Protein is "in."Carbs are out. This new high-protein fashion era is driven by a proliferation of high-protein popular literature, and perhaps by demand from the burgeoning number of carbohydrate-sensitive people with diabetes. Protein is indispensable to life. And, in today's market, it dictates food selection, menu planning and, ultimately, product development.
So how big is protein, and where is it exerting its influence? Querying Mintel International's (Chicago) Global New Products Database (GNPD), with the tag "high protein" during 2001-2003, yields a surprisingly low number of new launches or reformulations, given the hype. However, change the search to "low-carb," and the magic unfolds. "Carb" is the clincher; "protein" is the power. (But caution, low-carb products do not necessarily mean that the product contains high levels of protein.) The GNPD reports 151 new low-carb products introduced globally from January to December 2003, of which 148 were introduced in North America. Compare this to 2002 figures, where a mere 40 new low-carb products were reported in North America using this tag.