Protein is becoming increasingly sought after due to its health benefits; with higher protein consumption being linked to overall well-being. This report explores how a growing number of manufacturers are including protein in products that are previously not associated with being high in protein (eg breakfast cereal and pasta); and highlight the high levels of protein in products that are known to be a source of protein. It also identifies opportunities for innovation within this space.
This report comes in PPT.
Changing consumer behaviour and environments are driving the growth of protein demand, particularly among big economies such as North America and Western Europe. Urbanisation, westernisation of diets, population growth, expanding middle class and increased disposable incomes are all drivers of growth in these markets. The increase in frequency of exercise and overall health and wellness trends are also behind increased protein consumption globally.
Health concerns are a key concern behind the growth in protein consumption. Protein has been known to keep one fuller for longer and to build muscle/body strength. It is also one of the key ingredients of a balanced diet in order to promote overall health and wellbeing. However, with the high prices of meat and dairy, consumers are also seeking other forms of protein in the form of eggs, beans, peas and soy.
Although Asia Pacific is the biggest contributor to purchases of protein in packaged foods, the Middle East and Africa offers the biggest potential in terms of future growth. With the magnitude and severity of malnutrition in Sub-Saharan Africa, food companies have partnered with NGOs and governments in a quest for a Zero Hunger future. Many companies are looking to fortifying local staple food products with added protein, vitamins and minerals in order to increase the nutritional value of the product and keep consumers fuller for longer.
There is an opportunity for increased innovation in terms of proteins that address a specific need such as energy balance, weight loss, muscle repair and satiety are all areas of growth potential for manufacturers to drive future sales of protein-based products. A number of leading multinational packaged food companies are focusing on the addition of protein in their new product development strategies.
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