Muscling to the Top: Insights, Growth & the Promise of Protein Presentation

Originally Published: September 8, 2013
Last Updated: April 13, 2021
Muscling to the Top by Tom Vierhile

“Muscling to the Top: Insights, Growth & the Promise of Protein”  was presented at the 2013 Protein Trends & Technologies Seminar by Tom Vierhile, (then Innovation Insights Director, Datamonitor Consumer, a unit of Informa plc.).

Abstract: If you could design the perfect nutrient, what would it look like? If you wanted it to keep you fit, feeling full and perhaps even energized, it may look a lot like protein. This nutrient is not only vital to human health, but is increasingly recognized as a key to good health. A comprehensive yet intriguing exploration of protein’s rising popularity in the food industry was provided. Through an analysis of innovative ingredients and consumer products entering the market, along with an examination of changing consumer attitudes toward protein, actionable intelligence for new product success was given.

Excerpt from the written summary of this presentation: The popularity of plant protein sources appears to be rising. Data from SPINSscan Natural (52 weeks ending January 19, 2013) shows that nut butters and nuts are among the top-growing categories in natural supermarkets. Plant protein health links are becoming more overt; for example, Planter’s Nutrition is touted as an “Energy Mix” for energy enhancement. Pea proteins could also be the next big thing, with more products using it and advertising the fact. Economics is likely playing a part in the popularity of plant protein relative to animal-based proteins, with low-income households, younger consumers, Hispanics and obese consumers all stating that protein is too expensive.

Click here to view the written summary “Consumer Attitudes Toward Proteins” of this presentation.

Click on the button below to download a PDF of Vierhile’s PowerPoint presentation “Muscling to the Top: Insights, Growth & the Promise of Protein.”

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