- Protein-based product launches fell to 265 in 2015, down from a high of 481 in 2013, according to data from Mintel. Companies may want to consider promoting traits such as plant-based protein sources, according to Food Business News, to stand out in the market.
- 38% of U.S. adults indicate they want to add more protein to their diets; 35% said they consume products with plant-based protein; and 57% are consuming more of these products than last year, according to a study by Natural Marketing Institute and Informa.
- One contributing factor finds consumers eating more whole foods such as eggs to increase their intake of protein, Heather Granato, vice president, content, Global Health & Nutrition Network, told an audience at Ingredient Marketplace on April 29.
"You can find (protein) in every conceivable product out there," Steve French, managing partner of the Natural Marketing Institute, said at Ingredient Marketplace. "We are starting to see a tipping point."
What it comes down to for manufacturers is positioning, according to French. The survey found plant-based sources are among the preferred ways for U.S. adults to add more protein to their diets.
What’s more, according to the survey conducted by Natural Marketing Institute and Informa, fortified foods including bars, shakes, and powders are other products used to deliver proteins. The study found 28% of those wanting more protein turn to bars; and 59% said they are consuming more of them this year than last.