Protein has moved beyond muscle building to become an important part of consumers’ broader approach to health and wellbeing.
This report explores how consumers (globally, regionally, and across 20 individual markets) understand, prioritize, and use protein and where opportunities exist for foods, beverages, and ingredients.
Some of the many key insights in the report:
- Protein has become a major dietary priority globally, but the strength and trajectory of demand vary across consumers and markets
- Consumers associate protein with a broadening range of health needs, creating opportunities to move beyond traditional muscle and performance positioning
- Consumers are expanding the range of protein sources they consider, but familiarity, perceived healthfulness and product quality remain more powerful than novelty alone
- Protein can strengthen appeal across foods and beverages, but its influence depends on the category, consumer and broader product proposition
- Winning with protein requires more than adding grams: the strongest propositions connect protein to a relevant need, deliver on product fundamentals and adapt to the consumer and market
- and much more!
MARKETS INCLUDED:
- NORTH AMERICA: Canada and USA
- LATIN AMERICA: Brazil, Guatemala, and Mexico
- EUROPE: France, Germany, and UK
- MIDDLE EAST & AFRICA: Egypt, Saudi Arabia, and Turkey
- SOUTH ASIA: India and Pakistan
- EAST ASIA PACIFIC: Australia, China, Indonesia, Japan, Philippines, Thailand, and Vietnam