Uncategorised

High protein products in demand, taste preconceptions still an issue, study

A new study from market research company, Canadean has found that while consumers are acknowledging the importance of consuming high protein food, few actually have enough protein in their diets.

A survey conducted in the UK by Canadean revealed that 81 percent of consumers were aware of the importance of consuming enough protein, however only 44 percent have the correct daily allowance. Furthermore only 16 percent of consumers said that they actively sort out food and beverage products that are high in protein.

44 percent of respondents said that they purchased high protein products to “improve general wellbeing” and 37 percent “to increase strength”. Canadean say that these general answers reflect that there is still some unawareness surrounding the specific benefits of protein such as increased bone density and muscle retention.

The research also revealed that the 25-34 age segment are most likely to try and include more protein in their diet, and that consumers over 55 were the least likely. Lead analyst at Canadean, Michael Hughes says that this provides a prime opportunity for manufacturers to educate senior citizens better about the health benefits of protein. However Hughes also cautioned that manufacturers will need to overcome a number of negative preconceptions related to the taste of high protein products.

Canadean’s data shows that 52 percent of consumers are sceptical of indulgent products such as ice cream with high-protein claims on the packaging.

“While protein currently has a 'health halo' surrounding it, more needs to be done to encourage consumers to purchase products high in the ingredient,” says Hughes. “Manufacturers need to target specific demographic groups – and in particular senior citizens – by educating consumers about the specific health benefits associated with protein and how it can improve their lifestyle.”

 

Send this to a friend