Older consumers need educating about protein

Consumers are becoming aware of how important protein is in the diet - but most of them aren’t eating enough of it and don’t fully understand its benefits. According to research firm Canadean, this presents an opportunity for manufacturers.

A UK survey found that 81% of consumers are aware of the importance of having enough protein in their diet, but only 44% consume the correct daily allowance of protein. Of those surveyed, only 16% said they are actively trying to increase higher-protein foods.

The main reasons for seeking higher-protein foods was “to improve general wellbeing” (44%) and “to increase strength” (37%). According to Canadean, these vague answers suggest that many consumers are unaware about the specific benefits of protein, such as increased bone density, lower risk of osteoporosis and muscle retention.

Of all age groups, those aged 25-34 are most likely to try to increase protein intake (28%), while those aged 55+ are the least likely (10%). Educating older consumers about the specific health benefits of protein will be key to capturing that segment of the market, Canadean says.

But they may struggle with consumer perception, with data showing that 52% of consumers are sceptical of indulgent products such as ice-cream with high-protein claims on the packaging.

“While protein currently has a ‘health halo’ surrounding it, more needs to be done to encourage consumers to purchase products high in the ingredient,” said Michael Hughes, lead analyst at Canadean.

“Manufacturers need to target specific demographic groups - and in particular senior citizens - by educating consumers about the specific health benefits associated with protein and how it can improve their lifestyle.”