Video: Overcoming Consumer Misconceptions About Protein

Although healthy living consumers are seeking products to help support overall wellness, protein often doesn’t make the cut due to fears about weight gain.

Results of the inaugural Mind of the Consumer research study were presented at Ingredient Marketplace 2016. Heather Granato, vice president, content, Informa’s Global Health & Nutrition Network, detailed topline insights into what consumers are seeking in the healthy living segment.

Among the revelations, Granato noted many active lifestyle consumers are shying away from products marketing high protein content. Although brand holders may assume active consumers understand the potential benefits of protein, research shows a disconnect.

Watch the video to learn more about consumer purchase drivers in the protein category, and click the following link to read the full Report, "The Mind of the Consumer: Protein."

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