Products with a high protein content are not yet a very broad category, but they are gaining ground every year. Consumers are reaching for them more and more - and this is no longer just a matter of curiosity, but also of conscious, planned choices. Changes in eating habits are creating new trends and thus the emergence of innovative food products.
Healthy trend
There is currently a shift towards healthy and active living. Consumers are looking for unprocessed products that provide the body with essential ingredients. One of these is protein, the amount of which in the diet was initially counted mainly by athletes and other physically active people. Now, more and more consumers are paying attention to its adequate content in their meals.
Protein is an essential macronutrient for maintaining muscle mass and rebuilding it. It is therefore recommended that physically active people reach for high-protein products. They are also recommended for pregnant women, the elderly and people in convalescence. High-protein products are also chosen by those on a weight-loss diet, as the high amount of protein ensures satiety for a long time.
“The growing interest in protein is driven by an awareness of its role in building muscle, regeneration and providing a long-lasting feeling of satiety. Diets such as keto, low-carb and high-protein diets are driving demand for these products, and effective marketing and education are further supporting their popularity,” notes Karolina Mankowska, analyst at ASM SFA.
In general, high-protein products are aimed at people who want to look after their health, regardless of age or activity level. This trend has largely been started by young people who have started to pay more attention to how they eat - they care about high quality and functionality. Their lifestyle has influenced manufacturers, who have started to create more and more protein-enriched products, and retailers, whose in-store range of ‘high protein’ products is becoming wider and wider.
New year, new me
The beginning of the year is a time when many people start making New Year’s resolutions. “I will start exercising regularly”, “I will lose weight” or “I will eat healthily” - are assumptions that come up a lot at this time. And those who want to achieve the figure of their dreams reach for high-protein products that support the body in achieving its goal.
Therefore, January sees a sharp increase in additions to shopping lists for protein products. As indicated by Listonic ads2 data, there is a marked drop in interest in such products in December. This is related to Christmas preparations, during which protein products do not play an important role. However, already in January, there is a significant increase due to New Year’s resolutions.
The data collected also shows that the popularity of this type of product is increasing year on year. “Comparing the first six months of 2022 and 2023, this was an increase of 85% for protein products and a 50% increase in the skyr and kvarg category,” the analysis reads.
Similar conclusions are drawn from NielsenIQ data. “When comparing year-on-year sales data from the high protein dairy category, a double-digit growth trend is evident. If we take a closer look at the yoghurt category, for example, there is a more than threefold increase in sales, both in terms of volume and value of sales of high-protein products in the yoghurt category nationwide,” – notes Karol Krakowko of the institute. He adds that the dynamics in the fixed-weight meat products category are even greater. Over the past year, the segment has seen an almost fivefold increase in sales value and a nineteenfold increase in sales volume.
Variety of choices
High-protein products are of interest to many groups. These range from athletes to the elderly, women and children. This diverse range of consumers means that there is an ever-increasing choice of ‘high protein’ products on supermarket shelves – to suit the tastes and needs of all consumers.
“Until a few years ago, high protein products were mainly associated with professional weightlifters. Nowadays, you can see a trend that ‘high protein’ includes not only protein supplements, but also meat products and their substitutes, dairy, vegan and vegetarian products, as well as RTE (ready to eat) snacks,” – notes Karol Krakowko of NielsenIQ.
There will be more and more high-protein products on the shelves and, over time, they will also start to include new categories, as many manufacturers will want to capitalise on this trend. Retailers should therefore keep an eye on changing consumer habits and stock their outlets with ‘high protein’ offerings now.
Katarzyna Jurkitewicz
Editor
Fot: AdobeStock
Healthy trend
There is currently a shift towards healthy and active living. Consumers are looking for unprocessed products that provide the body with essential ingredients. One of these is protein, the amount of which in the diet was initially counted mainly by athletes and other physically active people. Now, more and more consumers are paying attention to its adequate content in their meals.
Protein is an essential macronutrient for maintaining muscle mass and rebuilding it. It is therefore recommended that physically active people reach for high-protein products. They are also recommended for pregnant women, the elderly and people in convalescence. High-protein products are also chosen by those on a weight-loss diet, as the high amount of protein ensures satiety for a long time.
“The growing interest in protein is driven by an awareness of its role in building muscle, regeneration and providing a long-lasting feeling of satiety. Diets such as keto, low-carb and high-protein diets are driving demand for these products, and effective marketing and education are further supporting their popularity,” notes Karolina Mankowska, analyst at ASM SFA.
In general, high-protein products are aimed at people who want to look after their health, regardless of age or activity level. This trend has largely been started by young people who have started to pay more attention to how they eat - they care about high quality and functionality. Their lifestyle has influenced manufacturers, who have started to create more and more protein-enriched products, and retailers, whose in-store range of ‘high protein’ products is becoming wider and wider.
New year, new me
The beginning of the year is a time when many people start making New Year’s resolutions. “I will start exercising regularly”, “I will lose weight” or “I will eat healthily” - are assumptions that come up a lot at this time. And those who want to achieve the figure of their dreams reach for high-protein products that support the body in achieving its goal.
Therefore, January sees a sharp increase in additions to shopping lists for protein products. As indicated by Listonic ads2 data, there is a marked drop in interest in such products in December. This is related to Christmas preparations, during which protein products do not play an important role. However, already in January, there is a significant increase due to New Year’s resolutions.
The data collected also shows that the popularity of this type of product is increasing year on year. “Comparing the first six months of 2022 and 2023, this was an increase of 85% for protein products and a 50% increase in the skyr and kvarg category,” the analysis reads.
Similar conclusions are drawn from NielsenIQ data. “When comparing year-on-year sales data from the high protein dairy category, a double-digit growth trend is evident. If we take a closer look at the yoghurt category, for example, there is a more than threefold increase in sales, both in terms of volume and value of sales of high-protein products in the yoghurt category nationwide,” – notes Karol Krakowko of the institute. He adds that the dynamics in the fixed-weight meat products category are even greater. Over the past year, the segment has seen an almost fivefold increase in sales value and a nineteenfold increase in sales volume.
Variety of choices
High-protein products are of interest to many groups. These range from athletes to the elderly, women and children. This diverse range of consumers means that there is an ever-increasing choice of ‘high protein’ products on supermarket shelves – to suit the tastes and needs of all consumers.
“Until a few years ago, high protein products were mainly associated with professional weightlifters. Nowadays, you can see a trend that ‘high protein’ includes not only protein supplements, but also meat products and their substitutes, dairy, vegan and vegetarian products, as well as RTE (ready to eat) snacks,” – notes Karol Krakowko of NielsenIQ.
There will be more and more high-protein products on the shelves and, over time, they will also start to include new categories, as many manufacturers will want to capitalise on this trend. Retailers should therefore keep an eye on changing consumer habits and stock their outlets with ‘high protein’ offerings now.
Katarzyna Jurkitewicz
Editor
Fot: AdobeStock
