Protein is still a focus for consumers in traditional categories like Bars, Powders, and Shakes. For products with protein as a functional ingredient, Specialty & Wellness and Natural Positioned products are driving the most variance dollars with modest growth. If this trend continues, the positioning groups will be on par with each other. See chart below:

However, not all functional protein ingredients have success.  Animal or plant only protein ingredients are driving the most variance dollars while animal and plant combinations are the biggest hindrance to dollars. Other protein ingredients have mixed performance. See chart below:

For related information from earlier this year on “SPINS takeaways from the Protein Trends & Tech Conference” click here.

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