Prioritising Protein-Obsessed Consumers
The darling of new food and drink product development, protein has risen to near-mythical status in the eyes of wellness-seeking consumers. No longer confined to bodybuilders’ diets or post-gym shakes, protein is now ubiquitous across FMCG categories. While supermarkets offer protein-enriched versions of everyday items, from cereals and bottled water to popcorn, consumers now perceive protein as a nutritional badge of honour.
Protein on a Pedestal
The Protein Prescription
The Protein-Everything Economy
The protein enthusiast spans multiple demographics. While Gen Z especially favours protein for performance and appearance, time-poor Millennials appreciate convenience-led formats. For Gen X, protein is often viewed through a longevity lens, and for Boomers it can help maintain muscle mass. Many fans also view the ‘filling’ macronutrient to curb cravings and reduce mindless snacking.
The protein enthusiast spans multiple demographics. While Gen Z especially favours protein for performance and appearance, time-poor Millennials appreciate convenience-led formats. For Gen X, protein is often viewed through a longevity lens, and for Boomers it can help maintain muscle mass. Many fans also view the ‘filling’ macronutrient to curb cravings and reduce mindless snacking.
Summary
Protein on a Pedestal | The protein enthusiast spans multiple demographics. While Gen Z especially favours protein for performance and appearance, time-poor Millennials appreciate convenience-led formats. For Gen X, protein is often viewed through a longevity lens, and for Boomers it can help maintain muscle mass. Many fans also view the ‘filling’ macronutrient to curb cravings and reduce mindless snacking. |
The Protein Prescription | For individuals taking weight loss medications, like Ozempic, protein can prevent muscle loss as appetite and calorie intake drop. It also enhances feelings of fullness, complementing the drug’s ‘satiety-mimicking’ effects. For more on the broader wellbeing and cultural implications of weight loss drugs, watch SXSW: Ozempic & Friends – Society’s Saviour or Saboteur? |
The Protein-Everything Economy | While social media is fuelling the protein craze, amplifying messaging around high-protein diets being essential for health and fitness, product developers are bringing protein to expected and unconventional categories. Meanwhile, advances in food tech are making new protein sources viable for consumption. See also Protein Power-Up in Food & Health Trends: 25/26. |
Prioritising Protein-Obsessed Consumers
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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