A latest survey has proven that buyers suppose very positively about protein. Nonetheless, as Mike Hughes explains, you will need to not overestimate the extent that buyers monitor their protein consumption… Over the past decade, protein has had one thing of a well being halo hooked up to it. It’s because it’s an ingredient that may be present in on a regular basis meals varieties, is understood and trusted and appeals to all kinds of customers.While customers have beneficial perceptions of protein, it will be important to not overestimate the extent that they monitor protein consumption and search out claims on product packaging.Certainly, quite than growing an understanding round protein consumption and the associated advantages, customers usually tend to affiliate protein claims with making merchandise ‘guilt free’.Overestimating food plan and educationA latest survey by FMCG Gurus spoke to over 20,000 customers in Q2 2019 about protein. The outcomes present that while customers have optimistic perceptions of the ingredient, it will be important to not overestimate what number of customers are making elementary adjustments to their diets to spice up protein consumption. As an example, a complete of 47 % of customers already suppose that they’ve sufficient protein of their diets, while solely 41 % say that they want to improve the quantity of protein they devour.Most customers receive protein from on a regular basis meals akin to meat.In the case of protein sources, customers usually tend to say that they receive the ingredient from on a regular basis meals akin to meat (60 %) in comparison with specialist merchandise fortified and positioned round excessive protein (16 %). Furthermore, it is usually vital to not overestimate the extent that buyers are educating themselves about protein. Certainly, protein is related to a myriad of advantages, with customers more than likely to affiliate the ingredient with common well being and wellness (70 %). Nonetheless, 51 % of customers admit that they have no idea how a lot protein they’ve consumed within the final 24 hours, while 4 in ten admit that they have no idea why they want protein of their physique.It’s also vital to not overestimate the extent that buyers are looking for out various protein sources. As an example, solely 36 % of client say that they discover the idea of consuming bugs as a protein supply interesting.On a regular basis consumersThe actuality is that the demand for prime protein merchandise just isn’t being pushed completely by customers who interact in bodily exercise and take an energetic curiosity in protein sources. As an alternative, the demand for prime protein merchandise can usually be pushed by on a regular basis time-scarce and well being customers who merely need a better-for-you choice relating to snacking.Demand for protein merchandise just isn’t solely pushed by customers who take an energetic curiosity in protein sources.Certainly, these customers will usually go for a excessive protein product no matter how a lot protein they’ve had that day or in the event that they really feel they’ve sufficient protein of their diets. As an alternative, they’ll flip to those merchandise as a result of they’re providing a handy well being enhance.Due to this fact, quite than selling elements akin to the standard and content material of the protein supply and data akin to amino acid content material, manufacturers and producers ought to as a substitute give attention to selling the style and affordability of the merchandise.BiographyMike Hughes has over 13 years’ expertise analysing client tendencies, attitudes and behaviours and presently heads up the analysis and perception division at FMCG Gurus. Mike has a selected curiosity in highlighting how client attitudes and behaviours can usually differ and what the true that means of tendencies are for the business.