US appetite for high-protein products grows

High-protein foods are taking off in America, according to new research from Mintel. Introductions of foods and drinks making a high-protein claim are almost three times higher in the US than anywhere else in the world, accounting for 19% of global new product launches in 2012.

The US is the biggest market for high-protein products by a significant margin: India and the UK follow with 9% and 7% respectively, of new food and drink launches with high-protein claims in 2012.

“Protein awareness is higher and more sought after by US consumers than elsewhere in the world and the opportunity exists for value brands to add cost-effective protein to products to entice a larger consumer segment,” said Nirvana Chapman, global food science trend analyst for Mintel.

“Americans are looking for protein to aid in satiety, weight management and to boost muscle recovery and build muscle after a work-out, making protein appeal to a broad audience in a great number of usage occasions.”

High protein doesn’t necessarily mean meat based, according to Mintel’s research. The demand for high-protein products is also coming from consumers who are avoiding animal sources of protein for either health, environmental or ethical reasons. Products launched in the US with both a high-protein vegan claim have shown a steady increase since 2008, posting 54% growth in the past five years to 2012.

Renowned for keeping you full for longer, high-protein foods are also tapping into the wider satiety trend. When selecting food products, 87% of US consumers indicated satiety is an important attribute for them.

“A ‘satiety index’ (SI) is often used to measure the hunger-fighting power of certain foods,” Chapman said. “Foods with a high-SI leave people more satisfied after eating and ensure that they are likely to eat less for hours after.

“Protein in particular has been shown to have a positive effect on subjective satiety, with whey protein in particular having demonstrated a functional role in weight management and satiety. High-satiety products are likely to continue to grow, with meals and soups integrating high-protein content being the ideal categories for growth.

“In the weight-management industry, there is an upward trend towards products that combine whey protein, peptides and calcium for weight loss. Specifically, the high-protein trend is growing worldwide, evidenced by countries with high-protein-claim products being launched, as well as European examples of consumers seeking high-protein products. Manufacturers can capitalise on this opportunity to educate and entice consumers with protein to meet various needs,” Chapman concluded.