Protein is still a driving force in the creation of new foods and beverages.
The protein craze is quite popular and doesn’t seem to be slowing down anytime soon. A plethora of products with protein claims are on the market as a result of consumer interest in the nutrient driving innovation.
“Throughout the grocery store, protein has been a growth engine,” stated Chris DuBois, senior vice-president of strategic accounts at Chicago-based Information Resources, Inc. “Products with protein claims are growing three times faster than the entire U.S. grocery market, at 9% annually.”
According to I.R.I., sales of bread items with a protein claim have increased by 17% in comparison to the same period last year. Products with a protein claim have also seen double-digit sales growth in the following categories: snacks (11%), frozen meals (13%), frozen meat (13%), cookies and crackers (14%), and refrigerated meals (13%).
“It goes beyond protein,” Mr. DuBois stated. “We are witnessing a change. After a pleasant run, the protein narrative is now showing that it functions effectively with additional characteristics.I.R.I. reports that sales of food and beverage items containing probiotics and protein have increased by 59% in the past year. Additional claim combinations that are experiencing notable sales growth include protein and no antibiotics (41%), protein and wholegrains (27 percent), protein, and GMO-free (21 percent).
Those are significant figures, Mr. DuBois remarked. “Anybody can be happy about those numbers.”The desire of consumers to switch to a flexitarian diet is driving the trend.
According to Mr. DuBois, “people are looking for meat substitutes.” “They prefer the benefits of protein without the meat. That explains why so many businesses are pioneering in that field.Although plant-based meat substitutes have been around for decades, Mr. DuBois noted that much innovation has gone into creating superior plant-based meat substitutes.
“As a result of our extensive research over the years, we (I.R.I.) are witnessing a higher level of sophistication in the brands, flavor profiles, and forms that are being introduced to the market,” he stated. “The taste and texture of the earlier (plant-based) substitutes were much more practical.”
Mr. DuBois suggested that anyone speculating on the duration of consumer interest in meat alternatives should pay a visit to a local college dining hall.”The sheer number of these options is startling,” he remarked. College food service providers have been accommodating students who have abstained from meat consumption for a while.The younger generation has been raised with a far stronger emphasis on plant-based diets. There is no way that this trend will halt. Gen Z and Millennials have witnessed they are far more used to having plant-based options and do it frequently.
You may also like:
Food security in emerging nations: issues and remedies
Are drinks the secret to increasing cannabis use among consumers?
Managing the lack of labour for mushroom picking
Alternatives to meat offer a health benefit.
How customers view plant-based protein in comparison to animal-based choices is a concern for producers of products containing animal protein. The 2019 Food and Health Survey from the International Food Information Council Foundation confirmed this view. In response to the question, “How would you rate the healthfulness of each of the following?” respondents placed plant-based protein third in terms of health benefits, after whole grains and fiber. Omega-3 fatty acids and probiotics completed the top five ingredients deemed healthiest.
On the list of 12 ingredients, animal protein came in at number 10, fortified foods at number 11, and sodium at number 12. The fact that more survey participants in 2019 than in IFIC’s 2018 Food and Health Survey stated they thought animal-based protein was unhealthy is even more concerning for producers of animal protein.
Similar findings were reported in a consumer study that DuPont Nutrition & Health published in late 2018. It was stated that customers’ perceptions of plant-based, alternative proteins as being healthier and more environmentally friendly are driving up demand for them. Ninety-six percent of those polled said that the products’ overall positive health reputation was the reason they chose to consume non-animal-based proteins. Among the health characteristics mentioned by respondents were heart health and sickness prevention.