Recent research from Kerry, a taste and nutrition company, has suggested most protein consumers are motivated by health and wellness, with 50% of survey respondents associating protein with a healthy diet and 46% with a healthy lifestyle. The company has produced a report which suggests consumers around the world increasingly perceive protein content and quality as fundamental drivers of their food and beverage purchase choices. 

The report found consumers willing to pay a premium for protein fortification. based on the survey responses, more than half of global consumers would pay a 10% premium, and an additional 15% would be willing to pay a 25% premium. 

The research also confirms taste is the top purchase consideration for more than 60% of global consumers, followed by the quality of protein ranks next. 

The company says its research highlights the rise in market acceptance of added protein, both in everyday foods and beverages as well as snacks and treats. On-pack claims of “better for you,” “healthy halo” and “clean label” were identified as crucial to creating protein-based foods and beverages that resonate with consumers. Also discussed are opportunities in product development, and the ways in which the company can support food and beverage manufacturers as they apply this research directly to their product development efforts. 

Soumya Nair, Global Director, Consumer Research and Insights, said: “Accelerated by COVID-19 and consumer focus on health and rising interest in proactive—versus reactive—nutrition, rapid change has occurred recently in food and beverage markets around the world as broader awareness of the many benefits of protein increasingly drives purchase decisions among mainstream consumers. This extensive Kerry research puts protein foods and beverages squarely under a microscope to understand wher the opportunities lie for brands to innovate.”

The company surveyed more than 6,300 health and wellness conscious consumers across 12 countries within North America, Europe, Latin America, and the Asia-Pacific region.