Protein: Is there a more powerful word today?
"PROTEIN IS ONE OF THE MOST POWERFUL WORDS IN FOOD TODAY. AND IMPORTANTLY, A VERY PROFITABLE WORD AT THAT."
I don’t know what you’re up to while you’re reading this. To be honest, it would be weird if I did. But, if you’re having a bite to eat, some yoghurt for breakfast, a salad at lunch, or a quick snack, take a look at the packaging. There’s one word that’s probably big, bright and bold on the packet: protein.
And that’s no surprise. It’s one of the most powerful words in food today. And importantly, a very profitable word at that.
Over the last few months, we’ve noticed more and more brands, across retail and foodservice, are shouting about the amount of protein in their food. The question is, why? And should you be doing more to shout about the P word?
WHY PROTEIN HAS BECOME SO POPULAR
Protein isn’t new. We all know it’s an integral part of a healthy, balanced diet. But in recent years, more and more people are looking to increase their protein levels, and embark on high-protein diets.
One part of this is health. As more Protein is key to rebuild muscle after exercise. With healthy eating and a healthy lifestyle more popular than ever, it’s no surprise that protein has become even more vital. Whether it’s to repair muscle or just to keep a diet balanced, people clearly care more about it, and are looking for it in every meal.
But, are people getting their protein fix from food or from something different?
SPECIAL SUPPLEMENTS OR A SUPERB SUPPER?
Much like all those protein-powered lifters at your local gym, the supplement market has grown a heck of a lot in the last decade. In 2007, the market was worth £73m in the UK. Last year, that reached £358m. For anyone wondering, that’s close to a 400% increase.
While they are very popular, there are a whole lot of reports looking at the potential health issues of supplements. The jury’s still out on all of this, but one thing’s clear: there’s a lot of profit up for grabs in protein. So it’s no surprise food is trying to grab some of the audience.
HOW TO PROFIT FROM PROTEIN
The UK has seen a huge increase in demand to satisfy consumers’ protein cravings. To reach this audience, being loud and protein proud on your packaging is a clear tactic. From the 10g somehow squeezed into a snack bar, to the 5g elegantly placed into a smoothie, it’s always a number to shout about.
Away from the shops, get clever with your menus. Highlight how much protein is in each meal, or better yet have a dedicated menu. Healthy eating is a trend that won’t be going anywhere anytime soon, so you’ll get a lot of usage out of those menus.
For a perfect double-header, get your protein profits from plant-based products (try saying that five times quickly). Flexitarians are everywhere, and just like protein sales, that number keeps on growing. People may not want the meat, but they still want to meet their protein daily quota. Plant-based products are the solution.
So, if you’re not shouting about protein yet, now’s the time. This is a trend that’s going nowhere soon.