Interest in protein and high-protein products continues to grow across the food and drink markets—despite the fact that most North American and European consumers already may have more than enough in their diets.
Why the protein push? There’s been wider health discussion linking protein intake with satiety, meal replacement and weight management. Still more interest involves protein’s role to aid muscle building, performance and recovery. That accompanies a noticeable mainstream shift involving specialist sports and performance products (drinks, bars, etc.) that once were more narrowly relegated to supplement stores and marketed to athletes and gym work-out enthusiasts.