Taste and nutrition company Kerry has released its new research that shows consumer acceptance and adoption of protein in their day-to-day lifestyles. According to The Protein Mindset: Uncovering Consumers’ Perceptions and Preferences of Proteins, 522% associate protein with a “healthy diet”, while almost half of the participants saw the ingredient as one that provided them with health benefits. Protein was seen to help boost skin health, and beauty, and immunity as well.
Participants preferred incorporating protein in breakfast food and indulgent snacks like granola, yogurt, breakfast cereals, dairy-based milk and other nutritional beverages. Plants are globally accepted as an alternative protein source, with it appealing more to those in Asia and Europe. Labels such as “Better for you”, “Healthy halo” and “Clean label” resonates with consumers, making them purchase a product that featured these more.
Jackie Ng, Strategic Marketing Director, Applied Health and Nutrition, Kerry Asia Pacific, Middle East and Africa, remarked on the findings: “Emerging plant-based food and beverage products have grown significantly in consumer appeal in Asia, where 75% of consumers regard plant protein as a more sustainable source, and associate it with better quality and being more nutritious. Dairy proteins come second, as it continues to enjoy high acceptance across all regions but has a greater degree of appeal in Asia, with 60% of consumers saying dairy protein “tastes better”, is “more nutritious” and “better quality”.
Soumya Nair, Global Director, Consumer Research and Insights, commented on the release of the findings: “Accelerated by COVID-19 and consumer focus on health and rising interest in proactive—versus reactive—nutrition, rapid change has occurred recently in food and beverage markets around the world as broader awareness of the many benefits of protein increasingly drives purchase decisions among mainstream consumers. This extensive Kerry research puts protein foods and beverages squarely under a microscope to understand where the opportunities lie for brands to innovate.”
Nair concludes: “There is little doubt the protein revolution in food and beverages offers exciting and dynamic opportunities for all product developers. This timely report provides a range of insights to consider incorporating within their short- and long-term product planning and development processes.”
The study surveyed 6,300 consumers across 12 countries in North America, Europe, Latin America and the Asia-Pacific Region. It used 23 different protein sources that spanned animal, dairy, and plant-based types.