Consumers willing to pay premium for protein-fortified products, Kerry report finds

25 Nov 2021 --- Protein content and quality are fast becoming major drivers of consumers’ purchasing choices, according to the latest global research conducted by taste and nutrition specialist Kerry. And the company forecasts a steady increase in demand for protein fortification in 2022.

More than 6,300 consumers in 12 North American, European, Latin American and Asian-Pacific countries were surveyed.

Pea, oat, soy and almond proteins are the most “appealing” to consumers, Melissa Sheridan, senior director marketing, applied health and nutrition at Kerry, tells FoodIngredientsFirst.

The research shows that consumer preference for plant protein wholly depends on the application. The top plant protein preferences in bars and snacks are pea, peanut, almond and oat.

“In beverage applications, the top plant protein preferences are oat and soy,” Sheridan reveals.

“Many other protein sources including rice, sunflower, hemp and canola were less familiar with consumers but were perceived as highly nutritious. These lesser known protein sources are gaining consumer awareness, with consumers increasingly becoming knowledgeable on the variety of plant protein alternatives available,” she explains.

Premiumization is where the money is at
Kerry’s research shows there is a high willingness among consumers to pay a price premium for protein-fortified F&B. Protein is, therefore, well-positioned to enable premiumization of existing products and new product launches. About 75% of global consumers indicated they would pay a higher price for protein-fortified food and beverages. More than half of global consumers would pay a 10% premium, and an additional 15% would be willing to pay a 25% premium.Kerry found about 75% of global consumers said they would pay a higher price for protein-fortified F&B.

Premiumization is an established way to differentiate the growing focus on health, wellness and sustainability, Sheridan details.

The study explored the appeal of 23 different sources of protein – animal, dairy and plant-based – assessing the relevance of protein fortification across 30 different F&B concepts.

From a protein perspective, the report highlights a number of ways that producers can leverage protein to premiumize their products, Sheridan highlights.

Core points include communicating the nutritional quality of the protein source by adding the Protein Digestibility Amino Acid Score (PDCAAS) and Essential Amino Acid (EAA) score. In addition, food producers can combine protein with other functional ingredients such as probiotics to increase a product’s health credentials.

“Focusing on transparency, there has been a significant rise in sustainability, traceability and allergen free claims in the market – therefore products that are clean label, better-for-you and have a sustainability angle can command premium,” explains Sheridan.

“Globally, there is only 28% awareness of PDCAAS which is an important measure of protein nutritional quality. When we consider that quality of protein appears to be the main driver for protein food and beverage after taste, there is an opportunity for consumer education here,” adds Sheridan.

The research also confirmed that taste is the top purchase consideration for more than 60% of global consumers; protein quality ranks next.

Plant proteins gain sacred status
Protein remains a buzzword in consumer label awareness. Kerry’s specialists note that plant proteins have risen considerably in appeal as the popularity of veganism increases and the demand for plant-based F&B grows stronger.

According to Innova Market Insights, there has been a 9.45% growth in F&B products positioned as “high source of protein,” since 2016.Plant proteins have risen considerably in appeal.

“Accelerated by COVID-19 and consumer focus on health and rising interest in proactive – versus reactive – nutrition, rapid change has occurred recently in food and beverage markets around the world. Broader awareness of the many benefits of protein increasingly drives purchase decisions among mainstream consumers,” adds Soumya Nair, global director, Consumer Research and Insights at Kerry.

Plant-protein formulations are a great tool to unlock growth in this category. The research highlighted that many plant-protein sources hold strong market potential, marked by a positive nutritional perception.

However, taste, texture and nutritional optimization remain challenging. Hybrid formulations with both plant and dairy protein appeal to consumers and represent a winning strategy for manufacturers to overcome taste and texture challenges.

Innova Market Research identified an uptick in demand for alternative proteins in 2020 with continuous development in 2021. The use of alternative proteins is spread across categories such as soft drinks and ready meals, as brands leverage pea proteins’ potential.

Protein wellness benefits captivate consumers
Protein consumers are motivated by health and wellness, with 50% of respondents associating protein with a “healthy diet” and 46% with a “healthy lifestyle.”

The report, The Protein Mindset: Uncovering Consumers’ Perceptions and Preferences of Proteins, predicts a rise in demand for protein fortification in the years ahead.

On-pack claims of “better-for-you,” “healthy halo” and “clean label” were identified as crucial to creating protein-based foods and beverages that will resonate with consumers.

By Inga de Jong

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