Ever-greater emphasis on protein has been one the of the dominant trends in food in recent years. How much of this is long term and how much is merely a passing fad? This report will consider the long-term stability of protein demand, what will drive the future of the category, and what the “next protein” could be.
Delivery
This report comes in PPT.
Key findings
Protein demand is soaring, though many fortified products are set to struggle
Protein demand among consumers has shot up in recent years as both structural changes in the market such as GLP-1 usage as well as the importance of “proteinmaxxing” have taken root among consumers. These structural changes are the important areas for the industry to focus on, as they are free of the long-term weaknesses that plague much of the high-protein segment today.
Long-term demand drivers such as GLP-1 users and developing markets should be the areas of focus
The four critical sources of long-term demand for ingestible protein are developing markets, the needs of an ageing population, GLP-1 users and a rising number of people who engage in resistance training. All ofthese groups will be looking for natural, high-quality and affordable formats though their unique protein demands differ in many specifics.
Proteinmaxxing will fade away as trends shift and cost pressures become more acute
The idea that more protein consumption necessarily leads to better health outcomes is popular among many consumers today. For most people however, it is not true and as wellness trends shift and specifically turn into a more anti-processed direction, many products will be unable to survive, further compounded by the rising costs of key inputs such as whey.
To stand out, products will increasingly look beyond protein to next-gen wellness attributes
Protein has been unique in its ability to appeal to disparate consumers with a wide range of health goals. With fibre as a notable possible exception, no other ingredient has the versatility to speak to everything consumers are currently trying to do with protein. Creatine, testosterone and peptides will also aim to fill the gap as proteinmaxxingfades from the zeitgeist.
Personalisation in the health space will shape the future of protein demand as well as these newer ingredients
Personalisation is becoming more important in the wellness space and the future of consumption of both protein and post-protein ingredients will be more individually tailored both in quantity, quality and combination in line with individual health needs and goals. This will increasingly come from emergent technologies such as precision fermentation and emphasise multifunctional usage.
Why read this report?
Key findings
High-protein products are a three trillion-dollar market globally
“High-protein” is a growth engine for an industry otherwise finding growth difficult
High-proteins foods are only a small portion of a wider protein universe
Protein has made itself into the virtuous macro at the expense of carbs and fats
The average consumer is probably already getting all the protein they need
The debate about the amount of protein will expand to the quality of proteins
People do not view their current consumption levels as being very high
Too many products work only in the context of proteinmaxxing
Protein will need to prioritise less-processed formats for long-term success
The price premium will prove an increasing liability as food prices rise
Summary: Factors that will bring about the fall of proteinmaxxing
There will be four long-term drivers of protein demand that strategies can be based on
Most global protein demand will come out of basic formats in developing markets
Long-term shifts in fitness trends are favouring resistance training
Growing numbers of long-term GLP-1 users will adopt more protein-centric diets
A growing older cohort will have distinctive protein needs
Sustainability: A new dawn for plant-based meat alternatives?
Supplements will take their own path detached from food and beverage products
Euromonitor’s Consumer Health expert on protein supplementation
Thinking beyond ingestible human products provides additional long-term options
The next protein will have to accomplish the things that protein is used for today
Does fibre have what it takes to become the next protein?
Creatine is a logical evolution for fitness-positioned food and beverage products
Testosterone-boosting is becoming a more mainstream concern
Women-specific fitness is also a major growth space
Peptides are the future for those interested in a more transgressive take on wellness
Recommendations/Opportunities for growth
The evolution of protein demand
Questions we are asking
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