2010-2015 review period, as can be observed in the graphic below.
In my presentation "Protein Consumption in Western Europe: Breaking Out of Sports Nutrition?" delivered at Vitafoods Europe in May, I delved into the reasons behind the current popularity of protein, thereby illustrating that the perception of a multi-layered health benefit profile in the eye of the general public is the fundamental growth driver. Beyond this, manufacturer strategies for capitalizing on and cultivating the trend further were also explored.
These included emphasizing the natural protein content of a product, expanding the product portfolio range, employing category disruption and targeting specific demographic groups, such as millennials. The presentation concluded with the message that the protein trend is set to flourish further over the 2015-2020 forecast period, which was reinforced in a timely manner by the announcement of Mars Food UK Ltd's protein-enhanced Mars and Snickers countlines for the U.K. market in the same week as the presentation delivery.
The complete presentation is available to download here.
For further insights contact Alexander Kottke, analyst at Euromonitor International, at email@example.com.