Desire index
Desires
What long-running supplement and sports-nutrition ads promise the viewer, across 1069 ads: share of ads, brands and median days live per desire. The angle says how an ad persuades; the desire says what it promises. Sorted by share of longevity weight.
| Desire | Ads | Brands | Median days | Weight | Top products |
|---|---|---|---|---|---|
| No desire stated Use only when the ad states no benefit at all: a pure offer, flavour drop, purity spec or brand line. Prefer a real desire whenever one is clearly implied. | 197 | 88 | 153 | 19.7% | Full Range, Protein |
| Performance & endurance The viewer wants to perform better in sport: go longer, faster, race better, stay hydrated. | 83 | 40 | 121 | 8% | Energy Gel, Full Range |
| Strength & muscle The viewer wants to get stronger or build/keep muscle. | 91 | 56 | 89 | 7.9% | Creatine, Protein |
| Enjoyment The viewer wants the product to be a treat or a ritual they look forward to: taste, flavour, indulgence, a pleasant moment. Use when taste is the promise and no health outcome is stated. | 73 | 42 | 139 | 7.1% | Protein, Creatine |
| Beauty: skin, hair, nails The viewer wants better skin, hair or nails from within. | 75 | 32 | 141 | 7.1% | Skin, Collagen |
| Nutrient coverage The viewer wants to cover nutritional gaps and feel they are getting what they need (multis, greens, kids' nutrition). | 59 | 23 | 156 | 6.5% | Multivitamin, Greens |
| Energy The viewer wants more steady, everyday energy and vitality (not sport performance). | 74 | 46 | 103 | 6.3% | Magnesium, Creatine |
| Longevity & healthy aging The viewer wants to age well, stay healthy for longer, protect heart/bones/brain long term. | 65 | 35 | 118 | 6.1% | Antioxidant, Creatine |
| Lean body & weight The viewer wants to lose fat, manage weight or look leaner. | 57 | 25 | 104 | 5% | Weight Management, Creatine |
| Gut & digestion The viewer wants a comfortable, regular, healthy gut. | 48 | 22 | 109 | 4.5% | Probiotic, Digestive |
| Better sleep The viewer wants to fall asleep faster, sleep deeper and wake rested. | 53 | 29 | 64 | 4.2% | Sleep, Magnesium |
| Convenience & simplicity The viewer wants their health routine to be easier: fewer products, less prep, easy to carry or take. | 38 | 28 | 123 | 3.5% | Creatine, Magnesium |
| Focus & cognition The viewer wants sharper focus, memory or mental performance. | 35 | 25 | 77 | 2.9% | Nootropic, Creatine |
| Recovery The viewer wants to recover faster between sessions and feel less sore. | 26 | 17 | 149 | 2.7% | Magnesium, Protein |
| Calm & mood The viewer wants less stress, a calmer mind and a better mood. | 29 | 21 | 126 | 2.6% | Magnesium, Stress & Mood |
| Hormonal & intimate health The viewer (usually a woman) wants balanced hormones and a comfortable cycle, menopause, fertility, sex life or intimate and urinary health. | 27 | 16 | 125 | 2.5% | Women'S Health, Prenatal |
| Everyday hydration The viewer wants to feel well hydrated in daily life (desk, travel, heat, after a night out), outside sport. | 24 | 12 | 73 | 1.7% | Electrolytes, Creatine |
| Immunity The viewer wants to get sick less and recover from colds faster. | 15 | 13 | 187 | 1.7% | Multivitamin, Probiotic |