Last week, Coles announced an expansion of its health aisle with the addition of 150 new sports performance and health ingredients, welcoming major brands such as Muscle Nation, Amazonia Raw and Botanika Blends, as well as its new own-brand sports nutrition range, Coles PerForm, featuring 16 protein powders and bars.

The move is part of Coles’ efforts to become a “destination for sports nutrition, diet and superfoods products”, and will also see its original specialty products, that have been traditionally found in the health food aisle, nestled into their respective categories throughout the store. 

The expansion of the health aisle comes as ‘Sports & Diet’ was identified as the fastest growing segment of Coles’ health foods aisle between 2014 and 2019, and customer demand is continuing to grow.  

“We’re seeing more and more customers look for healthier options or specific dietary requirements in the main grocery aisles – they no longer expect to go down one dedicated aisle to find these options,” Coles general manager for grocery, Leanne White, said. 

“With an expansive health aisle, we’re aiming to target millennials and Gen Z customers who are shopping at specialty stores or online for their sports nutrition and health ingredients by providing a convenient one-stop-shop at Coles.”

The Coles PerForm range, which includes protein powders, bars and frozen performance meals, has been designed to make health and performance products more affordable.

“Coles Perform has a cleaner, shorter ingredient list so you know exactly what you’re consuming [only the key beneficial ingredients]. The range is more affordable compared to comparable products, it comes in both plant and whey based protein options and is Sports Dietitian Approved and endorsed,” a spokesperson said. 

Coles is also planning to extend the range to include smaller sports products such as dumbbells and yoga mats in the future.

“We’ve seen through the success of our fitness-themed Coles Best Buys program last year that customers are interested and excited about purchasing all their sports nutrition and gear in one convenient shop, so we’ll be looking for more ways to introduce sports-related products through seasonal merchandise campaigns and upcoming Coles Best Buys ranges,” the spokesperson said. 

Consumers are also educating themselves on the benefits of different ingredients and supplements from different sources. According to a study published by Friesland Campina Ingredients, in 2020, 45 per cent of consumers sought nutritional information from gyms and personal trainers, 53 per cent from friends and family. Coles is eager to tap into this thirst for knowledge and position itself as the go-to source for products and information. 

“We have also partnered with Sports Dieticians Australia to endorse our range and educate customers on sports nutrition as part of our strategy to help Australians live a happier and healthier life,” a spokesperson told Inside Retail. 

“We will have a series of educational content through our marketing channels including Coles&Co and the very popular Coles Magazine. An example of these articles include: A guide to fuelling your fitness (on coles.com.au). We will also be offering sampling opportunities for customers over the next few months to trial and learn about the benefits of protein and unique health ingredients.”   

Australian retail expert and QUT professor of marketing Gary Mortimer said capitalising on the health and fitness trend is a smart move by Coles.

“We saw, as a result of Covid lockdowns, a sudden increase in solo fitness, such as running, cycling and yoga. Much of these activities were undertaken at home, or close to home, as gyms and other health facilities were forced to close,” he said. 

“Consumers are now more focussed on staying fit and healthy, and this range expansion is a great example of a retailer responding to these needs.”

Mortimer believes providing access to not only health foods, but other supplements, will provide greater convenience for health-focused consumers.