Food Forum: The personalization of protein

Consumers are moving beyond meat and seeking alternative protein sources. By Colin Stewart From the 1990s Atkins diet to the South Beach diet, and more recently the caveman-style Paleo diet, protein has muscled its way into the top ranks of our diet psyche—and this trend is showing no signs of waning. Protein has never been more popular due to its proclaimed health benefits, including its support of weight loss and strength training. According to a recent report by the NPD Group, some 71% of consumers say they want more protein in their diets. While the popularity of protein is nothing new, there are significant changes happening in how consumers acquire their daily protein. In our recent shopper research at Acosta Sales & Marketing, we found that consumers are diversifying their protein sources while also looking for quick, convenient products. Consumption of beef and pork is decreasing while chicken is trending up. Consumers are increasingly likely to grab protein-enriched bars, smoothies, supplements and other high protein foods due to factors such as cost, health and wellness and convenience. The variety of protein sources in the U.S. has expanded rapidly with consumer desire for more protein. However, interest in protein has not necessarily translated into more meat sales. Health and wellness concerns, higher prices and for some, animal welfare are steering consumers away from beef and pork. The USDA predicts red meat will drop 1% in per capita consumption between 2014 and 2015 with broiler chicken consumption expected to increase 1.6% during the same period. The playing field is becoming increasingly competitive as consumers look to sources other than meat for their daily protein intake: •Consumers cite nuts (64%) as the most popular replacement for meat protein, followed by beans/lentils (63%), dairy/eggs (56%), rice/pasta/quinoa (50%) and supplements like bars and shakes (21%). •More than 31% of shoppers indicated they purchased meat alternatives, such as tofu and texturized vegetable protein over the past year, with Millennials leading the charge at just over 50%. Given consumer demand, CPG companies should evaluate their product portfolio and clearly highlight protein benefits on packaging (and elsewhere) as appropriate. Consider that cottage cheese sales rose by 104.5% when the packaging highlighted it as a “good” or “excellent” source of protein. Dry beans saw a lift of 50.3% and cellophane wrapped nut sales increased by 29.9%. Since many consumers indicate interest in meat alternatives but need guidance in making smart choices, brands and retailers can educate shoppers about protein in unexpected places like the fruit, vegetable and beverage aisles. Protein supplements With busy, on-the-go lifestyles, consumers are increasingly likely to eat two traditional meals per day and use meal replacements or snacks to augment dietary needs: •Almost 50% of shoppers using protein shakes/bars use them as meal replacements at least one to two times per week. •Millennials use protein supplements as meal replacements most frequently, followed by Generation X, while the majority of Silents are not using them at all. •Since 2009, unit sales of protein supplements have doubled, reflecting consumers’ interest in health and fitness. Shoppers have a nearly universal need for convenient and budget-friendly food options, meaning that portable, single portions of protein-rich products are in demand. Brands and retailers can also work together to weave protein sources into on-the-go options across the store, from offering hummus as a sandwich spread at the deli counter to serving ready-to-eat yogurt parfaits for breakfast or an afternoon snack. Despite the increased prominence of protein, our shopper survey found many are uninformed about the recommended daily protein requirements and the benefits of protein. While consumers cite protein as the most important nutrient for a healthy lifestyle, they need more education about its role in a healthy diet. Education is, and will continue to be, a key opportunity for brands and retailers to engage with consumers and help fulfill their pursuit of protein. Beyond advertising the benefits of protein through packaging and promotions and using social media networks to inform consumers, industry players can make an even bigger impact with collaborations or co-op marketing partnerships between brands, retailers and even health and wellness organizations. Colin Stewart is senior vice president at Acosta Sales & Marketing. He can be reached at [email protected]. The Personalization of Protein Hot Topic Report can be downloaded at www.acosta.com/hottopicreports.