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What's next for the high protein trend?

4 months ago by

​Mintel Reports recently released the report 'What's next for the high protein trend?' As a specialist recruitment agency in the Food sector, we're always looking for information about future trends to help aid in the recruitment process.

Mintel covered three topics in their recent report, we summarised them below.

Adapt Communication to the 'New' Protein Landscape: The report discusses the emergence of 'non-traditional' protein sources, such as plant-based and insect proteins, which may lead to consumer confusion. Effective communication about these new protein options is crucial to help consumers understand their sources and requirements.

Make High Protein Relevant in the Absence of Deficiency: With the rise of plant-based diets, there is a growing interest in 'protein quality' to ensure consumers meet their protein needs. Emphasizing the health benefits of high-quality protein, such as energy, satiety, muscle gain, and bone health, can make protein relevant even without deficiency.

Animal Proteins Need to Adapt: There is a need for animal proteins to meet consumer expectations for naturalness, nutrition, and sustainability. Promoting the density and quality of animal protein as a selling point is essential.

The report also includes various statistics, such as the percentage of consumers who believe they can get enough protein without animal-based meat or dairy, the importance of protein content in snack bars, and the challenges consumers face in getting enough protein from their diet.

In sum, the document emphasizes the importance of flexible communication about protein sources and quality to address evolving consumer preferences and concerns around plant-based diets and 'non-traditional' protein options. Promoting the health benefits and natural origins of high-quality proteins, whether animal or plant-based, is crucial in the changing protein landscape.

You can download the full report from Mintel here