“Protein Global Surge” was presented at the 2014 Protein Trends & Technologies Seminar by Chris Schmidt, Senior Consumer Health Analyst, Euromonitor International
Abstract: Consumer interest in protein-enhanced products is at an all-time high. As the industry positions itself to benefit from soaring demand, an understanding of the categories and geographies driving growth is paramount. Euromonitor provided an overview of protein products across the foods and supplements arenas and delved into the consumer trends that are turning this ingredient into a global superstar.
Excerpt from the written summary of this presentation: Another potential opportunity is in the endurance and natural energy interest groups, since energy drink demand is climbing, but caffeine is attracting scrutiny. Within the USD 206 billion consumer health industry, protein plays a major role in three categories: protein supplements (which are not sports-focused, tracked in Euromonitor’s vitamins and dietary supplements category); protein products (specifically positioned for sports and tracked in the sports nutrition category); and the meal replacement/slimming category (where protein is a key ingredient, but not necessarily all products in the category).
In the sports nutrition category, protein products take about USD 7 billion of that USD 9 billion category. Powders account for the vast majority, but bars and RTDs (Ready-to- Drink) are on the rise and will be major players in coming years, along with protein supplements. Previously thought to have unhealthy ingredients or bad taste, these convenience items have gone through image overhauls, borrowing trends from premium confectionary brands to find fast-growing success and new competition from general wellness brands.
Click here to view the written summary “The Rise of Protein in Global Health and Wellness” of this presentation.
