According to a new report from Euromonitor International, women now account for 51 percent of global consumers seeking to boost their protein intake.
Protein continues to expand beyond traditional sports and fitness nutrition, and experts attribute the shift to “a growing awareness of protein’s role in well-being and immunity.” Women are among several consumer groups influenced by this increased understanding of the benefits of protein, according to the report.
“As consumers increasingly recognize the importance of protein in maintaining overall health, the supplement industry is witnessing a significant shift towards prevention and wellness, driven by growing demand from diverse consumer groups,” said Matthew Oster, head of health, beauty & hygiene insights at Euromonitor.
According to the report, India’s protein supplement market saw a 14 percent year-on-year increase driven by high rates of protein deficiency where many people follow vegetarian or vegan diets. In the United States, protein supplementation had experienced a strong growth as consumers race soaring protein costs due to inflation, especially eggs. However, protein use for sports nutrition remains popular in South Korea where the ready-to-drink market is thriving due to a rise in gym culture and general health consumption.
Protein claims are now permeating new food and beverage categories. Protein is not new to packaged foods such as snack bars and plant-based alternatives, but there is a growing interest in protein-enriched beverages such as water, juice, tea and coffee. Brands are also developing protein-enriched products that are marketed toward life stage, gender and specific needs, such as GLP-1 usage or menstrual health, the report stated.
“We will continue to see growth in the protein product industry as opportunities emerge for product innovation that meets consumer health concerns and evolving demand,” said Nick Stene, senior global insights manager for consumer health at Euromonitor.
For more information, visit www.euromonitor.com.
