Survey Reveals Consumer Thoughts on Protein-Based Foods, Beverages

Protein sport shake and powder . Fitness food and drink. Diet

Naas, Ireland—Most protein consumers are motivated by health and wellness, according to new global research from Kerry.

The survey covered more than 6,300 consumers in 12 countries, seeking to better understand the opportunities for food and beverage manufacturers as they innovate to address demand for protein fortification, according to a press release on the topic.

Soumya Nair, Global Director, Consumer Research and Insights, commented: “Accelerated by COVID-19 and consumer focus on health and rising interest in proactive—versus reactive—nutrition, rapid change has occurred recently in food and beverage markets around the world as broader awareness of the many benefits of protein increasingly drives purchase decisions among mainstream consumers. This extensive Kerry research puts protein foods and beverages squarely under a microscope to understand where the opportunities lie for brands to innovate.”

The Protein Mindset: Uncovering Consumers’ Perceptions and Preferences of Proteins found, among other things, that on-pack claims of “better for you,” “healthy halo,” and “clean-label” were crucial for creating protein-based foods and beverages that will resonate with consumers. The survey also discussed top current opportunities for innovation, and how Kerry can support manufacturers as they apply this research. Some numbers:

  • 75% of global consumers would pay a higher price for protein-fortified food and beverages—more than half of global consumers would pay a 10% premium, and an additional 15% would be willing to pay a 25% premium.
  • More than 60% of consumers feel that taste is the top purchase consideration, with quality coming in second.

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Nair concluded: “There is little doubt the protein revolution in food and beverages offers exciting and dynamic opportunities for all product developers. This timely report provides a range of insights to consider incorporating within their short- and long-term product planning and development processes.”

The report is available here.