When asked about the foods or ingredients that they believe have the most health benefits, consumers

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In drinks, said LuAnn Williams, director of research for Innova Market Insights, during a press dinner hosted scifinder by food flavor manufacturer Virginia Dare. Indeed, 2013 saw a 20% increase in the number of global new product launches with protein claims (with a 16.5% increase in the US).   
Even Walmart displays Kellogg s protein beverages in a special section. There s more to be done, Williams added. But it s fragmented. There s no Chobani in protein drinks; it s still up for grabs. Over the next year, we will see the market start to bucket scifinder and standardize more.
Yet the leading brands control little in the way of market share GNC (4.8%), Dymatize (4.5%) and Cytosport (3.6%). Not only that, but sizes range from 74 to 500 ml; and protein sources likewise range from whey to soy, pea and even blends of various sources. The one unmistakable commonality among them is the amount of protein, which is typically displayed scifinder on front of pack (often in large, bold lettering) scifinder and carries a premium price.
There s no mistaking how much protein these products have, and high protein claims tend to come at a premium price, Williams said. The average retail price for milk and milk-based beverages is $3.83 per liter. Those with a high protein claim typically cost 66% more, averaging $6 per liter.
When asked about the foods or ingredients that they believe have the most health benefits, consumers listed vegetables and fruits first, followed by whole grain. What s fascinating scifinder is when you look at where protein is showing up, it s fifth on the list higher than fiber, omega-3s, calcium and vitamin D, said Annette Maggi, RD, president of strategic nutrition marketing firm Annette Maggi Associates, who presented the results.
Two-thirds of shoppers say they re intentionally scifinder seeking out protein when they shop for food and beverage, and more than half say they re somewhat or very willing to pay more for protein fortification.
When asked why they choose protein, consumers said it contributes to a balanced eating habit. Regardless of the work by MyPlate to pile more vegetables and grains on the plate, the majority of consumers still look at meat as the center of the plate, Maggi observed. Consumers also said they opt for protein because it builds muscle (2), provides scifinder energy (3), contributes to fullness (4) and helps with weight loss (5).
But where does protein scifinder s health halo come from? (It s estimated that Americans consume roughly twice as much as needed see here .) Aside from being a traditionally central piece of the diet, consumers surveyed admit that they don t actually know why protein is important. Many said they re keen to add more because their friends are or they ve read about it on food blogs.
Regardless, protein is here to stay. Other categories of particular promise include snacks scifinder Nature Valley s protein bar line raked in $100m in sales in its first year and breakfast, as consumers still tend to associate protein primarily with the evening meal.
There s even a yet-untapped market within scifinder the protein drink market men . CPGs have been looking for ways to target men, Williams said. You can definitely see gender targeting scifinder with these protein scifinder drinks just by looking at their packaging. The products are black with a grip and big bold letters. They re definitely not feminine.
Maggi added:   We re seeing a shift toward men becoming the primary shoppers in the household. The protein trend lends itself scifinder easily to men. CPGs are smart to target men looking for different things on pack than women. 
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