Consumers view protein as ‘most trusted’ nutrient

By Nicholas Robinson contact

- Last updated on GMT

Protein intake is on the rise across Europe
Protein intake is on the rise across Europe

Related tags: Nutrition, Mintel

Protein has emerged as the most trustworthy nutrient for consumers globally, in response to a barrage of conflicting dietary advice, including that surrounding fats and carbohydrates.

The revelation followed new research from Mintel, which showed consumers in four key global markets were turning to the protein as a trusted weight management aid. A significant number of those surveyed by Mintel had increased their protein intake in 2014, when compared with 2013.

Eating more protein

A quarter (26%) of Chinese and US (25%) consumers said they were eating more protein than the year before and 13% and 12% of UK and German consumers respectively had also increased their protein intake.

The percentage of global food and drink products making a high-protein claim increased by 17% between 2010 and 2014, said Stephanie Mattucci, global food analyst at Mintel.

“It seems that protein is the latest unexplored area of a food product’s nutritional statement,” ​she added. “Protein is no longer a fad; high-protein diets and products have made a real impression on nutrition and are re-shaping consumers’ attitudes towards protein.”

Increase purchases

The increased purchase of high-protein products in the four key consumer markets centred around weight management, Mattucci added.

Half (51%) of Chinese consumers, 47% and 46% of UK and US consumers and 39% of German consumers were eating more protein to maintain their weight, the research showed.

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