Dive Summary:
- New data from Mintel suggests that high-protein foods are some of the most sought after products in U.S. grocery stores, almost three times more than the global average.
- Consumers are looking for the protein in these products to help lose weight, gain muscle and improve the nutritional content of standard diets.
- While nutritional buzzwords are seldom popular for very long, industry experts expect the high-protein craze to have some staying power as protein is in fact very useful for certain diets.
From the article:
"Protein awareness is higher and more sought after by US consumers than elsewhere in the world and the opportunity exists for value brands to add cost effective protein to products to entice a larger consumer segment. Americans are looking for protein to aid in satiety, weight management and to boost muscle recovery and build muscle after a workout, making protein appeal to a broad audience in a great number of usage occasions."
