Food: ‘High protein’ claims dominate Europe
- InsightTrendsWorld
- Mar 27
- 8 min read
Why it is the topic trending:
Consumer Focus on Functionality: There's a rising trend of consumers seeking foods that offer benefits beyond basic nutrition, such as enhanced functionality and improved health markers.
Explosion of High-Protein Products: The 'high protein' claim is increasingly prevalent across a wide array of food and beverage categories in Europe, indicating a significant market shift.
Impact on Food Industry Innovation: The popularity of high-protein is driving product development and marketing strategies within the food and beverage sector.
Overview:
The article explores the significant growth of 'high protein' claims in the European food and beverage market, particularly in the years following the COVID-19 pandemic. This trend is linked to an increased consumer interest in functionality and health, spurred by popular diets like keto and the availability of innovative protein-enriched products beyond meat substitutes. While growth has varied across specific markets like the UK, the overall trend indicates a strong and sustained consumer demand for high-protein options in categories ranging from drinks to breakfast cereals and even desserts.
Detailed Findings:
'High protein' claims in Europe have significantly increased in the four years since the end of the COVID-19 pandemic, driven by interest in functionality and health.
This growth coincides with the availability of innovative products beyond meat-free substitutes and is accelerated by diets like keto.
The boom in protein claims is particularly noticeable in drinks, with dairy-based beverages (whey isolate) being the main growth driver after an initial surge in plant-based beverages (pea, soy, or hemp).
Meal replacement shakes have also played a key role in the high-protein trend.
In the UK, 'high protein' claims saw a fluctuating growth, from 8% of food and non-alcoholic drink offerings in 2019, down to 5% in 2023, and back up to 7% in 2024.
The latest rise in the UK was fueled by products like meat and poultry highlighting intrinsic protein, as well as growth in categories not traditionally associated with high protein, such as desserts, yogurt, breakfast cereals, pasta, bread, and cold coffee drinks.
Specialist and sports protein brands, alongside mainstream brands like Gü and Starbucks, have contributed to the trend.
In late 2024, 21% of UK consumers considered protein one of the most important factors in healthy foods, rising to 39% among under-35s.
The popularity of high-protein products is linked to the broader trend of fortified, functional, and 'better for me' foods.
Product launches themselves, including private label and challenger brand alternatives, are creating a buzz around high-protein.
Protein is well-understood by consumers compared to other functional ingredients.
Positive views of protein in the UK are driven by the perception that it's needed more as people age (54%), keeps you fuller for longer (53%), and is an effective way to lose weight (44%).
The impressive growth of sports nutrition and high-protein active lifestyle products in mainstream retail indicates the momentum of the protein trend.
Key Takeaway:
The 'high protein' claim has become a dominant force in the European food market, driven by consumer interest in health, functionality, and weight management, with the trend expanding across diverse product categories beyond traditional protein sources.
Main Trend:
The Protein Power Surge in European Food: The primary trend is the substantial and increasing demand for high-protein food and beverage products across Europe, fueled by health and wellness concerns, dietary trends, and the innovative expansion of protein fortification into mainstream food categories.
Description of the trend (please name it):
Functional Protein Ubiquity: A significant and growing trend in the European food and beverage industry characterized by the widespread incorporation and prominent marketing of high protein content in a diverse range of products, driven by consumer demand for functional foods that support health, satiety, and weight management goals.
What is consumer motivation:
Health and Wellness: Consumers perceive protein as essential for overall health, muscle building, and recovery.
Satiety and Weight Management: Many believe that high-protein foods help them feel fuller for longer and aid in weight loss or maintenance.
Functionality and Fortification: Consumers are actively seeking foods that offer added health benefits beyond basic nutrition.
Active Lifestyles: Individuals leading active lifestyles are particularly drawn to protein for muscle support.
Understanding and Familiarity: Protein is a nutrient that many consumers understand and associate with positive health outcomes.
What is driving trend:
Post-Pandemic Health Focus: The pandemic heightened consumer awareness of health and wellness, driving interest in foods perceived as beneficial.
Popular Diets: Trends like the keto diet have emphasized protein intake, contributing to its popularity.
Product Innovation: Food manufacturers are developing new and appealing high-protein products across various categories.
Mainstream Retail Expansion of Sports Nutrition: The increasing availability of sports and active lifestyle protein products in regular supermarkets has broadened their reach.
Marketing and Claims: Prominent 'high protein' claims on packaging attract consumer attention and reinforce the perceived benefits.
What is motivation beyond the trend:
Aging Population Awareness: Consumers are increasingly aware of the need for adequate protein intake as they age to maintain muscle mass and overall health.
Convenience and On-the-Go Nutrition: High-protein shakes and bars offer convenient options for busy individuals.
Taste and Variety: Manufacturers are working to make high-protein products taste appealing and offer a wide range of options.
Description of consumers article is referring to:
Age: The article mentions under-35s showing a particularly high interest in protein, as well as the general population, indicating that the trend is relevant across a broad age range, with potentially higher engagement from younger adults.
Gender: While not explicitly stated, the association with sports nutrition might suggest a higher initial adoption among males, but the expansion into mainstream categories like yogurt and desserts implies a growing appeal to both genders.
Income: The article notes that prices remain low, suggesting that high-protein products are accessible to consumers across various income levels.
Lifestyle: Includes individuals focused on health and wellness, those following specific diets (like keto), people with active lifestyles, and general consumers looking for functional and filling food options.
Conclusions:
The 'high protein' trend is firmly established in the European food market, driven by a confluence of consumer desires for health, functionality, and satiety. Its expansion into non-traditional categories signifies a fundamental shift in consumer expectations and the way food manufacturers are innovating to meet these demands.
Implications for Brands:
Significant Product Development Opportunities: Brands should explore opportunities to incorporate 'high protein' claims into a wide range of products, even those not traditionally associated with it.
Targeting Health-Conscious Consumers: Clearly communicate the protein content and benefits to attract health and wellness-focused individuals.
Innovation in Protein Sources: Explore diverse protein sources, including dairy, plant-based options, and novel ingredients.
Effective Marketing and Communication: Highlight 'high protein' claims prominently on packaging and in marketing materials, emphasizing the functional benefits.
Catering to Specific Needs: Consider developing high-protein products that also address other dietary needs, such as lactose-free options.
Implication for Society:
Increased Focus on Macronutrient Intake: The trend may lead to greater public awareness and emphasis on the role of protein in a balanced diet.
Potential for Healthier Food Choices: The availability of high-protein options in various categories could contribute to overall dietary improvements for some consumers.
Growth in the Functional Foods Market: The popularity of high-protein is contributing to the broader expansion of the functional foods sector.
Implications for Consumers:
Wider Variety of High-Protein Options: Consumers will have an increasing array of choices when seeking high-protein foods and beverages.
Potential for Improved Satiety and Weight Management: Incorporating more protein into their diets may help some consumers feel fuller and manage their weight.
Easier Access to Functional Foods: High-protein products are becoming more readily available in mainstream retail outlets.
Implication for Future:
Sustained Growth of High-Protein Market: The demand for high-protein is likely to remain strong in the foreseeable future.
Further Integration into Everyday Foods: Expect to see even more unexpected food categories featuring 'high protein' claims.
Focus on Protein Quality and Source: Future trends may also emphasize the type and quality of protein used in products.
Consumer Trend (name, detailed description):
Name: Functional Fuel
Detailed Description: Consumers are increasingly viewing food and beverages as fuel with specific functional benefits, actively seeking out products that offer advantages beyond basic nutrition, such as enhanced energy, improved focus, or increased satiety, with protein being a key component of this trend.
Consumer Sub Trend (name, detailed description):
Name: Protein-Powered Mainstream
Detailed Description: The demand for protein is no longer limited to traditional sports nutrition categories but has expanded significantly into mainstream food and beverage products, appealing to a broader audience seeking everyday health and wellness benefits.
Big Social Trend (name, detailed description):
Name: Health as a Lifestyle Priority
Detailed Description: There is a growing societal emphasis on health and wellness as an integral part of everyday life, with individuals actively seeking out information and products that support their health goals, including a focus on diet and nutrition.
Worldwide Social Trend (name, detailed description):
Name: The Global Pursuit of Wellness
Detailed Description: Across the globe, consumers are increasingly proactive about their health and well-being, driving a demand for products that offer tangible health benefits, with functional foods like high-protein options playing a significant role.
Social Drive (name, detailed description):
Name: Optimizing Physical Well-being
Detailed Description: Consumers are driven by a desire to optimize their physical health, including managing their weight, increasing energy levels, and maintaining muscle mass, leading them to seek out and consume foods perceived to support these goals, such as high-protein products.
Learnings for brands to use in 2025:
The 'high protein' trend is strong and continues to evolve in Europe.
Consumers are seeking functional foods that offer specific health benefits, with protein being a key attribute.
Innovation in protein sources and product categories is crucial for staying competitive.
Effective communication of protein content and benefits is essential for attracting consumers.
Consider the diverse motivations behind protein consumption, from weight management to healthy aging.
Strategy Recommendations for brands to follow in 2025:
Invest in research and development to create new and appealing high-protein products across various food and beverage categories.
Clearly highlight 'high protein' claims on packaging and in marketing, emphasizing the specific benefits relevant to target consumers.
Explore opportunities to incorporate protein into traditionally low-protein categories like snacks, desserts, and beverages.
Consider offering a range of high-protein options catering to different dietary preferences (e.g., dairy-based, plant-based, lactose-free).
Monitor consumer trends and preferences related to protein to identify emerging opportunities for product innovation.
Final sentence (key concept) describing main trend from article:
The European food market in 2025 is witnessing a significant and expanding dominance of 'high protein' claims across diverse product categories, reflecting a strong consumer demand for functional foods that support health and wellness goals.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Food and beverage brands should actively capitalize on the pervasive 'high protein' trend in Europe by innovating and expanding their product lines to include high-protein options in both traditional and non-traditional categories. This involves clearly communicating the protein content and associated health benefits to consumers through effective marketing and packaging, while also considering the diverse needs and preferences of different consumer segments, ultimately meeting the growing demand for functional foods that align with health-conscious lifestyles.
Final Note:
Core Trend:
Name: Functional Protein Ubiquity
Detailed Description: High protein content is becoming a pervasive attribute across a wide range of European food and beverage products, driven by strong consumer demand for functional foods supporting health and wellness.
Core Strategy:
Name: Protein-Centric Innovation & Communication
Detailed Description: Brands should focus on developing innovative, appealing high-protein products across diverse categories and effectively communicating the protein content and its benefits to target consumers through clear marketing and packaging.
Core Industry Trend:
Name: The Mainstreaming of Functional Foods
Detailed Description: The European food industry is experiencing a significant shift towards the mainstreaming of functional foods, with consumers increasingly seeking out products that offer specific health benefits, with high protein being a leading example.
Core Consumer Motivation:
Name: Proactive Health & Wellness via Diet
Detailed Description: European consumers are increasingly proactive in managing their health and well-being through their dietary choices, actively seeking out foods that provide functional benefits like increased satiety, weight management support, and overall health improvement, with protein playing a key role in this motivation.
Final Conclusion:
The dominance of 'high protein' claims in the European food market in 2025 presents a significant opportunity for food and beverage brands to innovate and cater to the growing demand for functional and health-conscious products. By strategically incorporating protein into their offerings and effectively communicating its benefits, brands can connect with a large and engaged consumer base focused on optimizing their health and well-being through diet.
Core Trend Detailed:
Name: Functional Protein Ubiquity
Detailed Summary: High protein content is becoming a pervasive attribute across a wide range of European food and beverage products, driven by strong consumer demand for functional foods supporting health and wellness.
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