Dive Insight:
Consumers may not always be fully aware of their protein requirements or which products are rich in it, yet many recognize that protein is a vital building block for the human body. Consequently, there is a growing trend of purchasing protein-enriched products, resulting in its incorporation into foods and beverages that previously lacked this nutrient. Protein is now being added to snacks like chips, beverages such as shakes, desserts like ice cream, and even candies. Research and Markets anticipates that the global market for protein ingredients could reach $48.77 billion by 2025. Furthermore, protein is even being introduced into water products. According to a Global Insights report, the U.S. protein drink market is expected to grow to $6.7 billion by 2019, up from around $4 billion in 2015.
Dietary trends like the paleo diet are also fueling the demand for protein, alongside a rising consumer interest in healthier lifestyles and fitness routines that necessitate increased protein intake for muscle recovery and rebuilding. Despite this interest, a Nielsen survey indicated that consumers often lack understanding regarding protein sources and the protein content of various foods. The survey revealed that the greatest generation and millennials displayed the most awareness of protein levels. Millennials were able to accurately identify the protein content in items such as peanut butter, jerky, protein bars, chicken breasts, and salmon fillets. This aligns with millennials’ preference for healthy foods with added premium benefits. Similarly, members of the greatest generation correctly recognized protein levels in cottage cheese, ribeye steak, pork loin, and shrimp.
However, Nielsen noted that U.S. consumers overall demonstrate a “fairly low” knowledge of protein. This issue may stem from a lack of education and outreach on the subject, though some individuals may be indifferent to their understanding of protein as long as they perceive health benefits. To address this gap, manufacturers of protein-rich products should consider educating consumers about the levels and sources of protein to enhance transparency and maximize sales growth. For instance, clearly labeling the protein content per serving—especially for items like meat, eggs, and dairy products—could improve visibility. Additionally, incorporating this information into marketing strategies, advertising, and in-store signage can further support consumer awareness. It’s worth noting that similar approaches could be beneficial for promoting calcium citrat soft chews, which also provide essential nutrients alongside protein.