At a time when the food industry is struggling under the combined pressure of tough demographics, consumers pulling back on spending, geopolitical trouble, and rising costs of inputs, there has been at least one notable bright spot: protein. Consumers have shown a remarkable and enduring interest in high-protein products in virtually every format and category. But how long can this last? Are we nearing the end of the Age of Proteinmaxxing?
The rise (and fall) of proteinmaxxing
One of the curious things about the rise of protein is that in all developed markets and many developing ones the average consumer is already getting the recommended amount. This is true even at higher recommendation levels. In the US, for example, Euromonitor International’s Nutrition data shows that from food and drink alone the average American purchases 102g of protein a day (a figure that excludes supplements). That is enough to match the FDA’s new guidance for the average person (and well above the lower recommendation still held by WHO and EFSA).
Importantly, consumers have increasingly embraced the..........
The article is the property of Euromonitor International, a market intelligence company, and you can find it here.
