Appinio x Bulk

Shaping a top performer pre-workout

How Bulk created their most successful pre-workout by listening to consumers

Bulk case study

Innovation in Sports Nutrition

When Bulk, a leading direct-to-consumer protein supplements company based in London, needed to develop their new premium pre-workout supplement, they partnered with Appinio to ensure market success. With over 300 employees and a strong reputation for quality formulations, Bulk had ambitious plans to create something special – a product that would stand out in the crowded pre-workout market. That product would become DOPE, their most successful pre-workout to date.

Brand Industry

FMCG

Market

UK & France

Scope

20 targeted questions

Respondents

1,000 respondents

Challenge

The pre-workout market is incredibly competitive, with countless options vying for consumer attention. Bulk's mission was clear: create DOPE as a premium pre-workout with best-in-class formulation that would resonate with their target audience. The challenge was multifaceted – understanding not just what ingredients consumers wanted, but how to position this new product while maintaining their brand equity.

Appinio's Approach

Our research targeted active gym-does who use supplements and focused on three crucial questions:

  • What ingredients are consumers actually looking for in their pre-workout supplements?
  • Which brands are winning in the pre-workout space and why?
  • What factors truly drive pre-workout purchase decisions?

The study dove deep into what matters to pre-workout users, examining everything from ingredient understanding to brand preferences and purchasing habits, including specific investigations into key ingredients like Beta Alanine and optimal dosage levels.

What Bulk says

“Appinio has a strong understanding of our objectives, and salient recommendations on survey content, structure, and format that are tailored to the outcomes we are looking for. It's a relationship built on our business objectives.”

Ollie Iselin, Senior Manager, Audience Insights

Bulk

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Impact

  • Exceptional customer satisfaction score, exceeding market leaders

  • DOPE became Bulk's best-selling pre-workout in their portfolio

  • Time taken for DOPE to reach top-performer status post-launch

  • Creating the perfect formula with Caffeine and Creatine

    The research revealed clear consumer preferences for Caffeine and Creatine. This insight directly shaped DOPE's formulation, including the specific dosage levels of these ingredients. Additional findings showed significant interest in Taurine, which was subsequently added to the mix. These insights even influenced DOPE's packaging design, with key active ingredients prominently featured on the label.

  • Understanding purchase drivers: Building on brand strengths

    A key discovery about brand loyalty in the pre-workout space showed that MyProtein held a surprisingly strong position, despite pre-workout not being their main focus. This revealed two crucial insights for DOPE's success: brand trust matters enormously in this category, and Bulk needed to leverage their existing brand strength while creating something distinctive.

  • DOPE’s fast track to market success

    The results speak for themselves. DOPE has earned an impressive 4.4 out of 5 rating on Google Reviews, putting it alongside market leaders. Within just 4 months of launch, it became Bulk's best-performing pre-workout – a significant achievement considering their range of over 10 different options. Most impressively, DOPE has proven effective at both retaining existing customers and attracting new ones, making it one of the stars of Bulk's entire product range.

Bulk's summary

“Rather than just being 'your research provider - program surveys,' Appinio helped us by not just taking our requirements at face value, but challenging them and collaborating actively to align research with our business needs.”

Ollie Iselin, Senior Manager, Audience Insights

Bulk

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Going from data to direction

The research findings didn't just help create a successful product – they shaped Bulk's entire approach to launching DOPE. The insights influenced everything from the formula to the marketing strategy, resulting in a pre-workout that truly delivers what consumers want.
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