Glanbia redefines supplements strategy with custom intelligence

The challenge

Glanbia faced the challenge of maintaining competitive visibility across their diverse protein brand portfolio in one of the most dynamic and rapidly evolving categories in the health and wellness space. The protein market presented unique complexities with an ever-expanding roster of new brands continuously entering the space, each investing heavily in marketing and innovation to capture market share. Traditional competitive intelligence solutions couldn’t provide the granular, category-specific insights Glanbia needed to understand how their brands were performing relative to both established competitors and emerging challengers.

The company required a sophisticated approach to competitive tracking that could accommodate their internal reporting structure and category definitions while ensuring accuracy across their diverse product portfolio. Glanbia needed to monitor not just direct competitors but also identify emerging trends, new market entrants, and shifting consumer search behaviors that could impact their strategic positioning. The challenge was compounded by the need to build trust and adoption across multiple internal teams. Glanbia wasn’t just looking for any data provider, they needed a partner with reliable, accurate, and timely data with a solution that could integrate into existing workflows. Glanbia teams have worked with several ecommerce intelligence providers in the past and was looking for both software and support from an account team that understands their business. It was critical that their account team be able to train and enable users to turn the data into actionable intelligence but also serve as industry experts who could help inform short and long term strategic planning.

The solution

Stackline developed a comprehensive competitive intelligence framework tailored specifically to Glanbia’s protein portfolio needs. The first pillar of this solution involved creating custom segment definitions that perfectly aligned with Glanbia’s internal category structure and reporting requirements. These bespoke product groupings provided users across the organization with market views that matched their existing frameworks, ensuring immediate adoption and trust. The segmentation system was designed to be dynamic, automatically incorporating new product launches and competitors as they entered the market, while providing granular insights into consumer search behavior across different protein product types and subcategories.

"Working with Stackline has helped unlock in depth Amazon category insights for us. The custom build of segments enabled us to quickly and easily see the business the way we want to but also saved ~10 hours per month of manual work for us just on product coding."

The second key component was the development of a monthly competitive intelligence report specifically focused on the protein powder segment. This comprehensive analysis positioned Glanbia’s performance within the broader market context while highlighting the specific tactics and strategies new competitors were employing to gain market share. The reports provided detailed insights into emerging trends, competitor positioning, pricing strategies, and consumer engagement patterns, enabling Glanbia’s teams to quickly identify market shifts and respond with informed strategic decisions. This ongoing intelligence allowed Glanbia to stay ahead of market developments and proactively adjust their approach based on competitive dynamics.

The custom competitive intelligence solution has enabled Glanbia to maintain strategic visibility across their protein portfolio while building organizational confidence in data-driven decision making through tailored market insights.