The protein boom

We are seeing a definite boom in the market for protein-enriched products; overall, about 15 per cent of breakfast cereals launched in 2013 carried a protein claim and dairy launches with protein claims were up by 34 per cent from 2010-2013. The most popular flavour for ready-to-drink protein beverages launched globally in 2013-2014 was, of course, chocolate.

Protein is an important component of every cell in the body. Hair and nails are mostly made of protein; the body uses protein to build and repair tissues; and protein is also used to make enzymes, hormones and other body chemicals. Protein is an important building block of bones, muscles, cartilage, skin and blood. Along with fat and carbohydrates, protein is also a macronutrient, but unlike fat and carbohydrates, the body does not store protein, and therefore has no reservoir to draw on when it needs a new supply.

A new Canadean report has found that half of UK consumers are now aware of the health benefits of protein, presenting an expanding opportunity for protein enriched food and drink.

A survey in the report shows that 49 per cent of UK consumers are now ‘very aware’ of the health benefits of protein. Almost one-fifth of all respondents (16 per cent) are upping their consumption by seeking out groceries that are high in protein. Moreover, almost one in 10 consumers (eight per cent) is using protein supplements. However, the survey also finds that 68 per cent of supplement users would substitute their protein shakes for alternative protein sources such as fortified food and drink products.

So, despite the fact protein enriched products are appearing all the time, there is a clear opportunity here. From fortified ice cream to protein bars for the on-the-go market, we’ll be taking a more detailed look at the market for protein enriched products in a future issue of the magazine.