Find out how multinational nutrition company, Glanbia Performance Nutrition used a data-driven approach leveraging AI to gain a competitive advantage in a crowded market.

From Reviews to Real Time Strategy - Glanbia Performance Nutrition’s AI Framework for Measuring Optimum Nutrition's Success

glanbia-performance-nutrition-ai-framework-for-measuring-success

From Reviews to Real Time Strategy - Glanbia Performance Nutrition’s AI Framework for Measuring Optimum Nutrition&#8217;s Success

[[p]]As marketers we know it can be a challenge to gain a competitive edge particularly in a crowded market. That&#39;s why&nbsp;leading brands are turning to using [[a href="https://my.digitalmarketinginstitute.com/blog/ai-in-digital-marketing-the-ultimate-guide" target="_blank"]]artificial intelligence (AI) in digital marketing[[/a]] to collate and analyze data, get deeper customer insights and automate processes.&nbsp;[[/p]]

[[p]]By leveraging AI, multinational nutrition company, [[a href="https://www.glanbia.com/about/our-business" target="_blank"]]Glanbia Performance Nutrition[[/a]]&nbsp; &mdash; the global company behind Optimum Nutrition (ON) &mdash; gained a competitive advantage by developing&nbsp;a proprietary metric called &lsquo;Product Edge&rsquo; to measure ON&rsquo;s market performance based on consumer-driven insights.&nbsp;[[/p]]

[[p]]This enabled the company to perform&nbsp;real-time benchmarking against competitors and reinforced ON&rsquo;s position as a category leader in sports nutrition. Let&#39;s find out exactly how they did it.&nbsp;[[/p]]

[[p]]Glanbia Performance Nutrition wanted to gain a data-driven understanding of how Optimum Nutrition (ON) Gold Standard 100% Whey performed across key markets relative to competitors. The challenge was that consumer insights were fragmented, spread across retailer websites, social media discussions, expert reviews, and industry reports.[[/p]]

[[p]]Traditional methods&mdash;manually gathering reviews, conducting sentiment analysis, and benchmarking competitors&mdash;were time-consuming and inconsistent across markets. To address this, the Insights &amp; Analytics team needed a scalable, AI-powered approach to measure ON&rsquo;s functional and sensorial leadership in the sports nutrition category.[[/p]]

[[p]]Glanbia Performance Nutrition developed a proprietary metric called [[strong]]&lsquo;Product Edge&rsquo;&nbsp;[[/strong]]&mdash; a standardized way to measure ON&rsquo;s market performance based on consumer-driven insights. This framework was powered by AI-based research scraping, aggregating real-time data from five key global markets:United States, United Kingdom, India, &nbsp;Australia, &nbsp;France[[/p]]

[[p]]To power this framework, the team primarily used ChatGPT/OpenAI, which handled the bulk of the analysis and language-based pattern recognition across consumer feedback. Perplexity was also used to scan the web and surface deeper research insights from scattered sources&mdash;enabling a more comprehensive picture of consumer sentiment and competitor positioning.[[/p]]

[[p]]The AI-driven framework evaluates six key performance attributes:[[/p]]

[[ul]]
	[[li]]Protein Quality &ndash; Ingredient purity, protein source, and effectiveness in muscle recovery.[[/li]]
	[[li]]Mixability &ndash; Ease of dissolving in water or milk without clumps.[[/li]]
	[[li]]Taste &amp; Flavor &ndash; Variety, consumer preference, and aftertaste issues.[[/li]]
	[[li]]Texture &ndash; Smoothness and mouthfeel after mixing.[[/li]]
	[[li]]Digestibility &ndash; Reports of bloating, discomfort, or ease of digestion.[[/li]]
	[[li]]Brand Trust &ndash; Consumer perception, authenticity, and reputation.[[/li]]
[[/ul]]

[[p]]Using Natural Language Processing (NLP) and sentiment analysis, Glanbia Performance Nutrition&rsquo;s AI tool aggregated data from sources like:[[/p]]

[[ul]]
	[[li]]Amazon, Flipkart, GNC, Walmart, Target, Trustpilot &ndash; Consumer reviews &amp; ratings.[[/li]]
	[[li]]Reddit, Bodybuilding.com, YouTube, Instagram &ndash; Social media and community discussions.[[/li]]
	[[li]]Holland &amp; Barrett, MyProtein forums, Vitamin Shoppe &ndash; Expert and retailer insights.[[/li]]
	[[li]]Industry reports (Labdoor, Protein Quality Index) &ndash; Product certification &amp; rankings.[[/li]]
[[/ul]]

[[p]]AI then standardized consumer feedback into a 1-10 rating system, visualized as a star-rating dashboard for each market.[[/p]]

[[p]]By implementing the Product Edge framework, Glanbia Performance Nutrition aims to transform how it tracks ON&rsquo;s market position, uncovering key trends:[[/p]]

[[ul]]
	[[li]]ON Gold Standard Whey dominates in Protein Quality &amp; Mixability, outperforming competitors in every market.[[/li]]
	[[li]]Amazon US alone has 131,000+ ON reviews, making it one of the most validated protein brands.[[/li]]
	[[li]]Competitor brands struggle with digestibility, taste consistency, and mixability issues, reinforcing ON&rsquo;s leadership.[[/li]]
	[[li]]ON&rsquo;s market perception remains strongest in the US and UK and, although local brands in India, France, and Australia are gaining traction, ON is strongly placed in those markets too.[[/li]]
[[/ul]]

[[p]]By automating this analysis, the Insights &amp; Analytics team tracks shifts in consumer sentiment, competitor movements, and product feedback trends&mdash;ensuring that ON remains at the forefront of sports nutrition.[[/p]]

[[p]]Following the success of AI generated Product Edge analysis, Glanbia Performance Nutrition is:[[/p]]

[[ul]]
	[[li]]Expanding AI tracking beyond whey protein to cover adjacent nutrition categories.[[/li]]
	[[li]]Embedding Product Edge into investor &amp; board presentations to showcase ON&rsquo;s market strength with real-time consumer insights.[[/li]]
	[[li]]&nbsp;Driving further AI adoption across the broader marketing workflow, ensuring data-driven decision-making at scale.[[/li]]
[[/ul]]

[[p]]By leveraging AI-powered consumer insights, Glanbia Performance Nutrition has built a scalable, objective, and data-rich measurement system &mdash; positioning ON Gold Standard Whey as the benchmark for protein excellence worldwide.[[/p]]

From Reviews to Real Time Strategy - Glanbia Performance Nutrition’s AI Framework for Measuring Optimum Nutrition's Success

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