MMNPL 2017 Insight: Consumers Are Hungry For Protein

by Belfort Group | Consumer , Launch PR , Thought Leadership
June 25, 2018

The following insight is from our 2017 Most Memorable New Product Launch Survey, scroll down to download the full eBook. 

In 2017, we had a surprising and nearly unprecedented jump in a single product attribute. It had nothing to do with technology, and it’s as old as the Earth itself.

“Good source of protein” has been included on our list of product attributes that might influence a consumer to try or buy a new product since 2014. It debuted on the list with 18 percent of consumers saying that a new product being a good source of protein would influence their purchase decision. The number of consumers considering protein as an influential product attribute jumped to 39 percent in 2015 and then dipped just slightly to 37 percent in 2016.

In 2017, however, a whopping 62 percent of the consumers we surveyed reported that “good source of protein” was an influential product attribute.

good source of protein stats

Consumers are obviously very concerned with balanced eating, and protein is a very healthy source of energy in food. We can’t say for sure what exactly caused this massive surge in the consumer desire and awareness for high protein foods. Perhaps it’s the popularity of diets that emphasize protein and clean eating over carbs and sugars. Perhaps it’s that protein is an important nutrient regardless of whether you’re vegan, dieting, weightlifting, cross- fitting or cleansing.

Protein has universal use and value to consumers, but this sort of jump in influence is something we haven’t seen before. Brands with products that can boast being a good source of protein should take note: Make sure your protein content is on the front of the packaging where consumers can see it. Also, YouTube and food bloggers should consider sharing more alternative protein and high protein recipes.

We can’t be sure if this is a fad or a trend, but we know that protein isn’t going anywhere. No brand should put all their eggs in this one product attribute basket, but it’s an excellent opportunity for any brand making high-protein or meatless alternatives with good protein content to step into the mainstream, or for products that traditionally don’t have high sources of protein to reformulate and take advantage of the trend.

Our 2017 Most Memorable New Product Launch Survey is available for download from the form below:

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