Protein has powerful appeal. Interest in dietary protein intake and the protein content in a range of foods and drinks continues to develop. Consider too that more consumers are aware of different protein sources and their potential benefits.
These facts certainly aren’t lost on manufacturers and their product development teams. Innova Market Insights data indicate that in 2019, 7% of global new foods and drinks were marketed with a “high protein” or source of protein positioning. That level of penetration more than doubled during a seven-year period, dating back to 2012.