More than three-fourths (78%) of consumers say they pay close attention to protein in their diet, and 36% get their information about protein products and trends from packaging and labels, according to Numerator’s latest report on protein market trends released Wednesday.
Boomers are the most likely generation to say that they are paying close attention to their protein intake (82%), followed by Gen X (78%), millennials (74%) and Gen Z (74%). Seventy-eight percent of consumers say it is important to meet daily protein goals, and it is the highest among Boomers (83%).
More than half (55%) said they prefer to meet their protein needs mostly through whole foods (e.g., meat, dairy products), followed by foods or beverages fortified with protein (19%), protein powders/shakes (13%) and a combination of two or more sources (10%), according to the report. While 99% of consumers say they consume whole food sources of protein, 78% say they eat protein-fortified products, and 63% say they consume protein-based products like shakes, powders and bars.
In salty snacks, protein-fortified options have grown household penetration by 162% and trips by 197% vs. 3% and 4%, respectively, for non-protein-fortified options.
Compared to non-GLP-1 users, GLP-1 users have a 25% higher buy rate for protein shakes, 9% higher buy rate for protein water, meat, and beans or grains, and an 8% higher buy rate for protein-fortified salty snacks, Numerator said.
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