Understanding Protein Choices To Meet Consumer Demand

By Jean Heggie, Strategic Marketing Lead, DuPont Health & Nutrition

One walk down the aisles of any supermarket will demonstrate the strong consumer demand for protein. From cereals to snacks, from bars to beverages, the increasing number of mainstream brands focusing on protein inclusion and promotion on their labels is a testament to consumer interest in this macronutrient. In fact, according to the International Food Information Council Foundation (IFIC), 58 percent of consumers consider protein when making decisions about food purchases.

While demand for protein is already strong, we see continued areas of growth as consumers learn more about the role protein plays both in their diet and in meeting the demands of their lifestyle. For example, protein’s positive effect on satiety makes it a great aid in weight management, but protein also plays a key role in building and maintaining lean muscle mass, benefiting an array of consumers, from the workout enthusiast looking for muscle gains to an aging baby boomer population wanting to maintain lean muscle as they age.

With many factors contributing to a person’s specific protein needs, such as age, lifestyle, and level of physical activity, there are ample product innovation opportunities for food manufacturers around protein enriched products. One protein source in particular, soy protein, offers food manufactures a number of benefits over other protein sources, namely functionality, versatility, and sustainability.

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