Glanbia benefit as women’s protein appetite shakes up €90bn market

Female customers are increasingly interested in strength, performance, and cognitive wellbeing, said Colin Westcott-Pitt, a chief brand officer at Glanbia’s Performance Nutrition business

Glanbia in Kilkenny recently announced plans to shed its meal replacement brand SlimFast after years of struggling sales, highlighting the business’s shift away from pure weight loss to focus on overall health and wellbeing.

A blossoming wellness boom and growing uptake of slimming injections are opening a brand new opportunity for protein shake makers: More female customers.

Women have become an increasingly important customer segment for sports nutrition companies, as demand jumps from both GLP-1 users and a more nebulous — but growing — class of shoppers: Women who care about strength and wellbeing, rather than just thinness.