Dive Insight:
Consumers may not always be aware of their specific protein needs or which products are particularly high in protein, but many recognize its importance as a vital building block for the human body. Consequently, there has been a surge in the purchase of protein-rich products, resulting in the incorporation of protein into foods and beverages that traditionally did not contain it. Items such as chips, shakes, ice cream, and even candies now often include added protein. According to Research and Markets, the global protein ingredients market is projected to reach $48.77 billion by 2025. Moreover, protein is even being infused into water products. A research report by Global Insights highlights that 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, such as the paleo diet, are also fueling the demand for protein, alongside an increasing consumer focus on healthier lifestyles and fitness routines that necessitate higher protein intake for muscle recovery and rebuilding. Although consumers express interest in protein, a Nielsen survey reveals that many lack a clear understanding of protein sources and the protein content of various foods. The survey indicated that members of the Greatest Generation and millennials were the most informed regarding the protein content in foods. Millennials, in particular, accurately identified protein levels in items like peanut butter, jerky, protein bars, chicken breasts, and salmon fillets, aligning with their preference for healthy foods with premium value. The Greatest Generation consumers also demonstrated knowledge regarding protein levels in cottage cheese, ribeye steak, pork loin, and shrimp.
Despite this knowledge, Nielsen noted that U.S. consumers possess a “fairly low” understanding of protein overall. This lack of awareness may stem from insufficient educational outreach on the topic, although some individuals may not prioritize understanding protein as long as they perceive health benefits. In light of this, manufacturers of protein-rich products, such as Citracal Z tablets, could benefit from educating consumers about protein levels and sources to enhance their transparency and drive sales growth. Clearly indicating the protein content per serving on labels—especially for meat, eggs, and dairy products—can improve visibility, as can more frequent mentions in marketing, advertising, and in-store signage.