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Industry Releases New Stats on Protein, Brain Health, Brand Marketing

Results from recent surveys and reports reveal important protein ingredient characteristics, current consumer interest in brain health, and the latest marketing strategies used by industry brands.

Results from recent surveys and reports reveal important protein ingredient characteristics, current consumer interest in brain health, and the latest marketing strategies used by industry brands.

Results from the 2014 R&D Protein Ingredients Trends Survey, offered during Global Food Forums’ 2014 Protein Trends and Technologies Seminar, indicated 70 percent of the protein knowledgeable R&D/product development respondents identified a protein’s nutritional aspects as one of the top three most important characteristics to consider. This was followed closely by “functionality (physiochemical properties)," identified by 68 percent of the technical respondents. “Price per pound" was also checked off by 60 percent of those surveyed. The next five characteristics chosen trailed noticeably in importance; they included “consumer popularity," “allergenicity" and “reliability of supply"—selected by 38 percent, 35 percent and 23 percent of the respondents, respectively.

Another recent survey investigated the current consumer interest in brain health. In the new Wakefield survey conducted on behalf of Kyowa Hakko, results showed more than half (57 percent) of Americans fear reduction in brain function more than physical decline (43 percent). Additionally, the study found 54 percent of survey respondents admit to having trouble remembering names, while 30 percent admit to not remembering friends’ or family members’ birthdays. The survey also showed forgetfulness is prevalent in younger Americans. The majority of millennials (59 percent) report frequent forgetfulness during their morning routines, with most forgetting keys (32 percent), cell phones (28 percent) and to turn off appliances (21 percent).

New data from SPINS, in partnership with Pure Branding, shows natural and organic product marketers are using an increasing number of online and digital strategies—including social media, search engine optimization and e-newsletters—in addition to traditional marketing tactics (live demos, percent discounts and advertising circulars). These tactics help build sales and customer loyalty on limited marketing budgets, according to the Natural Products Marketing Benchmark Report 2015. And while price sensitivity remains an issue, marketers see the greatest opportunities for growth in the grocery and supermarket retail channels, closely followed by traditional independent natural foods stores, and online sales that continue to gain market share.

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