This DTC brand is BOOMING

May 3, 2022

Athletic Greens – an (unsurprisingly) green powder-based drink helping consumers achieve daily nutritional benchmarks – was founded more than a decade ago.

When the company’s CEO was prescribed a regimen of ~50 supplement pills a day to meet nutritional needs, he thought there must be a better way. Athletic Greens was born to ultimately meet a consumer need for simple, comprehensive nutrition.

The powder also touts functional benefits including improved energy, immunity, and gut health.

It’s no wonder this message resonated with consumers. Check out some of LikeFolio’s top growing wellness trends over the past 3 years:

Notice the theme?
Athletic Greens brand mentions exploded, rising +123% in 2020 vs. 2019 as health and wellness took center stage in consumer lives.

Bottom line: the company successfully leveraged some of the fastest-growing consumer trends and stepped in to fill a major consumer need.
And investors took notice.
Athletic Greens was valued near $1.2 billion at the beginning of the year after securing funding to expand its nutritional drink offerings.
Looking ahead, can Athletic Greens maintain this pace of rapid growth?
LikeFolio data suggests growth may be tempering.
While consumption mentions remain much higher YoY, there are signs of near-term deceleration.

Demand mentions have slipped by -23% QoQ.
However, consumer trends reveal the company could expand its audience range by altering the functional benefits it touts…or simply adding some to its list.
Check out how consumer wellness trends have shifted in the last year:

Gut health and improving energy are still rising in popularity among consumers setting wellness priorities.
However, generic mentions of functional benefits and boosting immunity mentions are starting to wane as covid fears dissipate.
In addition, data suggests touting mental health benefits may resonate with consumers seeking to alleviate stress and anxiety.
We’ve got a close eye on trends like this to understand what brands are positioned well for future growth.
If you’re a brand or agency and want to learn how to tap into powerful consumer insights, reach out to schedule a demo.

Want deeper insights? Get Free Access to The Vault.

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