US appetite for protein tops in the world

Products with high protein claim a fast growing category

January 21, 2013
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US appetite for protein tops in the world

High protein foods are one of the most sought after nutritional choices among American consumers, according to new research from Mintel. Introductions of new foods and beverages making a high protein claim are three times higher than anywhere else in the world, accounting for 19 percent of global launches in 2012. India and the UK followed with nine and seven percent, respectively. The products come in a variety of categories but snack foods accounted for 20 percent of new product launches in 2012, followed by meal replacements and other fortified drinks (17 percent) and yogurts (15 percent). The research indicates that demand for high protein products has risen most sharply among consumers who are avoiding animal sources of protein. US products launched with a high protein and vegan claim have increased 54 percent in the last five years. For more information, visit

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