How the World Buys its Protein: Nutritional Necessity Versus Dietary Fad

The high protein trend is cemented in the mainstream

With major players in Western markets, including General Mills, Kellogg and Mars, all launching high protein variants of their mega-brand products and sports nutrition retail value sales reaching US$10 billion in 2014, it is clear that the high protein trend has moved from niche to the mainstream.

Protein purchase highest in Western markets

The average global consumer buys 18g of protein a day from packaged food and soft drinks. There is significant regional variation, with Asia Pacific buying 9g compared to 49g in Western Europe.

Staple categories contribute the most to protein consumption

While not generally associated with being high in protein, because of the sheer volume of bakery consumption, this is the largest contributing category to protein purchased globally, followed by dairy, the natural home of high protein products.

There is no real need for more protein in Western countries

When taking fresh food into consideration, it is clear that consumers in many Western countries already buy more protein than is required, raising questions of the real “nutritional need” of mainstream high protein products.

Ageing populations a billion dollar opportunity for high protein products

There are certain groups of the population who would benefit from more protein in their diet, including those in older age groups. The market potential among this group of consumers is enormous; if 100% of the population aged 65+ in North America and Western Europe spent US$5 a month on high protein milk drinks, then retail value sales would reach US$16 billion by 2019.