Consumers are aware of the many health benefits of protein—including weight management, energy and anti-aging—but are increasingly returning to traditional food sources such as eggs, dairy and meat to boost their intake, rather than selecting supplements.
This is just one of the findings from the inaugural Mind of the Consumer study, being presented at Ingredient Marketplace in late April. Developed in partnership with the Natural Marketing Institute (NMI), we sought to explore and understand consumer expectations and perceptions in key ingredient categories such as protein. The team also examined ingredient suppliers and their perceptions in regards to consumer demand, allowing a comparison between what suppliers are doing compared to consumer needs.
We noted across all categories, consumers are (as expected) looking for safe and effective products that are less artificial and closer to natural. And while consumers are turning to whole food sources first for protein, they’re more than willing to use fortified foods and supplements. Almost 20 percent of consumers are using protein powder supplements and 23 percent are making use of shakes fortified with protein; of those consumers, two-thirds say they are using those products more now than they did last year.
The Mind of the Consumer findings are not just focused around protein, but also delve into sports nutrition, weight management, digestive health, omega-3s and probiotics. These insights will showcase areas of opportunity for finished product manufacturers and suppliers to develop and launch new products successfully.
Interested in learning more? Join us on Friday, April 29, at Ingredient Marketplace for the inaugural presentation of the Mind of the Consumer research findings. NMI’s Steve French and I look forward to sharing insights across the focus areas and looking at where the areas of opportunity lie in today’s dynamic marketplace.