How Consumer Segmentation Transformed Portfolio Strategy at Glanbia Performance Nutrition

Glanbia Performance Nutrition redefined its strategy by focusing on consumer motivations rather than demographics, reshaping its portfolio and brand clarity. The Nutri-Needs framework, based on research with 18,000 consumers across five markets, identifies three macro nutritional needs – performance, lifestyle and aesthetics – and seven consumer segments defined by desired outcomes, not demographics.

This presentation explores how needs-based segmentation drives strategic coherence across brand positioning, innovation, channel strategy and resource allocation. Nutri-Needs transforms consumer understanding into infrastructure, shaping decisions across functions. It replaces vague claims with precise motivations, aligns teams around shared understanding and forces clarity in defining consumer jobs and recruitment barriers.

Gain a replicable framework for building and applying needs-based segmentation in categories where demographics obscure more than they reveal.

• Are you segmenting consumers around who they are - or what they're trying to become?
• When your segmentation tells you a brand no longer belongs in your portfolio, do you have the conviction to act on it?
• How do you stop segmentation being a research document that lives in a drawer - and turn it into the operating system of your organisation?