10 minutes Reading time
20 pages Length
Updated Aug 2019
This is our 2019 Sports Nutrition Market Report. We’ve ranked the top 51 supplements brands for individual metrics such as SEO visibility, social presence and page speed.
Our report aims to give retailers data across the board to help you see where your company is thriving and areas in which you could improve. We’ve also looked at keyword opportunities which can help you to identify quick wins for your site.
In this post, we’ve discussed everything within the report in more detail. However, to get the full data you will need to download the report. It’s best reading the post alongside the report.
It’s a tale of two halves for the supplements market with five of the top ten gaining visibility and five losing.
The top ten sites are:
1. hollandandbarrett.com (-7%)
2. bodybuilding.com (-53%)
3. bulkpowders.co.uk (+44%)
4. powerhouse-fitness.co.uk (+11%)
5. discount-supplements.co.uk (+4%)
6. naturesbest.co.uk (+34%)
7. supplementcentre.com (+60%)
8. myprotein.com (-84%)
9. maxinutrition.com (-57%)
10. theproteinworks.com (-33%)
Unsurprisingly, Holland & Barrett has kept their top spot despite losing 7% of their visibility. They are far ahead of everyone else in the market in terms of visibility. Bodybuilding.com has kept their 2nd place spot despite losing 54% visibility – if they have a similarly bad year next year, they could easily be overtaken by Bulk Powders who has raced into 3rd and managed to increase their visibility by 44% year on year. The biggest drop was from My Protein who has gone from 3rd to 8th after losing 84% of their visibility.
1. bulkpowders.co.uk (+44%)
2. supplementcentre.com (+60%)
3. grenade.com (+464%)
4. naturesbest.co.uk (+34%)
5. powerbody.co.uk (+51%)
1. bodybuilding.com (-54%)
2. myprotein.com (-84%)
3. simplysupplements.co.uk (-81%)
4. healthspan.co.uk (-2%)
5. hollandandbarrett.com (-7%)
As with any health-related sector, sites in this market will need to compete against prominent health sites such as NHS, WebMD, Mayo Clinic and Healthline. However, there are ways in which you can hope to rank alongside these or higher which we will discuss.
Google’s E-A-T Update which rolled out last August focused on Expertise, Authority and Trustworthiness (hence, EAT), meaning many of the sites which were offering health advice that didn’t have the right credentials were hit badly after the update.
This could explain some of the visibility drops in the previous sections. It also alters your SEO strategy when trying to rank for key terms.
Read our full guide to Google’s E-A-T Algorithm Update
Lots of our high competition keywords are ingredients based, for example ‘st john’s wort’, ‘taurine’ and ‘garcinia cambogia’.
As can be expected, most of the top spots for these searches are going to the big health sites we mentioned earlier.
Even if your products have these ingredients in their name, you have very little chance of ranking if there’s no copy on your category or product pages which explains these ingredients in more detail.
Producing resource posts or articles can help to provide content which informs those looking for answers around the ingredients such as what they do, common side effects and products which contain the herb or ingredient.
Don’t treat this as a selling exercise – content marketing is all about building trust with potential customers which should turn them into returning customers. Provide honest, selfless content which is properly cited with studies or articles from authoritative bodies such as NHS.
Well done to Bulk Powders who is ranking in position 4 with their article on how to make protein flapjacks for the keyword ‘protein flapjacks’.
For the keyword ‘weight loss pills’, the SERPs show guides, reviews and consideration based content rather than showing results for places where you can buy them.
Holland & Barrett has produced this guide to weight loss pills and supplements which highlights things to consider and the proper way in which these products should be used. They’ve also liked to other articles which talk about losing weight naturally and healthily.
All these things signal to Google that they are trying to provide genuinely helpful advice rather than selling products.
Over the past few years, supplements sites have been using social media platforms increasingly to boost their audience numbers and provide glowing reviews for their products.
Brands that may be lower in the rankings for visibility can soar on social media where paid advertisements are key.
My Protein is topping our social charts with an impressive number of brand searches per month and a high owned social score.
Their Facebook feed features helpful articles, videos containing recipes such as ‘healthy ice cream’ using their products, polls and mini infographics which show things like ‘5 healthier weekend choices’.
Their Instagram also features images from their customers, showing people using and wearing their products while working out.
This gives customers an all-round positive image of the brand and gives them ideas of how to use the products in inventive ways.
Holland and Barrett is one of the biggest players in this market but their social media channels are dedicated mostly to their beauty and food products.
We would suggest adding some more info about their supplements and vitamins to display everything they sell.
How can potential customers expect your products to improve their health and performance if your site doesn’t perform at optimum speeds? Page speed isn’t just about making a good first impression, it’s also about ensuring your site is easily crawlable by Googlebot.
We used Google PageSpeed Insights to find out which of these retailers had the fastest page speeds:
Our reports are free. The reports help us to understand your industry better and give you data that you may not have time to gather otherwise. It’s win-win all round.
We source data from across the board but some brands may not have enough visibility to land a spot in the final article. If you feel we’ve missed you out and you’d fit within the report data, let us know and we’ll provide a tailored version for you.
If you want to discuss anything we’ve analysed or any of our data, speak to us today. Don’t forget to download the report for the full results.