Protein is known as providing a multitude of dietary benefits, with the demand for new, innovative, protein-based products growing steadily, year by year. To be able to meet and exceed the needs of our customers, now and in the future, it’s worth looking at the global food trends that are shaping behavioural changes on a daily basis.
Studies of customer preferences across markets have shown that the perfect product-to-be is the one that can solve the unmet demand for less added sugar (or artificial sweeteners), whilst at the same time providing high levels of protein – a nutrient topping consumer priorities for a variety of reasons.
High-quality protein, when integrated into a balanced diet and a healthy lifestyle, helps keep us energized in our busy day-to-day life. A versatile diet that includes high-quality protein is beneficial in healthy weight management. Adequate intake of protein helps maintain muscle tissue during weight loss. For those seeking to develop their fitness potential, protein is well known for being essential in growing and maintaining muscle mass.
According to The European Whey Protein Consumer Tracker 2017, consumers have a very positive attitude towards protein. 77% of those surveyed state that protein is a truly important part of their daily diet.
“77% of state that protein is a truly important part of their diet”
To be able to understand what drives the needs of our customers, a look at the major global food trends reveals what type of correlations can be found with protein.
Major trends shaping consumption behaviours
Health and wellness
Lack of time
Source: Megatrends 2030 and Foodtrends 2018
Health and wellness is in many ways the most obvious trend of a modern world. A fit and active lifestyle is fast becoming a new symbol of status, as more and more people seek a healthier and happier life.
In developed nations, the struggles of weight management are a concern for many. A versatile diet that includes high-quality protein is beneficial in maintenance of a healthy body weight. Adequate intake of high-quality protein helps maintain muscle mass during weight loss.
“A fit and active lifestyle is fast becoming a new symbol of status, as more and more people seek a healthier and happier life.”
Indulgence, as the second most recognised trend, is also playing a greater role in daily life. Consumers are looking for a big taste in small portions. People are no longer willing to compromise on either flavour or nutrition. Increasingly, food products must be both healthy and delicious. Thanks to new protein-based innovations, products can be desirable and functional, successfully combining taste and healthy nutrition.
“People are no longer willing to compromise on either flavour or nutrition.”
The third major trend, lack of time, is a challenge with which we can all relate. With the increasing pace of modern life, we all know there are times when you need to grab something to eat in a hurry. However, consumers in today's world expect convenience food to be healthy and versatile. Products that contain natural sources of protein not only offer nutrition and convenience, they provide an easy snack for busy people on the go.
“Consumers in today's world expect convenience food to be healthy and versatile.”