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Strategy Briefing
How the World Buys its Protein: Nutritional Necessity Versus Dietary Fad
36 pages, Jul 2015
US$1,325Added to Cart
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About This Report
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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
The high protein trend is now cemented in the mainstream with major companies in Western markets launching high-protein variants of big brands. Data from Passport Nutrition shows that the average consumer purchases 18g of protein per capita per day although in developed markets, the nutritional requirements for protein are being exceeded. Manufacturers need to consider targeting products at particular age groups, notably the ageing, in order for protein to have the greatest nutritional benefit.
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Overview
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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.
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Request more informationTable of Contents
Introduction
Scope
Introducing Passport Nutrition
Research methodology for Passport Nutrition
Key findings
The Evolution of Protein
Why protein?
Sports nutrition is the origin of high protein foods
Protein is not a “one-trick pony” when it comes to weight loss
Evolution of protein ensures it is more than just a fad
Protein requirements vary by age group
Patterns in Protein Purchase
Half of protein is acquired from baked goods and dairy alone
Western Europe buys the most protein from packaged products
Global patterns in protein purchase
Northern European countries top the protein list
Top contributing category varies from country to country
Protein from bread: Unconscious decision by consumers
Dairy is the natural home of high protein products
Protein targets a new generation of snacking
Beverages take advantage of the magic “20g” number
Confectionery company Hershey sees money in meat
Soy protein as an added ingredient dominates
The Future of Protein
The world is set to buy a further four million tonnes of protein
Bakery and dairy to remain top contributors over 2014-2019
Do we really need more protein?
Too much of a good thing is possible with protein
Protein shouts louder than fibre
Clearer “nutritional demand” for protein from ageing populations
Ageing populations: A billion dollar opportunity?
Emerging market millennials could prevent protein bubble from bursting
Stronger protein demand will have detrimental impact on world’s natural resources
Recommendations
Target the ageing and millennials, reduce sugar content and consider the environment
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.