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Market opportunities for protein-fortified foods, supplements

Market opportunities for protein-fortified foods, supplements

Study of 4,304 people in 13 countries across Europe, America and Asia reveals important insights about protein consumption. Read here.

Solae, the world leader in developing innovative soy technologies and ingredients, have produced a report to identify the ‘Market Opportunities for Protein-Fortified Foods and Supplements in the Active, Aging Market’.
The study included 4,304 people in 13 different countries across Europe, America and Asia.

The research has highlighted some interesting findings, including:

There is a consumer education opportunity for understanding protein:

  • The study shows there is a connection between protein and the concerns of active ageing consumers.
    • Over 40 percent of respondents indicate openness to using fortified foods/nutritional supplements.
    • Health maintenance becomes a more significant motivator as individuals growing old.
    • However, only 34 percent recognise that they need more protein as they age.
  • Active ageing consumers in general do not perceive any one protein source as delivering benefits uniquely.
    • Soy protein has the highest usage (43 percent) among plant protein sources typically used for food fortification;
    • Animal protein (meat, eggs, milk etc) is the most recognised type of protein
    • However, most participants indicate that ‘all proteins equally deliver’ the benefits of protein.

Male vs. Female

  • Females are more active in using protein-fortified foods and supplements. Expressing higher levels of concern on nearly all aspects: sustaining energy levels, maintaining a healthy weight and maintain muscle tone etc.
  • Males are more likely to list ‘healthy heart’ as a top-3 concern: 37 percent vs. 26 percent (females)
  • Females are more likely to list ‘joint pain/mobility’ as top-3 concern: 36 percent vs. 24 percent (males)
  • There are interesting differences between men and women for their usage and purchase of protein-fortified foods and supplements.

What determines the purchase?

  • Specialty Stores and Traditional Supermarkets/Grocers seem to be the top retail channel, while the product’s benefits are the primary factor influencing purchase decision.
  • 38 percent consider product benefits first and foremost in making purchasing decisions
  • 33 percent consider price first
  • 13 percent say that benefits, price, flavour, brand name and size all weigh equally in their decision.
  • Among product promotions, ‘sale price’ offers are most motivating, while recommendations from doctors can also impact.
    • 35 percent indicate that recommendations from a doctor or other health professional influence their purchase decision
    • In gaining trial: recommendations from doctors are most influential.
  • Products for targeted fat loss, weight management and muscle preservation attract most purchase but with low satisfaction level. (Need with high importance + high dissatisfaction = Market opportunity)
  • 51 percent express ‘not satisfied at all’ or ‘somewhat satisfied’ toward the function of ‘minimizing the amount of belly fat’


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