{"id":25698,"date":"2019-12-09T17:14:04","date_gmt":"2019-12-09T17:14:04","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=20260"},"modified":"2025-01-23T11:33:39","modified_gmt":"2025-01-23T11:33:39","slug":"gymshark-huels","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/gymshark-huels\/","title":{"rendered":"GymShark\u2019s and Huel\u2019s Secret Weapon for Winning the Competition"},"content":{"rendered":"<p>In recent years, health and wellness brands in the UK have made big digital leaps. <strong>GymShark<\/strong>, a fitness fashion company started by a 19-year-old entrepreneur out of his parent\u2019s garage, has driven more traffic to its website in the 2018-2019 timeframe than global brands like Puma and Reebok combined.<\/p>\n<p>Meanwhile, <strong>Huel<\/strong>, a vegan meal replacement drink founded by fitness guru Julian Hearn, has sold over 50 million meals in more than 80 countries, and now leads the global market for vegan meal replacement shakes &#8211; beating its California-based competitor, Soylent.<\/p>\n<p>How have these 2 startups taken down some of the premier brands in their categories? The answer lies in solid marketing strategies that use organic (<a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/\">SEO<\/a>) and paid search (<a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/\">PPC<\/a>) to deliver an increased flow of traffic.<\/p>\n<ul>\n<li>GymShark\u2019s <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/traffic-share\/\">traffic share<\/a> increased by 200% in 2 years and it is now the third-largest sports apparel brand in the UK.<\/li>\n<li>The apparel brand dominates organic search with half of its <a href=\"https:\/\/www.similarweb.com\/website\/\">website traffic<\/a> coming from UK-related fitness keywords.<\/li>\n<li>Huel.com\u2019s global traffic has sky-rocketed from 47K unique visitors in October 2016 to 213K in October 2019 (representing an increase of 352% in 3 years) and it is now the market leader for vegan meal replacement drinks.<\/li>\n<li>In 2019, 3 out of 4 searches in the UK containing the term \u2018Soylent UK,\u2019 went to Huel. This is due to Huel&#8217;s aggressive PPC campaign aimed at redirecting <a href=\"https:\/\/www.similarweb.com\/website\/soylent.com\/\">Soylent&#8217;s traffic<\/a> to its own site.<strong><br \/>\n<\/strong><\/li>\n<\/ul>\n<h2>Sporting the No. 3 Spot<\/h2>\n<p>In 2017, gymshark.com held just 2% of the <a href=\"https:\/\/www.similarweb.com\/top-websites\/united-kingdom\/lifestyle\/fashion-and-apparel\/\">United Kingdom\u2019s overall online traffic to the fashion industry market<\/a>. Since then, its traffic has grown by over 200%, overtaking Reebok (UK), Under Armour (UK), and Puma to become the third-largest online fitness brand in Britain. It should be kept in mind, though, that, unlike its competitors who also have physical stores, GymShark is an online-only brand.<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_2af9b4d5-3a36-4882-805a-b14ad892e49f\" data-title=\"Copy: Copy: Cruise Traffic\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?BGb\"><\/div>\n\n<h2>Strong Organic Growth<\/h2>\n<p>GymShark\u2019s quick climb up the ropes in the apparel space is by and large thanks to a targeted <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/seo-strategy\/\">SEO strategy<\/a>. By honing in on terms used predominantly in the UK (versus terms used by global <a href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/retail-insights\/growing-fitness-brands\/\">fitness brands<\/a> appealing primarily to American consumers), GymShark has become a top searched-for company and one of the fastest-growing clothing brands in the UK.<\/p>\n<p>Organic search grew by 52% YoY and is responsible for the majority of GymShark\u2019s overall traffic. In addition, <a href=\"https:\/\/www.similarweb.com\/website\/gymshark.com\/\">traffic to gymshark.com<\/a> in the UK from organic search and social media referrals was twice that of any major competitor. This may be related to its popularity among Gen Z-ers who &#8211; <a href=\"https:\/\/www.marketingdive.com\/news\/study-gen-z-prefers-social-media-as-top-influence-channel\/559487\/\" target=\"_blank\" rel=\"noopener noreferrer\">according to recent research<\/a> &#8211; prefer social media over other marketing channels. Other significant YoY increases include traffic from referrals (76%), social (71%), and paid search (50%).<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_b59913e4-7694-4efb-81fb-54295fcfe08f\" data-title=\"GymShark\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?ZgD\"><\/div>\n\n<h2>Search &amp; Win<\/h2>\n<p>Specific cultural search terms are at the heart of Gymshark\u2019s rapid search growth. The brand&#8217;s SEO efforts seem to be centered on phrases that suit the UK\u2019s apparel market such as \u2018gym wear UK\u2019, \u2018gym bottoms\u2019, and \u2018sports top\u2019. This is in line with what the industry\u2019s global leaders, <a href=\"https:\/\/www.similarweb.com\/website\/nike.com\/\">nike.com<\/a> and <a href=\"https:\/\/www.similarweb.com\/website\/adidas.com\/\">adidas.com<\/a> are doing, yet they seem to be more focused on US workout terms such as \u2018workout gear\u2019 and \u2018clothes for workout\u2019.<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_78196cb3-cb6b-4c76-89b1-de82f6ea60dd\" data-title=\"Gymshark_Huel_Organic&amp;Paid_NonBranded_Keywords_Site\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?xAp\"><\/div>\n\n<p>Gymshark.com has been able to appear higher in UK search results than its 4 main competitors. Between November 2018 to October 2019, it received more than half of the organic and paid traffic for the competitive set in terms of non-branded searches containing \u2018workout\u2019 (61.57%) or \u2018Gym\u2019 (55.83%). Gymshark.com also received 36.93% of organic traffic for searches containing \u2018Legging\u2019 and 13.71% for \u2018Sport\u2019. However, there still seems to be a lot of untapped potential here. Looking at the range of keywords to gymshark.com and competitors in the UK, there are 1,417 highly relevant keywords that Gymshark is not yet using. For example, \u2018gym bag\u2019 and \u2018workout clothes\u2019.<\/p>\n<h2>Snatching the Lead(s)<\/h2>\n<p>UK&#8217;s Huel and America&#8217;s Soylent are two of the leading meal replacement drinks on the market. Though both companies started at roughly the same time (Soylent in 2013 and Huel in 2014), Soylent initially dominated online traffic related to meal replacement products. However, by focusing on paid search Huel has managed to overtake &#8211; and maintain &#8211; the global leader in online traffic over its competitor.<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_eb58175f-357d-4ecd-ba43-6e9a8ffa1938\" data-title=\"Copy: OnlineDating_Match_MonthlyVisits_Site\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?hQG\"><\/div>\n\n<p>In October 2016, soylent.com attracted 465K global monthly visits. Within 3 years, traffic has rapidly dropped to 137K in October 2019. Meanwhile, <a href=\"https:\/\/www.similarweb.com\/website\/huel.com\/\">huel.com\u2019s traffic<\/a> is steadily rising. In September 2018 Huel surpassed Soylent for the first time, peaking in January 2018 with 397K visits (254K of which were <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/unique-visitors\/\">unique visitors<\/a>).<\/p>\n<h2>Drinking Traffic Away<\/h2>\n<p>Huel.com\u2019s deliberate targeting of its competitor\u2019s audiences has been instrumental in its growth: 5.9% of organic and 92.3% of paid keywords containing \u2018Soylent\u2019 went to huel.com in the time frame from November 2017 to October 2019. This is the result of a skillful Pay-Per-Click (PPC) strategy which Huel is using to <a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/4770707469201-Direct-Traffic\">direct traffic<\/a> away from Soylent, as seen in its internal forum and dedicated on-site pages (such as <a href=\"https:\/\/huel.com\/pages\/comparison-to-soylent\" target=\"_blank\" rel=\"noopener noreferrer\">Comparison to Soylent<\/a>).<\/p>\n    <div class=\"js-infographic-script\" data-id=\"infogram_0_a81fe801-9dc3-4be7-8147-44e5438d3de5\" data-title=\"Copy: GymShark 2\" data-src=\"https:\/\/e.infogram.com\/js\/dist\/embed.js?6jy\"><\/div>\n\n<h2>Conclusion<\/h2>\n<p>To be competitive, you need to <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/competitive-landscape-analysis\/\">understand your competitive landscape<\/a>. GymShark and Huel are examples of newcomer brands that are utilizing effective SEO and PPC research to win their markets: GymShark is succeeding by tailoring keywords to its <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/target-audience-analysis\/\">target audience<\/a> and Huel by leveraging its main competitor\u2019s <a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-awareness\/\">brand awareness<\/a>.<\/p>\n<p><em>* This post is based on a market analysis report prepared by Similarweb&#8217;s <a href=\"https:\/\/www.linkedin.com\/in\/tomas-seliokas\/\">Tomas Seliokas<\/a>.<\/em><\/p>\n<p><b>Want to learn more about GymShark&#8217;s success? Download the full report now.<\/b><\/p>\n<div class=\"stepped-form stepped-form--background\">\n  <div class=\"stepped-form__content\">\n      \n<div data-contact-us-hidden-sub-subject=\" \"\ndata-contact-us-should-get-chilipiper=\"false\"\ndata-contact-us-boolean-always-show-phone=\"false\"\ndata-contact-us-i18n-subtitle3_tell_us_more=\" \"\ndata-contact-us=\"split\"\ndata-contact-us-hidden-subject=\"no cu\"\ndata-contact-us-hidden-asset-type=\"N\/A\"\ndata-contact-us-hidden-campaign-name=\"N\/A\"\ndata-contact-us-hidden-campaign-solution=\"N\/A\"\ndata-contact-us-hidden-campaign-region=\"ALL\"\ndata-contact-us-hidden-form-location-breadcrumbs=\"Form Corp\/Reports\/GymShark\u2019s and Huel\u2019s Secret Weapon for Winning the Competition\/Content\"\ndata-contact-us-hidden-message=\"I want to download the file\"\ndata-contact-us-hidden-button-caption=\"Download\"\ndata-contact-us-hidden-cta-description=\"null\"\ndata-contact-us-hidden-cta-url=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2019\/12\/UK-Retailers-Report-Battle-of-the-Brands.pdf\"\ndata-contact-us-i18n-title=\"Download the Full Report\"\ndata-contact-us-i18n-submit_button=\"Download\"\ndata-contact-us-i18n-success_title=\"Thanks for downloading!\"\ndata-contact-us-i18n-success_subtitle=\"We hope you enjoy these insights.\"\ndata-contact-us-i18n-success_sub_subtitle=\"Ready to dive deeper?\"\ndata-corp-form-type=\"split-download\"\ndata-contact-us-file-url=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2019\/12\/UK-Retailers-Report-Battle-of-the-Brands.pdf\"\ndata-contact-us-hidden-file-url=\"https:\/\/www.similarweb.com\/corp\/wp-content\/uploads\/2019\/12\/UK-Retailers-Report-Battle-of-the-Brands.pdf\"\n>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>In recent years, health and wellness brands in the UK have made big digital leaps. GymShark, a fitness fashion company started by a 19-year-old entrepreneur out of his parent\u2019s garage, has driven more traffic to its website in the 2018-2019 timeframe than global brands like Puma and Reebok combined. Meanwhile, Huel, a vegan meal replacement [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":84920,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6189,6588],"tags":[],"class_list":["post-25698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-retail-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>GymShark And Huel Are Beating The Competition | Similarweb<\/title>\n<meta name=\"description\" content=\"How 2 newcomer brands in the UK are outperforming in the fast-growing apparel &amp; meal replacement markets through the use of effective SEO and PPC strategies.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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