Maggi added: “We’re seeing a shift toward men becoming the primary shoppers in the household. The products are black with a grip and big bold letters. “You can definitely see gender targeting with these protein drinks just by looking at their packaging. “CPGs have been looking for ways to target men,” Williams said. There’s even a yet-untapped market within the protein drink market-men. Other categories of particular promise include snacks-Nature Valley’s protein bar line raked in $100m in sales in its first year-and breakfast, as consumers still tend to associate protein primarily with the evening meal. Many said they’re keen to add more because their friends are or they’ve read about it on food blogs. Consumers also said they opt for protein because it builds muscle (2), provides energy (3), contributes to fullness (4) and helps with weight loss (5).īut where does protein’s health halo come from? (It’s estimated that Americans consume roughly twice as much as needed- see here.) Aside from being a traditionally central piece of the diet, consumers surveyed admit that they don’t actually know why protein is important. “Regardless of the work by MyPlate to pile more vegetables and grains on the plate, the majority of consumers still look at meat as the center of the plate,” Maggi observed. When asked why they choose protein, consumers said it contributes to a balanced eating habit. Two-thirds of shoppers say they’re intentionally seeking out protein when they shop for food and beverage, and more than half say they’re somewhat or very willing to pay more for protein fortification.Ĭonsumers don’t know why protein is important “What’s fascinating is when you look at where protein is showing up, it’s fifth on the list-higher than fiber, omega-3s, calcium and vitamin D,” said Annette Maggi, RD, president of strategic nutrition marketing firm Annette Maggi Associates, who presented the results. When asked about the foods or ingredients that they believe have the most health benefits, consumers listed vegetables and fruits first, followed by whole grain. Much of this is due to consumers’ general association with protein and health, as was reinforced by data from a Virginia Dare survey of 694 US consumers earlier this year. We see it now even on jugs of milk.”Ĭonsumer survey: protein more important for health than fiber, calcium and vitamin D “Protein has definitely gone more mainstream in drinks. Those with a high protein claim typically cost 66% more, averaging $6 per liter.
The average retail price for milk and milk-based beverages is $3.83 per liter. “There’s no mistaking how much protein these products have, and high protein claims tend to come at a premium price,” Williams said. The one unmistakable commonality among them is the amount of protein, which is typically displayed on front of pack (often in large, bold lettering) and carries a premium price. Not only that, but sizes range from 74 to 500 ml and protein sources likewise range from whey to soy, pea and even blends of various sources. Yet the leading brands control little in the way of market share-GNC (4.8%), Dymatize (4.5%) and Cytosport (3.6%). Williams categorized the premium protein drink market into three buckets: sports nutrition, sports and weight management and weight management.
Over the next year, we will see the market start to bucket and standardize more.” There’s no Chobani in protein drinks it’s still up for grabs. There’s more to be done,” Williams added. “Even Walmart displays Kellogg’s protein beverages in a special section. Indeed, 2013 saw a 20% increase in the number of global new product launches with protein claims (with a 16.5% increase in the US). “In drinks,” said LuAnn Williams, director of research for Innova Market Insights, during a press dinner hosted by food flavor manufacturer Virginia Dare. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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