Research
Talking points: Protein power – The perennial trend
Consumers today appear to have gotten stuck on protein, which is having an extended run of popularity. We believe there are a number of emerging drivers, especially the rapid growth in the market for anti-obesity medications, that will provide additional momentum to keep protein front of mind (and front of pack) for many consumers and food companies for the foreseeable future.
Discussions about food trends commonly center on how consumers cycle over time through a love-hate relationship with the three macronutrients: carbohydrates, fats, and proteins. The low-carbohydrate Atkins Diet and fat-friendly ketogenic diets are just two examples of popular diets that spring to mind. Interestingly, consumers today appear to have gotten stuck on protein, which is having an extended run of popularity. Perhaps this too will pass. Or has protein become a perennial trend? We believe there are a number of emerging drivers, especially the rapid growth in the market for anti-obesity medications (AOM), that will provide additional momentum to keep protein front of mind (and front of pack) for many consumers and food companies for the foreseeable future. However, one can have too much of a good thing, even protein.