Protein demand evolution summary
- Protein demand is shifting from fitness origins toward broader lifestyle benefits
- GLP-1 drugs are accelerating high-protein consumption for nutrient-rich diets
- Consumers increasingly seek metabolic energy immunity and overall wellbeing advantages
- Demographic shifts show equal gender interest and strongest demand among youth
- Marketing expansion drives holistic perceptions extending protein relevance beyond sports
The high-protein trend is one of the most well-established in food and beverage. It has been shaping NPD for years.
Despite some reports of category fatigue, it was once again predicted to be the biggest food trend this year.
But the demographics choosing high-protein products have changed over time. Furthermore, the range of benefits that consumers look for from protein has expanded.
Protein for strength and fitness is ‘long-established’
Many consumers associate protein with strength and fitness. The relationship between the macronutrient and fitness is “long established”, says Nick Stene, senior global insight manager for consumer health at market intelligence firm Euromonitor International. Men in particular seek out protein for muscle health and fitness.
The protein trend has primarily been driven by products aimed at a sports and fitness audience, such as energy bars and functional drinks, according to consumer analytics company Mintel.
A focus on fitness goes hand in hand with the popularity of GLP-1 drugs. As these drugs lead to consumers to lose muscle mass as well as fat, their uptake has driven demand for high-protein products in recent years. GLP-1s are “an acceleration factor” to the high-protein trend, says Mylene Potier, ingredients director at market research company Gira.
The rise of GLP-1 drugs, says Stene, is driving high-protein consumption as consumers want to mitigate the potential loss of muscle mass when on the drugs.
This market for high-protein products has evolved, however, with more holistic benefits sought out by consumers.
Lifestyle is a driver of protein demand
Nevertheless, protein is no longer just about fitness and strength. “Protein has evolved from a fitness-driven demand to a lifestyle choice,” says Euromonitor’s Stene.
This is in part due to the mass of positive marketing around protein. “There are so many messages about the benefits of protein”, says Gira’s Potier.
Protein, explains Euromonitor’s Stene, is often chosen for its metabolic benefits, to provide energy, and for “overall wellbeing”.
For older populations in particular, protein is useful for immunity. This is especially relevant in the wake of the Covid-19 pandemic, where direct lines were drawn between protein intake and vulnerability to infection.
For younger women aged 15-19, meanwhile, protein is sought out for “metabolic, hormonal, performance and aesthetic benefits“.
Protein for wellness, for lifestyle, and for a range of health benefits is taking the market to newer places.
How has protein demand changed?
Over the past decade, protein consumption trends have evolved. Protein has moved away from being a macronutrient primarily aimed at sports and fitness-focused consumers. Its image is now more holistic: it is associated with a broader range of benefits.
This has also led to a demographic shift. “As the market became educated about protein’s benefits beyond muscle gain – energy, fullness, weight loss – and product launches expanded positioning for active lifestyles and health-conscious consumers, demographics changed dramatically”, says Stene.
Now, there is rough parity between men and women in terms of protein demand, for example.
The strongest demand for protein is coming from younger people, specifically those aged between 15 and 29.
Protein is still associated with strength and fitness. But this is no longer the chief focus of the high-protein market. The macronutrient is seen as relevant for far more than this.
