Dive Brief:
- Protein continues to be a driving force in American eating habits, with nearly half of adults saying they seek more of the nutrient in their diets, according to Circana’s Eating Patterns in America report.
- The report found 48% of adults seek more protein in their diets, up seven points from the previous year. Among foods that Americans want to increase in their diets, protein is now second only to vegetables.
- Consumers on GLP-1s are helping drive demand for protein, with 65% of shoppers on the weight loss drugs seeking more of the ingredient. GLP-1s are now the second-most common diet type, Circana found.
Dive Insight:
America's desire for "protein-maxxing" isn't slowing down, suggesting that the ingredient may be more than a fad as it becomes central to consumer diets and perceptions of healthy eating.
“The obsession with protein is actually driven by the perception that more protein equals better health,” Daphene Altema-Johnson, a registered dietitian and senior program officer at the Johns Hopkins Center for a Livable Future, said in a statement earlier this year.
Rising demand for protein coincides with a more pronounced focus on diet, particularly among GLP-1 users. Circana's report, which is based on $1.8 trillion in spending and 618 billion consumption occasions, found that 8.5% of adults are on GLP-1 diets, up from 4.8% the year prior. Meanwhile, 46% of adults report being on a diet overall.
As sales of traditional processed snacks fall, more food companies are catering to a diverse set of consumer dietary needs as a way to bring brands to a new cohort of shoppers. Kraft Heinz, for example, has launched gluten- and lactose- free versions of core brands, while introducing better-for-you options with more protein and fewer artificial ingredients.
Protein is one of the top ways to reach shoppers on specific diets, as 41% of consumers of all ages recognize the link between protein and health goals, according to Innova Market Insights. The ingredient can help support muscle mass for those on GLP-1s and has been touted to provide a wide variety of benefits from gut health to boosting sports performance.
Growing use of GLP-1s is expected to only increase the demand for protein, according to Innova. Just 5% of global food and beverage launches with a protein claim also carry a weight management claim, according to Innova, offering a potential opportunity for companies as they look to offer more specialized options for GLP-1 users.
