High protein is in high demand. Nearly half of UK consumers are “very aware” of its health benefits and millennials, in particular, consider high protein as a vital component in healthy eating.
What’s more, issues such as the treatment of animals, saturated fats, red meat, food quality and over-farming are making plant protein attractive too.
Who are the main consumers of high protein products?
A PwC survey conducted UK-wide in July 2016 revealed that healthy eating is an increasing priority, and an especially high priority for millennials (18-34 year olds). 47% adopted healthier eating habits last year and 53% are “planning to change” over the next year.
The survey also looked at how consumer definitions for ‘healthy eating’ are evolving. Millennials associate have a broader definition of healthy compared to older consumers’ definitions, which are more likely to focus on ‘low fat’.
It isn’t just athletes who seek the high-protein sports nutrition products. The appeal has broadened to include everyday exercisers with one in four Brits consuming a sports nutrition product in the past 3 months (rising to 42% of males aged 16-24). 47% of consumers say these products are part of their everyday diet. Research from Mintel found that younger people and higher-earners (household income over £50,000) are the main consumers of high protein products.
What are the health benefits of high protein?
Protein is vital for every cell in the body, building muscles, supporting brain function and learning, as well as balancing hormones and aiding digestion. It’s important for growth and maintaining strong bones as well promoting the health of the heart and slowing the ageing process.
It’s so popular in fitness products because it keeps our metabolism running, energy high and stabilises our blood sugar levels, perfect for working out and losing weight. Not only that but protein also makes consumers feel fuller but consume less.
How do you make claims when developing high-protein foods?
Being able to make a claim around high protein, especially if the product is also low in fat, allows your product to clearly meet a very specific demand. Protein claims are based on the amount of energy a product derives from protein and the main claims are: a source of protein (12% of energy from protein) or high in protein (20%). If the product derives more than 25% of its energy content from protein, you may be able to claim the product as a ‘meal replacement’ depending on other nutritional criteria.
Why are people turning to plant protein?
Milk-based proteins (like whey) are used in many products. However, with the market moving away from allergens and embracing vegan and other free-from lifestyles or diets, plant proteins are becoming more popular.
Approximately 5.7%* of the UK population is vegetarian and some 542,000 people (more than 1% of the population) have adopted a plant-based, vegan diet – a rise of 360% over the past decade.
It’s also clear that meat-eating consumers are becoming more cautious and a recent study found that 3 in 10 had reduced their meat consumption. Quorn saw sales rise from £150m to £200m following the UK’s horsemeat scandal. Quorn’s chief executive, Kevin Brennan stated that the incident “made people concerned where their meat comes from and what’s in their meat products.”
Types of plant-based protein
- Legumes and beans such as lentils, chickpeas
- Quinoa
- Nuts (almonds, walnuts, cashews, brazil nuts, pistachios)
- Seeds, particularly chia and hemp but also sunflower, flax, pumpkin sesame, poppy)
- Spirulina
- Plant-based milks (soy is the most protein-rich, also almond, hemp, rice)
- Broccoli
- Nutritional yeast
- Leafy greens
- Tofu, tempeh and edamame
- Unsweetened raw cacao
Developing plant-based protein products and how to back up your claims
When developing plant-based products, it’s important to consider the following factors to help you decide which protein sources to use and how to use them in:
- the main health benefits you want to leverage;
- balancing/masking the protein’s flavour;
- ensuring good texture; and
- considering the carbon footprint (air-miles) involved in sourcing the ingredients to satisfy most wealthier, younger consumers.
*http://learnenglishteens.britishcouncil.org/uk-now/read-uk/vegetarian-uk
** carried out by Ipsos MORI for the Vegan Society and Vegan Life magazine
http://www.natcen.ac.uk/news-media/press-releases/2016/february/3-in-10-brits-have-cut-back-on-meat/
