me and my understanding where working towards designing a chocolate bar collection to fit amongst their product scheme.
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