Sean Moloughney06.17.09
Two-thirds of consumers (67%) say that satiety is an important factor in their food and beverage choices, according to a survey from NPD Group conducted for Dairy Management Inc. (DMI), Rosemont, IL.
“We know that a higher-protein diet can be an excellent way to feel fuller longer and may help reduce the desire to reach for unhealthy snacks between meals,” said Matt Pikosky, registered dietitian and director of research transfer at the National Dairy Council. “Whey protein added to foods and beverages can help increase daily protein intake to achieve a higher protein diet, which can help promote a feeling of fullness.”
Calorie-for-calorie, protein has been shown to lead to greater satiety than carbohydrates or fats. Whey protein is a high-quality protein naturally found in milk and contains essential amino acids.
“The issue of weight management is a significant concern for many people, so controlling hunger can be an appealing message to consumers,” said Laura Gottschalk, vice president of US manufacturing and ingredient marketing for DMI.
More than at any other time of the day, feeling full after breakfast is important to consumers, according to the survey, as 42% of responders stated that morning is the most important time to eat or drink something that helps them feel full. Also, 24% of respondents believe that the satiety of nutrition bars can be improved the most with protein fortification, followed by yogurt (23%) and smoothies (19%).
Also, more than half of responders indicated they would expect to pay about 50 cents more for products fortified with protein to increase satiety.
The NPD survey revealed several other results regarding consumer perceptions about controlling hunger: 72% agreed that the best way to control hunger is through a nutritionally balanced diet; 60% believe that satisfaction from high-carbohydrate foods is generally quick and short-lived; 65% believe that if you feel hungry, you can’t be at your best; and 54% agreed that protein-based foods are the best at satisfying hunger.
“We know that a higher-protein diet can be an excellent way to feel fuller longer and may help reduce the desire to reach for unhealthy snacks between meals,” said Matt Pikosky, registered dietitian and director of research transfer at the National Dairy Council. “Whey protein added to foods and beverages can help increase daily protein intake to achieve a higher protein diet, which can help promote a feeling of fullness.”
Calorie-for-calorie, protein has been shown to lead to greater satiety than carbohydrates or fats. Whey protein is a high-quality protein naturally found in milk and contains essential amino acids.
“The issue of weight management is a significant concern for many people, so controlling hunger can be an appealing message to consumers,” said Laura Gottschalk, vice president of US manufacturing and ingredient marketing for DMI.
More than at any other time of the day, feeling full after breakfast is important to consumers, according to the survey, as 42% of responders stated that morning is the most important time to eat or drink something that helps them feel full. Also, 24% of respondents believe that the satiety of nutrition bars can be improved the most with protein fortification, followed by yogurt (23%) and smoothies (19%).
Also, more than half of responders indicated they would expect to pay about 50 cents more for products fortified with protein to increase satiety.
The NPD survey revealed several other results regarding consumer perceptions about controlling hunger: 72% agreed that the best way to control hunger is through a nutritionally balanced diet; 60% believe that satisfaction from high-carbohydrate foods is generally quick and short-lived; 65% believe that if you feel hungry, you can’t be at your best; and 54% agreed that protein-based foods are the best at satisfying hunger.