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‘Health halo’ surrounding protein resonates with UK consumers

23 October 2014

A new Canadean survey finds that consumers in the UK start acknowledging the importance of eating and drinking products that are high in protein. However, it also reveals that consumers do not have enough protein in their daily diets – a challenge and opportunity for manufacturers. 

According to the survey, 81% of consumers say that they are aware of the importance of having enough protein in their diet. Despite this high awareness, only 44% say that they have the correct daily allowance of protein. Moreover, only 16% of consumers say that they are making more of an effort to seek out food and drink products that are high in protein. 

When those who are seeking out groceries high in protein were asked why they were doing so, the most common reason was “to improve general wellbeing” (44%) followed by “to increase strength” (37%). These general answers show that there is still some unawareness about the specific benefits of the ingredient, such as increased bone density, lower risk of osteoporosis and muscle retention. 

Need for more education about health benefits

While the 25-34 year olds are most likely to try and include more protein (28%), consumers aged 55+ are the least likely (10%). This shows that manufacturers need to educate senior citizens better about the specific health benefits of protein. Manufacturers of products high in protein also have to overcome issues related to taste perception and consumer scepticism, especially when purchasing everyday groceries. Canadean’s data shows that 52% of consumers are sceptical of indulgent products such as ice cream with high-protein claims on the packaging. 

Michael Hughes, lead analyst at Canadean, says: “While protein currently has a 'health halo' surrounding it, more needs to be done to encourage consumers to purchase products high in the ingredient. Manufacturers need to target specific demographic groups – and in particular senior citizens – by educating consumers about the specific health benefits associated with protein and how it can improve their lifestyle.”

Older Consumer Protein

According to Canadean, senior consumers need to be educated about the health benefits of protein, as they are the least likely to adapt a diet high in protein.

 

NOTES

All numbers used in this text are based on a Canadean consumer survey of 2,000 UK adults, conducted in September 2014. 

Please get in contact if you have any questions to this or other Canadean data. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6713  or email press@canadean.com

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