“Next Generation Proteins” was presented at the 2016 Protein Trends & Technologies Seminar by Elizabeth Sloan, Ph.D., President, Sloan Trends, Inc.
Abstract: Despite a “been there, done that” attitude on the part of some CPG companies in the U.S., the opportunities for protein are far from passé. A resurgent interest in food fortification and a new move to fresh/refrigerated fortification; the mainstreaming of the $31 billion sports nutrition market; a shift in the drivers of the weight loss industry; the 50+ aged consumers who are restructuring entire food categories; and skyrocketing interest in kid-specific healthy foods are only a handful of U.S. markets poised for protein’s attention. This presentation provided a data-driven fast-paced dive to identify market voids and make recommendations for future success in the protein-related foods and supplements.
Excerpt from the written summary of this presentation: The $31 billion sports nutrition sector has expanded into the mainstream in recent years. The number of people regularly exercising has increased, with the most noticeable group being the 50+ crowd. Activities such as gym usage (14%), aerobic exercise (46%), walking (25%) and running (87%) have all gone up in the past five years.
When the 50+ group is asked about solutions to their health concerns, the number one response, consistently, is exercise. Mobility is a major consumer concern for aging consumers, and it’s firmly tied to weight loss and muscle loss—two areas already firmly aligned with protein. According to a 2014 Gallup “Study of U.S. Market for Vitamins & Other Dietary Supplements,” 30% of adults mention age-related muscle loss and loss of strength as issues of concern. Sloan added that “aligning joints with muscle and protein is a very big idea.”
Click here to view the written summary “Next Generation Protein Opportunities” of this presentation.
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