As a nation we can’t get enough of the stuff, protein has been the ‘in’ word for a few years and now it’s not just reserved for those innovative trend followers. It was reported recently that half of UK consumers are now aware of the health benefits of protein. That statistic shows a huge movement in the attitude towards the food we are consuming, and it feels like as a nation we are gradually making an effort to be healthier.
There is no doubt protein has made the transition from gym to mainstream, and from fad to long-term sustainable trend. I regularly ‘fuel up’ with a Carb Killa bar or have a Protein World Protein Shake after a workout. You can’t escape the hype! My social media feeds are full of people trying and loving new protein products; Grenade, Meridian and Muscle Food are just a few of the key brands who populate my Instagram on a daily basis with high protein ‘sports nutrition’ messages.
Of course it wasn’t long before big brands started to jump on the band wagon, protein sales including powder, bars and ready-to-drink amounted to £238.1 million in 2014! This was up from £105.7 in 2009 and is forecast to reach £409.3 by 2019. Protein powder was even added to the UK’s ‘Basket of Goods’ in April 2015 which is hugely representative of consumer spending patterns.
This month we launched MARS and SNICKERS Protein Bars, and with coverage secured in numerous national, lifestyle and sporting titles through our fitness pr campaign, the bars have been a roaring success. And it’s not just the press and the average consumer who have welcomed the bars with open arms, high-end fitness pros and athletes have shown a keen interest in the products macros – it helps that they taste A-mazing!
A high protein diet goes hand in hand with general wellbeing and fitness, and rather than being another cabbage soup fad, it’s a lifestyle change that is easily adapted to. 44% of consumers are seeking protein-rich products ‘to improve general well-being’ and 37% ‘to increase strength’. People are nourishing and fuelling their bodies with protein rather than restricting calories.
Now this segment of society even has a name, the ‘protein seekers’ – those who get extra protein from specific foods or supplements. They eat healthier, are more knowledgeable, are more active than their counterparts and actively seek out groceries that are high in protein.
The protein movement is recruiting fast, my friends and family of all ages have various powders and supplements on desks and in cupboards for daily use. And what better way for people to start understanding more about what they put in their bodies! If it means that people are looking at nutrition labels and are conscious of protein, carb and sugar levels I think this a marvellous place to start!
Our consumer lifestyle PR team specialise in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PR, Food & Drink PR, Consumer Technology PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge can be found at www.escapadepr.com/about-us.
