Protein has always been a fairly hot ingredient in sports nutrition for accruing muscle mass, a factor that has driven demand for high-protein products. In fact, grocery retailers such as Whole Foods Market now place bottles of protein powder supplements in the produce department in order to achieve greater visibility, especially among vegetarians and vegans. While protein will remain a fashionable ingredient in these specialized products, it is also gaining mass-market appeal, with a range of recent high-profile product launches or reformulations, driven in particular by the U.S. market.

A ‘Passive Approach’ to Weight Management

Protein is considered less of a diet food per se as it is an integral part of a healthy balanced diet. Nevertheless, it has been closely linked to weight loss in fad diets such as the Atkins, and more recently the Dukan Diet. Those foods high in protein are also considered to be more appealing than many variants low in fat or sugar, which are gaining a poor reputation due to the perceived artificial nature of the ingredients added to improve taste.

Protein is also attractive to those consumers looking for a more passive approach to weight management by maintaining or losing weight through more natural and long-term means rather than a quick fix. In addition, protein offers an easier, more convenient and more sociable approach to watching food intake in comparison with counting calories.

Innovation in High-Protein Breakfast Options

Mass-market interest in food and drink products, particularly those for healthy aging, is growing, and products are gaining shelf space in supermarkets as multinational brands enter this arena through alternative breakfast options. In the U.S., for example, Dannon’s Activia launched a new product, Breakfast Blend, in August 2012 in a slightly larger pot with twice the amount of protein (11 grams) compared to other Activia varieties; while the great success of Chobani yogurt is due in part to its high protein content. Chobani saw its global sales rise by $1 billion over just two years, 2010-2012. Kellogg extended its brand portfolio to include a Special K Protein Plus cereal and its Special K flatbread breakfast sandwich high in protein and only 240 calories to sit alongside its protein bars and milkshakes, targeting those looking to lose weight by maintaining a feeling of fullness. High protein, liquid breakfast options such as Kellogg’s Breakfast To Go launched in 2012 containing 10 grams of protein are also proving to be a popular. They offer an on-the-go convenient product for the health-conscious consumer.

German Bakers Cashing In

Outside the U.S., in Germany for example, bread is leading the way. Protein-enriched “evening” bread, which sells for a premium, has found great acceptance not only among the weight conscious, but also among Germany’s burgeoning diabetic consumer base. Virtually every German bakery offers at least one type of eiweissbrot (“protein bread”). More recently, retailers have also caught onto the trend. Müller Brot GmbH & Co KG, Germany’s third-ranking packaged/industrial bread producer, offers Gute Nacht Pro Body (gute nacht means “good night”), containing 21.4% protein and 6.1% carbohydrates, while the country’s second biggest bread maker, Harry-Brot GmbH, markets Fit am Abend under its Brotland brand.

Targeting Female Consumers

Female consumers are becoming more aware of the high satiating properties of protein. If women, who are particularly concerned about their weight, opt to eat a diet high in protein, then the same women are also likely to be concerned about retaining body shape as well as muscle mass as they age. A lack of the latter is strongly associated with bone and joint problems in elderly women, and we live in an increasingly aging society. In the U.S., for example, the median age was 37.3 in 2011, up from 36.5 in 2006; but in less developed countries such as China the increase was much greater, up nearly three years from 36.9 in 2006 to 39.7 in 2011. If the signs of aging can in any way be reduced through maintaining muscle mass, these products will appeal to consumers.

For further insight, contact Diana Cowland, Health and Wellness Analyst at Euromonitor International, at [email protected]

——

The ideas and opinions expressed in this article are those of the author and do not necessarily reflect views held by Nutraceuticals World.