The health benefits associated with protein are gaining awareness among UK consumers, according to a survey from industry research body Canadean.
It found that almost half (49%) of British consumers are now “very aware” of the health benefits associated with protein products. Additionally, 16% of respondents said that they were increasing their protein intake by seeking out high-protein groceries, and 8% said that they were using protein supplements. A further 68% of this group said that they would switch to other protein sources such as fortified foods and drinks.
The research follows the introduction of a number of interesting protein products including Wheyhey, which claims to be the world’s first and best selling protein ice cream.
Kirsty Nolan, analyst for Canadean, said: “These results indicate that ingredients and food manufacturers have successfully turned the demand for protein from a short-term fad into a long-term, sustainable trend.
“The continued challenge for manufacturers is to effectively use the new protein ingredients available on the market to create convenient and tasty protein enriched food and drinks for consumers who are increasingly seeking a variety of new, protein-rich offerings.”
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