Dr. A. Elizabeth Sloan & Dr. Catherine Adams Hutt, Sloan Trends, Inc.10.02.17
From fortified foods and drinks to targeted dietary supplements, protein remains on the front burner and it’s only going to get hotter. Time of day usage, individual protein requirements, completeness/amino acid profiles, even more exotic sources, a new global perspective, and the importance of other protein components (e.g., leucine for muscle maintenance), remain virtually untapped market opportunities.
At the same time, long-held consumer associations for protein to immunity, bone health, healthy hair, skin, and nails, and tissue repair have been left unaddressed.
In 2016, 64% of U.S. adults tried to get more protein, according to IFIC’s Food & Health Survey; those aged 25-34 were the most likely to do so, according to Packaged Facts’ 2016 report Food Formulation and Ingredient Trends: Plant Proteins. One in five specifically sought out foods/beverages formulated with vegetarian/plant protein, led by those aged 25–39, Asian Americans, and Hispanics.
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