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.”
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.