Food: From Kardashian popcorn to pancakes - is the protein health craze worth it?

Why it is the topic trending:

• Proliferation of High-Protein Products: The market is seeing a significant increase in the launch of high-protein versions of various food items, including unexpected categories like desserts and snacks.

• Celebrity Endorsements: High-profile celebrities are promoting or launching protein-rich products, drawing public attention.

• Rising Sales Figures: Data indicates a substantial increase in the percentage of new food product launches making protein claims.

• "Health Halo" Perception: Protein is currently perceived as a healthy nutrient, driving consumer interest and marketing efforts.

• Debate Over Effectiveness: Questions are being raised about whether these products are genuinely beneficial or primarily a marketing tactic, and if they are worth the extra cost.

Overview:

The article explores the growing trend of high-protein food products flooding supermarket shelves, from staples to snacks, often endorsed by celebrities. It examines whether this "protein health craze" is genuinely beneficial for muscle building and healthy living or if it's mainly a marketing strategy capitalizing on the positive perception of protein. The piece analyzes sales data, expert opinions from a personal trainer and a nutrition lecturer, and nutritional comparisons to determine the value and worth of these protein-advertised products.

Detailed Findings:

• Surge in High-Protein Food Launches: 8.3% of food product launches in the first three months of 2025 made protein claims, up from 6.1% in 2024 and 4.6% in 2023.

• Protein Claims in Unexpected Products: High-protein claims are appearing in mousses, desserts, granola, pancakes, and even pizza.

• "Health Halo" of Protein: Protein is currently enjoying a positive health perception among consumers.

• Expert Preference for Whole Foods: A personal trainer believes protein should primarily come from whole foods like vegetables and lean meats, questioning the necessity of high-protein snacks.

• Convenience as a Driver: The convenience of high-protein snacks is seen as a reason for their appeal, especially for busy individuals.

• Regulatory Thresholds for Protein Claims: Products need to have at least 12% of their energy value from protein to claim they are a "source of protein" and 20% to claim they are "high in protein."

• Methods to Increase Protein Content: Manufacturers add protein-rich ingredients like nuts and pulses or increase density by removing water.

• Protein Needs for Muscle Building vs. General Health: Building muscle requires around 1.6g of protein per kg of body weight daily, while for general health, the average person needs around 1.2g.

• Concerns Over Ultra-Processed Foods: Experts warn that many high-protein snacks are ultra-processed, with potential unknown health impacts.

• Calorie Considerations: Some protein-advertised snacks can have as many calories as regular versions. Example: Nature Valley protein bars vs. Cadbury peanut brunch bars.

• Benefits for Specific Groups: Increased protein in staples might benefit the elderly who need more protein for muscle and bone strength.

• Cost Discrepancy: High-protein versions of staple foods, like pasta, can be significantly more expensive than regular versions.

• Potential Benefit for Those Needing Extra Protein: High-protein products might be helpful for those trying to meet specific protein goals, especially if their diet is primarily whole foods.

• Protein as a Marketing Tool: The increased hype around protein has led to manufacturers using it extensively for marketing purposes.

Key Takeaway:

The key takeaway is that while protein is essential for health, the current "protein health craze" and the proliferation of high-protein snacks and staples may be more of a marketing phenomenon capitalizing on protein's positive image. While these products can offer convenience and help some individuals reach their protein goals, experts recommend prioritizing whole food sources of protein and being wary of the potential downsides of ultra-processed high-protein options, especially considering the often higher cost.

Main Trend:

The Proteinification of Everyday Foods: This trend describes the widespread addition of protein to a vast array of food products, extending far beyond traditional protein sources and supplements, as manufacturers capitalize on the perceived health benefits of protein in their marketing efforts.

Description of the Trend:

The "Proteinification of Everyday Foods" trend signifies a significant shift in the food industry where protein is being increasingly incorporated into a wide range of products, many of which are not traditionally associated with high protein content. This includes snacks, desserts, baked goods, and even staple items like pasta and rice. Driven by consumer demand for healthier options and the strong marketing appeal of protein, manufacturers are fortifying their products with added protein to tap into the "health halo" surrounding this macronutrient. This trend reflects a broader cultural focus on protein consumption and its perceived benefits for muscle building, weight management, and overall well-being.

What is Consumer Motivation (Detailed Description):

Consumers are driven to purchase high-protein versions of everyday foods by several motivations:

• Perceived Health Benefits: Protein is widely associated with muscle growth, satiety, weight management, and overall health. Consumers seeking these benefits may gravitate towards protein-enhanced products.

• Convenience: Busy lifestyles often make it challenging to consume enough protein through whole foods alone. High-protein snacks and meals offer a convenient way to increase protein intake on the go.

• Taste and Preference: Some consumers may find the taste or texture of protein-fortified products appealing.

• Marketing and Hype: The extensive marketing and celebrity endorsements surrounding high-protein products create awareness and influence consumer choices.

• Effortless Enhancement: Choosing a high-protein version of a familiar food seems like an easy way to boost their protein intake without significantly changing their diet.

What is Driving Trend (Detailed Description):

Several factors are driving the "Proteinification of Everyday Foods" trend:

• Positive Perception of Protein: Protein has a strong "health halo" and is viewed favorably by many consumers.

• Market Demand: Consumers are actively seeking out and purchasing high-protein options, creating a market opportunity for manufacturers.

• Product Innovation: Food manufacturers are finding ways to incorporate protein into a wider range of products through various ingredients and processing techniques.

• Marketing Opportunities: Protein content is a readily marketable attribute that appeals to health-conscious consumers.

• Regulatory Framework: The regulations defining "source of protein" and "high in protein" provide a clear framework for manufacturers to make these claims.

What is Motivation Beyond the Trend (Detailed Description):

Beyond the immediate appeal of high-protein products, consumers may be motivated by deeper desires:

• Desire for a Quick Fix: In a busy world, people often look for convenient solutions to their health and fitness goals, and high-protein products can be perceived as such.

• Seeking a Sense of Control Over Health: Choosing "healthier" versions of familiar foods can give consumers a feeling of being proactive about their well-being.

• Influence of Social Trends and Media: The emphasis on protein in fitness culture and media contributes to its perceived importance and drives consumer demand.

Description of Consumers Article is Referring to:

The article refers to general consumers in supermarkets, as well as specific groups:

• Age: The appeal of convenience might skew towards busy working adults. The influence of celebrity endorsements might resonate more with younger demographics. The benefit for elderly people needing more protein is specifically mentioned.

• Gender: The article doesn't explicitly differentiate by gender, but protein intake is often discussed in fitness contexts that can appeal to both men and women.

• Income: The mention of "worth the extra cost" suggests that price sensitivity is a factor for some consumers.

• Lifestyle: The trend likely appeals to individuals with busy lifestyles who seek convenient ways to increase their protein intake. It also targets those interested in fitness, weight management, and general health and wellness.

Conclusions:

The main conclusions from the article are:

• High-protein food product launches are significantly increasing.

• Protein claims are being added to a wide variety of unexpected foods.

• Experts recommend prioritizing whole food sources of protein over relying on ultra-processed high-protein snacks.

• While these products can be convenient and helpful for some, they might not always be worth the extra cost and could be heavily processed.

• Protein's current "health halo" is driving this trend as a marketing tool.

Implications for Brands:

• Capitalize on Protein's Popularity: Continue to innovate and offer high-protein versions of various products, but be mindful of nutritional quality.

• Clearly Communicate Nutritional Value: If offering high-protein options, be transparent about the ingredients and processing methods.

• Consider Different Consumer Needs: Offer a range of options catering to convenience seekers, fitness enthusiasts, and those needing genuinely higher protein intake.

• Be Mindful of Pricing: Justify the potential higher cost of high-protein products with tangible benefits beyond just the added protein.

Implication for Society:

• Potential Overconsumption of Protein: The widespread availability of protein-fortified foods could lead to some individuals consuming more protein than necessary.

• Increased Consumption of Ultra-Processed Foods: The focus on protein enhancement might inadvertently increase the intake of ultra-processed foods in the population.

• Shifting Dietary Habits: This trend is influencing the types of foods consumers are purchasing and consuming.

Implications for Consumers:

• Need to Read Labels Carefully: Consumers should scrutinize the nutritional information of high-protein products, paying attention to overall calories, sugar, and processing levels.

• Prioritize Whole Food Protein Sources: Focus on incorporating lean meats, fish, eggs, dairy, legumes, and nuts into their diet as primary protein sources.

• Consider if Extra Protein is Truly Needed: Evaluate their individual protein requirements based on activity level and health goals before relying on fortified products.

• Compare Costs: Assess if the extra cost of high-protein versions is justified by the nutritional benefits and their individual needs.

Implication for Future:

• Continued Innovation in Protein Fortification: Expect further advancements in how protein is added to various food matrices.

• Potential Scrutiny of Ultra-Processed Protein Products: Growing awareness of the potential downsides of ultra-processed foods might lead to more critical evaluation of high-protein snacks.

• Regulation and Labeling Evolution: Regulatory bodies might pay closer attention to protein claims and potentially evolve labeling requirements.

Consumer Trend (Name: Protein-Focused Snacking):

• Detailed Description: This trend describes the increasing consumer preference for snack options that are marketed as high in protein, driven by the perception that protein-rich snacks are healthier, more satiating, and beneficial for fitness and weight management goals.

Consumer Sub Trend (Name: Convenience Over Whole Foods (for some)):

• Detailed Description: For busy individuals, the convenience and portability of high-protein snacks and drinks can sometimes outweigh the desire to obtain protein primarily from whole, unprocessed foods.

Big Social Trend (Name: The Wellness and Fitness Obsession):

• Detailed Description: The societal emphasis on health, wellness, and physical fitness contributes significantly to the "protein health craze," as protein is widely promoted as a key nutrient for achieving these goals.

Worldwide Social Trend (Name: Global Interest in Protein-Rich Diets):

• Detailed Description: The focus on protein intake for health and fitness is not limited to the UK or the US and is a global trend seen in many developed countries.

Social Drive (Name: Perceived Shortcut to Health and Fitness):

• Detailed Description: High-protein snacks and products can be perceived as a relatively easy way to enhance one's diet and work towards health and fitness goals without significant dietary overhaul.

Learnings for Brands to Use in 2025 (Bullets, Detailed Description):

• Be Authentic in Protein Claims: Ensure that the protein content justifies the marketing claims and offers real benefit.

• Highlight Nutritional Value Beyond Protein: Don't neglect other important nutrients and be transparent about sugar, fat, and processing levels.

• Cater to the Demand for Convenience: Offer genuinely convenient and healthy high-protein options for on-the-go consumers.

• Consider the Price Point: Be mindful of the cost sensitivity of consumers and offer reasonably priced high-protein alternatives.

• Educate Consumers: Provide clear and accurate information about the role of protein in a balanced diet and the benefits of your specific products.

Strategy Recommendations for Brands to Follow in 2025 (Bullets, Detail Description):

• Develop Healthier High-Protein Options: Focus on creating high-protein products with minimal processing and lower levels of unhealthy fats and sugars.

• Offer Plant-Based Protein Alternatives: Cater to the growing demand for plant-based protein sources.

• Bundle with Educational Content: Provide recipes or meal ideas that incorporate your high-protein products within a balanced diet.

• Partner with Fitness and Wellness Professionals: Collaborate with experts to build credibility and educate consumers.

• Explore Protein in Staple Foods Thoughtfully: If fortifying staple foods, ensure it offers a genuine benefit without significantly increasing the price or compromising nutritional quality.

Final Sentence (Key Concept) Describing Main Trend from Article:

The "protein health craze" reflects the widespread marketing of protein as a key to health and fitness, leading to the proteinification of a diverse range of everyday food products.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies can benefit from the protein trend by innovating with healthier, less processed high-protein options while providing clear and honest information to consumers about the nutritional value and role of these products within a balanced diet. They can do this by:

• Investing in Research and Development: Explore new and cleaner ways to incorporate protein into various food formats.

• Prioritizing Whole Food Ingredients: Where possible, base high-protein products on minimally processed, whole food sources of protein.

• Improving Nutritional Transparency: Provide detailed and easy-to-understand nutritional information that goes beyond just protein content.

• Engaging in Responsible Marketing: Avoid misleading claims and focus on educating consumers about the appropriate use of protein-enhanced foods.

• Catering to Specific Needs: Develop product lines that address the specific protein needs of different consumer segments (e.g., athletes, seniors, busy professionals).

Final Note:

• Core Trend: Proteinification of Everyday Foods: The increasing prevalence of protein-added products across various food categories.

• Core Strategy: Offer Healthier and Transparent Protein Options: Focus on nutritional quality and honest communication with consumers.

• Core Industry Trend: The Continued Growth of the Wellness Market: The demand for products perceived as healthy, including high-protein options, is likely to continue.

• Core Consumer Motivation: Seeking Perceived Health and Convenience: Consumers are looking for easy ways to boost their protein intake for perceived health benefits.

• Final Conclusion: While the protein health craze presents opportunities for brands, it's crucial to prioritize genuine nutritional value and transparency to build consumer trust and avoid contributing to the potential downsides of over-processed, protein-fortified foods. A balanced approach that emphasizes whole food protein sources alongside thoughtfully developed protein-enhanced options is likely the most sustainable path forward.

Core Trend Detailed (Name: The Proteinification of Everyday Foods)

• Description: This core trend signifies a substantial and growing movement within the food industry where manufacturers are increasingly adding protein to a wide variety of everyday food products, extending well beyond traditional protein sources like meat, fish, and eggs. This phenomenon encompasses snacks, beverages, breakfast items, baked goods, and even staple foods. The driving force behind this trend is the strong positive perception of protein among consumers, who often associate it with benefits like muscle building, satiety, weight management, and overall health. As a result, protein has become a powerful marketing tool, with manufacturers capitalizing on this "health halo" by fortifying their products to attract health-conscious consumers and potentially command a premium price.

• Key Characteristics of the Trend (summary):

  • Widespread Protein Addition: Protein claims are appearing in a diverse and often unexpected range of food categories.

  • Marketing Driven: The trend is significantly fueled by the positive consumer perception of protein and its use in marketing.

  • Convenience Focus: Many protein-fortified products are positioned as convenient ways to increase protein intake, catering to busy lifestyles.

  • Regulatory Framework Utilization: Manufacturers are leveraging regulations defining "source of protein" and "high in protein" to make these claims on their products.

  • Use of Various Protein Sources: Protein is being added through ingredients like nuts, pulses, whey, soy, and other protein isolates.

• Market and Cultural Signals Supporting the Trend (summary):

  • Mintel Sales Data: Demonstrates a significant year-on-year increase in the percentage of new food product launches making protein claims.

  • Celebrity Endorsements: High-profile endorsements and product launches by celebrities highlight the trend's mainstream appeal and marketability.

  • "Health Halo" of Protein: The article explicitly mentions the positive health perception of protein as a key driver.

  • Consumer Demand: The increasing availability of these products reflects a consumer demand for higher protein options.

  • Visibility on Supermarket Shelves: The sheer number and variety of protein-fortified foods now available in supermarkets is a clear indicator of this trend.

• How the Trend Is Changing Consumer Behavior (summary):

  • Seeking Protein in Unexpected Places: Consumers are now looking for and expecting protein to be added to a broader range of food items.

  • Increased Snacking on Protein-Rich Options: There's a rise in the consumption of protein bars, drinks, and other fortified snacks.

  • Potential Shift in Meal Choices: Consumers might opt for protein-enhanced versions of staple foods like pasta or pancakes.

  • Influence of Marketing on Food Choices: Consumers are being influenced by the prominent protein claims and marketing messages.

  • Potential Over-Reliance on Processed Foods for Protein: The convenience of these products might lead some consumers to prioritize them over whole food sources of protein.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Significant opportunities for product innovation and differentiation by offering high-protein versions of existing products or launching new ones. Strong emphasis on marketing protein content.

  • For Retailers: Need to allocate more shelf space to accommodate the growing variety of high-protein products across different categories. Marketing these items as part of a healthy lifestyle.

  • For Consumers: Easier access to convenient sources of protein. Potential for increased cost compared to non-fortified versions. Need to be discerning about the overall nutritional quality of these products beyond just protein content.

• Strategic Forecast: The "Proteinification of Everyday Foods" trend is likely to continue strongly in the near future, driven by sustained consumer interest in health and wellness, and the effective marketing of protein. We can expect further innovation in protein fortification technologies and the emergence of high-protein options in even more unexpected food categories. However, increasing consumer awareness of the potential downsides of ultra-processed foods might lead to a demand for healthier, less processed high-protein alternatives in the longer term. Regulatory scrutiny of protein claims and the overall nutritional profile of these products may also increase.

• Final Thought: The "Proteinification of Everyday Foods" reflects a significant current in the food industry, driven by a powerful combination of consumer demand for health benefits and strategic marketing. While offering convenience and potentially aiding some individuals in reaching protein goals, it underscores the importance for consumers to remain informed and prioritize whole food sources within a balanced diet.

Source: https://www.bbc.com/news/articles/cg419eglqv5o