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Protein: A growing trend

Increasing protein intake might seem like something that mostly CrossFit athletes and Paleo devotees would be concerned about, but there’s a true “protein buzz” around, encouraging interest and use of new proteins by all types of consumers and age groups.


Proteins are becoming more and more mainstream due to physical and aesthetical benefits: eating adequate amounts of protein can improve body composition, eliminate hunger and reduce body fat.




Read all about the Protein Trend in our latest Marketing Report



A perfect example of consumers’ growing desire to get more protein for less money is Greek yogurt, which has seen an increase in consumption in recent years. With more consumers looking to get more protein in their diets, many in the food industry are adding protein to their products.


This increased demand, combined with the rise of ‘flexitarian’ diets, has led to a growing need for alternative protein sources – especially non-animal protein. Wheat and soy are the most common plant-based protein sources in global food and drink launches, but emerging allergen-free plant proteins, such as pea and rice protein, can also provide competition for soy and wheat.


Although today’s consumers are adventurous and willing to try new proteins, an ingredient phobia has led to reformulation of products to remove well-established ingredients and so plant-proteins will need to proceed with caution in order to gain consumers’ trust.


Truly critical to the success of plant-based proteins is – and will be -transparency, as consumers continue to be wary of the ingredients that go in their food.

Next Steps:


Read all about the Protein Trend in our latest Marketing Report


Talk to us about our innovative plant-based protein – Nutore – through