Target market Ultralife is rebranding
its products in a consumer-friendly
way and offering more convenient,
ready-to-consume products
that meet the specifi c requirements of becoming more popular, with consumers
walter gill
health-conscious consumers are steadily complementing their drink with a snack.
marketing director
emerging as clubs offer dietary advice as Looking forward, we’re currently
outlook management services
part of personal training programmes. working on trialling vendors with built-in
Nutritional drinks continue to be the video screens. These provide product
T
he ‘Jamie Oliver’ effect is most popular products purchased information and colour-coded displays
being felt, with pressure from through our managed vendors, but that can integrate with personal training
government and local authorities healthy snack product sales are increasing. programmes. In the meantime, we’ve
for health clubs to adopt a clearer However, the most signifi cant change completed a trial of Weider branded
position on healthy eating by dropping we’re witnessing is the move towards vending systems that include pop-up
traditional vended products. The presenting nutritional products in stands clearly identifying the product
vending market is therefore segmenting individual, clearly defi ned vending benefi ts and usage guidelines to the
and becoming more sophisticated in packages. Combination vendors that member. Initial results look positive and
its offering. New branded products dispense both snacks and drinks are also will be reviewed fully early in 2009.
the mass market is the next big thing.
carey cenn
Currently a lot of healthy products
md
are quite specialised and don’t have
out of the box retail
the brand presence or image that the
more established soft drink or snack
T
he range of healthy products manufacturers can create. The ‘cool’
available in health clubs has element is missing from most healthy
increased signifi cantly recently, product brands, although this is changing
although the healthy snack market is still with the recruitment of more savvy
primarily made up of cereal bars, dried marketing managers.
fruit/nuts and baked products. In terms As with any retail offering, consumer
of vending, the market is still dominated taste dictates the commercial viability
by some of the larger, ‘traditional’ of a new proposition. In health clubs,
manufacturers – providing energy/soft the vast majority of consumers still opt
drinks, chocolate and crisps. for traditional snacks and drinks, and
Out Of The Box offers machines clubs that try to push healthy vending
that are tailored to the needs of each alongside traditional vending will tend to
OCK.COM/BRAD KILLER
location. Some contain a combination of fi nd healthy vending lagging far behind in
.IST
traditional and healthy lines, while others terms of sales. However, clubs that move Limiting choice Will consumers
are 100 per cent Fair Trade. Our best- to an ‘only healthy’ approach – including

WWW
only buy healthy snacks if
selling items include energy drinks, fruit a concerted marketing drive behind the they have no other option?
juice and ethical water, low fat baked nutritional value of these products – can PICTURE:
crisps, Fair Trade nuts and dried fruit. make the vending offering fi t with their
The launch of new products that healthy drive, as well as ensuring it is mark edmonds
are both healthy and attractive to commercially viable. healthclub@leisuremedia.com
january 2009 © cybertrek 2009 Read Health Club Management online 67
healthclubmanagement.co.uk/digital
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