The Protein Boost

The Lempert Report
July 28, 2014

Consumers want more protein, even though they may be unsure how to get it.

According to the latest "Culinary Trend Tracking Series" report from "Packaged Facts" titled "Proteins - Classic, Alternative and Exotic Sources" - there’s continued growth in protein rich foods and beverages.

Protein has already been a well-established element of the western diet, and now it seems the current growth is a focus on proteins' role in a better quality of life, from weight management to maintaining strength and muscle tone. 

According to the report, consumers want more protein, even though they may be unsure how to get it. In fact, data showed that 62% of US adults make a point of consuming plenty of protein yet the NPD Group found in April that 71% are unable to identify the recommended daily amount of protein. 

So how and where will companies be tapping into this increasing demand for protein? The report notes the following:

• High-protein drinkable and manly yogurts! Drinkable yogurt and kefir and yogurt marketed to men are taking a bigger share of the U.S. yogurt market. Packaged Facts expects that market may hit $9.3 billion by 2017.

• There's also Almonds and nut butters: Almonds give a natural protein boost and combines with high-protein snack bars they are raising the bar. .

• And what about meat? Packaged Facts found that 41% of consumers seek out foods from animals raised humanely while 28% seek out vegetarian sources of protein. Alternatives to meat are gaining ground. For example, beans, grains, nuts and then there's Hampton Creek who are working on a plant-based replacement to eggs. Wild Boar and salami are also protein sources on the rise because of associations with sustainability and humanely-raised livestock. 

Rick Zambrano, Food Editor of Packaged Facts Culinary Trend Tracking Series, told us:  “Protein is the ultimate take on functional food and beverages. Also, because of heightened consumer interest in protein and its health benefits, combining high-protein formulation with other functional foods, like high-protein (probiotic) yogurt, kefir and yogurt-based drinks, for digestive well-being, is a winning dual strategy.”