The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2015
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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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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.
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.
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.
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.
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.
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.