Encourage the health halo with protein, says Canadean
A new Canadean survey finds that consumers in the UK are acknowledging the importance of eating and drinking products that are high in protein, but consumers do not have enough protein in their daily diets – a challenge and opportunity for manufacturers. According to the survey, 81% of consumers say that they are aware of the importance of having enough protein in their diet. Despite this high awareness, only 44% say that they have the correct daily allowance of protein. Moreover, only 16% of consumers say that they are making more of an effort to seek out food and drink products that are high in protein.
When those who are seeking out groceries high in protein were asked why they were doing so, the most common reason was “to improve general wellbeing” (44%) followed by “to increase strength” (37%). These general answers show that there is still some unawareness about the specific benefits of the ingredient, such as increased bone density, lower risk of osteoporosis and muscle retention.
While the 25-34 year olds are most likely to try and include more protein (28%), consumers aged 55+ are the least likely (10%). This shows that manufacturers need to educate senior citizens better about the specific health benefits of protein. Manufacturers of products high in protein also have to overcome issues related to taste perception and consumer scepticism, especially when purchasing everyday groceries. Canadean’s data shows that 52% of consumers are sceptical of indulgent products such as ice cream with high-protein claims on the packaging.
Michael Hughes, lead analyst at Canadean, says: “While protein currently has a ‘health halo’ surrounding it, more needs to be done to encourage consumers to purchase products high in the ingredient. 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.”
