By Sean Moloughney, Editor04.02.18
Protein has become a darling macronutrient among all types of consumers, including athletes looking for a competitive edge, aging seniors intent on maintaining muscle mass, and busy parents who are opting for meal-replacement bars and shakes.
Specialty diet trends like paleo, ketogenic, and Whole30, which emphasize fat and protein over carbohydrates and sugar, have compelled more people to assess their protein intake and seek out new sources.
Meanwhile, commitments to active living and healthy aging are driving the protein market in fresh directions. As consumers from various backgrounds—with different health goals, lifestyles, and values—continue to add more protein to their diet, companies have formulated innovative dietary supplements and other functional nutrition products to satisfy burgeoning demand.
“The consumer protein landscape continues to diversify, broadening its reach from outside elite athletes and bodybuilders to include more active individuals, who are looking to protein-rich products to supply them with energy to go about their day-to-day lives,” said Mallory Junggren, senior marketing director,
Specialty diet trends like paleo, ketogenic, and Whole30, which emphasize fat and protein over carbohydrates and sugar, have compelled more people to assess their protein intake and seek out new sources.
Meanwhile, commitments to active living and healthy aging are driving the protein market in fresh directions. As consumers from various backgrounds—with different health goals, lifestyles, and values—continue to add more protein to their diet, companies have formulated innovative dietary supplements and other functional nutrition products to satisfy burgeoning demand.
“The consumer protein landscape continues to diversify, broadening its reach from outside elite athletes and bodybuilders to include more active individuals, who are looking to protein-rich products to supply them with energy to go about their day-to-day lives,” said Mallory Junggren, senior marketing director,
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