Trend Insights – #8 of the top 10 shaping global food industry product development
#8 – The Protein Horizon
New product development concerning protein continues to go from strength to strength, with protein claims evident in a wide variety of foods and beverages. The dairy category has been the main beneficiary with yogurt and, more specifically, Greek yogurt being a catalyst. The addition of high levels of protein to certain products has attracted more male attention to some market categories.
• The addition of protein sends subliminal weight management messaging due to its satiety attributes and will continue to offer added value.
• More “male-specific” marketing will emerge for mainstream protein products – not just for sports nutrition.
• Vegetable protein ingredient development will continue to flourish in order to target a wider range of consumers.
• New protein product development for bakery items will be an area of focus!
Source: Innova Market Insights Top Ten Trends Report 2014