“Shopping for Protein” was presented at the 2015 Protein Trends & Technologies by Linda Gilbert, Founder/CEO, EcoFocus Worldwide LLC.
Abstract: Protein is on the shopping list for many Americans today. It started when Atkins first recommended high protein/low carb diets for weight and health management. Today, protein’s virtues span a range of benefits that include daily wellness, weight management, energy, satiety, muscle growth, strength, endurance and more. Consumer desire to increase their protein intake is powering the success of products in every grocery store aisle today. We took a look at how brands are targeting these shoppers with examples of innovative high protein products and communications, from steaks to shakes.
Excerpt from the written summary of this presentation: According to Acosta, the most popular alternatives to meat protein among consumers today are nuts (64%), beans/lentils (63%), dairy/eggs (56%), grains like rice/pasta/quinoa (50%) and shakes/bars (21%). Weight management is the chief reason for this rise in protein demand (46% of Mintel respondents), with low-fat, low-carb and sugar-free diets losing popularity. Gilbert credits the rise of the Paleo diet, along with gluten-free, vegetarian, vegan and allergen-free diets, as additional driving factors.
Interest among Millennials doesn’t hurt, either, with 42% saying it’s important to get more protein in their diet (NPD Group), and 60% believing they can achieve the necessary daily protein amount without meat (Acosta). More than 31% of shoppers say they bought meat alternatives, such as tofu and texturized vegetable protein, over the past year, but Millennials led the charge at more than 50%. Two notable product examples of this are Lightlife’s Smart Patties, quinoa burgers with 10g of protein; and Quorn, a frozen food line made of fermented fungi.
Click here to view the written summary “Steaks to Shakes” Protein on Shopping Lists” of this presentation.
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