“Protein and Consumers” was presented at the 2014 Protein Trends & Technologies Seminar by Barbara Katz, President, HealthFocus International.
Abstract: Consumers want what they want, driven by numerous interests, preconceived notions and even conflicting desires. While protein is a crucial element in all diets, the attitudes and expectations in regards to this key component will differ according to gender, age and world regions. Relying on its global database of consumer information, HealthFocus International provided insights into how proteins, protein-related ingredients and their health benefits are viewed by various consumer groups in countries from the U.S. to India, China and Mexico. The likelihood of success for product development projects increases when the done with an eye on what customers want.
Excerpt from the written summary of this presentation: Consumer interest in protein has risen steadily in the past decade, according to Katz. After surveying thousands of customers from around the globe about brand influencers, Katz and her team have learned that people typically focus on one of two things: an ingredient or a benefit. “Protein is a rare one, where people really want to see the ingredient and the benefit,” she said.
Just prior to the seminar, HealthFocus released an ingredient study that asked consumers about different ingredients: what they do and where they get them. With protein, respondents fit into roughly three groups: those that get protein from specific foods or supplements; those that know they’ll get it through their generally healthy diet; and those that don’t take any specific measures relating to protein.
Click here to view the written summary “Protein and the Global Consumer” of this presentation.
Click on the button below to download a PDF of Katz’s PowerPoint presentation “Protein and Consumers.”