The current generation of consumers, both young and old, are more health conscious and would like to consume food and beverage products which offer a higher protein content.
Protein comes into prominence as consumers increasingly associate protein with health. Euromonitor research found that 26% of global consumers are trying to increase their protein intake while 53% consider protein to make them healthier.
Due to the rising association of protein with health, the daily per capita consumption of protein is usually higher than the recommended amount especially in developed countries.
Food manufacturers have capitalised on this by launching many packaged food products like breakfast cereals and baby food with higher protein content.
The essential need for protein in one’s diet has also resulted in popular drink categories like sports drink, functional drink and powdered drink to offer high protein content in their products. Recent product prototypes shown by USDEC last year showcased tea and coffee enriched with protein, the usual type of beverages regularly consumed during breakfast or afternoon tea. Such products could be beneficial to the elderly who often lack protein in their diet, and who often find difficulty to boost their protein intake due to their lack of appetite and consumption of solid food.
The following charts showed the dietary preferences of global consumers with regards to protein (chart 1.0), as well as their main reasons for consuming products with protein (chart 2.0).
