Protein is an essential dietary component. Sufficient intake is crucial for a healthy and balanced diet. This report examines consumer attitudes and behaviors towards protein intake. It focuses on how proteins are perceived and consumed and what protein-based innovation opportunities exist on the back of new nutritional science highlighting the broad health benefits of high quality proteins
Scope
Detailed insights and analysis documenting the drivers and inhibitors of protein consumption
Countries covered: France, Germany, Italy, the Netherlands, Spain, Sweden, UK, US, Australia, Japan, South Korea, China, India, Brazil and Russia
Analysis documenting the relative importance consumers place on protein consumption and how this varies by socio-demographics
Strategic conclusions combined with actionable recommendations for all industry players
Highlights
Consumers are slowly becoming increasingly aware of and knowledgeable about the benefits of protein in the diet, recognizing the important role it plays in helping manage hunger, sustain energy levels and maximize performance
In Europe, Datamonitor's research identified that Italians are the most protein-conscious consumers with well over one-third (38%) of consumers paying either a 'high' or 'very high' amount of attention to protein intake. This is more than double that of other countries in the region, such as Germany (16%), the Netherlands (13%) and Sweden (18%)
Regular formulation improvements ensure that soy is expanding its appeal, including with carnivores. Consumers are intrigued by the widely purported health benefits, as well as the suitability for vegetarians and those with allergies. This suggests there are ongoing opportunities for industry players to capitalize upon
Reasons to Purchase
Obtain a detailed understanding of consumer attitudes and behaviors towards increasing consumption of proteins
Find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving preferences
Access quantitative and qualitative insight illustrating consumer attitudes, actual consumption and best-practice marketing across the globe
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