Key insights on the protein trends

Protein, protein, protein. Consumers can’t get enough of high-protein products. But will this movement last?We're giving our prediction on whether the high-protein trend is here to stay or if it's about to exit the stage of consumer preferences.So the question is: Is the protein wave about to recede, or are we looking at a continuation of a protein-powered surge that will continue to reshape our food landscape?Let's break it down - the protein reality:Overconsumption:Americans are consuming protein at unprecedented levels - on average twice the recommended daily intake. Remarkably, despite this, 60% of U.S. adults are still looking to increase their protein consumption. This suggests a strong, ongoing demand for high-protein options, often driven by influencers in nutrition, weight loss, and fitness. (Personal hot take: Many of these suggest far more protein than is needed, or even good for the average person. Speaking generally, if you want a better diet, add fiber.)Plant-Based Challenges: There are interesting developments in the plant-based sector. Plant-based meat sales experienced a significant decrease, dropping 12% in 2023. This raises questions about the future viability of vegetable-based protein alternatives.Dairy Alternative Stability: While plant-based meat might be struggling, plant-based milk is holding steady with a modest 1% increase. This indicates that not all plant-based proteins are facing the same challenges.Novel Source Challenges: Insect-based proteins are attempting to enter the market, but consumer acceptance remains low. Only about 20% of consumers express willingness to try these options and tbh, we’re surprised it’s that high. Novel protein sources still face significant hurdles in gaining widespread acceptance.Global Protein Trends: The protein trend isn't confined to the U.S. In Europe, there's growing acceptance of alternative proteins, particularly in urban areas. This points to a global shift in protein consumption patterns.So, what's the outlook for the high-protein trend?Here are our key takeaways:* The demand for protein remains strong, driven by perceived health benefits and ongoing marketing efforts.* Consumer preferences are becoming more nuanced. Quality, sustainability, and innovation are increasingly important factors in protein choices.* Plant-based proteins are facing challenges but are likely to adapt and evolve to meet changing consumer demands.* The future of protein is diverse. We're likely to see a wider range of protein sources gaining traction in the market.* Health-conscious consumers continue to be a driving force behind this trend, associating high protein intake with overall wellness.We’re giving the continuation of the high protein trend a tentative 75%This seems reasonable given the strong consumer demand for protein and the growth in various global high-protein food markets.The decline in plant-based meat sales and resistance to certain high-protein foods are notable but do not outweigh the overall positive trends.The base rate of high-protein trends continuing in recent years supports a high probability, and the specific challenges justify a slight downwards adjustment.Disclaimer: All audio in this podcast is AI generated using Google’s NotebookLM technology. The content and data are created by 6 Seeds. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit 6seeds.substack.com/subscribe