A new Canadean report finds that half of UK consumers are now aware of the health benefits of protein, presenting an expanding opportunity for protein enriched food and drinks.
The market has already witnessed launches of several interesting protein products. Wheyhey is a brand of protein ice cream that is made with natural ingredients and contains no sugar.
“The product successfully meets consumer demand for more tasty products, while upping their protein intake at the same time,” says Kirsty Nolan, analyst at Canadean.
A survey in the report shows that 49% of UK consumers are now “very aware” of the health benefits of protein. Almost a fifth of all respondents (16%) are upping their consumption by seeking out groceries that are high in protein. Moreover, almost one out of ten consumers (8%) is using protein supplements. However, the survey also finds that 68% of supplement users would substitute their protein shakes for alternative protein sources such as fortified food and drink products.,
According to Nolan, “these results indicate that ingredients and food manufacturers have successfully turned the demand for protein from a short-term fad into a long-term, sustainable trend. The continued challenge for manufacturers is to effectively use the new protein ingredients available on the market to create convenient and tasty protein enriched food and drinks for consumers who are increasingly seeking a variety of new, protein-rich offerings.”