As I strolled the aisles at the Institute of Food Technologists' most recent food expo (IFT18: A Matter of Science + Food, which took place in July at Chicago's McCormick Place), it didn't take long to discern which food and beverage trends ingredient suppliers were betting on to remain top of mind with consumers. And all of them have a place in the dairy industry.
Many consumers do not realize that milk is a good source of high-quality protein. To educate shoppers, use the cap on a gabletop carton or a bottle to promote milk’s protein content.
It’s not just elite athletes who need protein. The ingredient holds benefits for everyone, from children to seniors and from recreational athletes to those seeking to lose weight.
Protein may be a macronutrient the deficiency of which portends dire consequences for health. But it is amply represented in the American diet already. A 2015 analysis of the 2007-2010 National Health and Nutrition Examination Survey found that American men consume, on average, close to 100 grams of protein per day — nearly double the 56 grams generally recommended for the group.
By engaging with consumers about how dairy foods and beverages are natural sources of high-quality protein, the industry can leverage current consumer attitudes and health trends for a sizable business opportunity.
As part of a health-conscious diet, many consumers perceive protein to be center stage as they strive to manage their weight and maintain a healthy lifestyle. For the dairy industry, the connection of protein to consumers’ needs for weight management can’t be ignored. When combined with its other essential nutrients, delicious taste and convenience, the natural protein found in milk, cheese, yogurt and other dairy-based products lends itself to food options that can help consumers increase their protein intake throughout the day.
Protein has become an important consideration and today’s consumers have taken a renewed interest in the food and beverage products they purchase and consume.
More than half (55 percent) of adults say they would like to get more protein in their diet. Consumers also are more aware of protein’s benefits, with 88 percent recognizing that protein helps build muscle, 60 percent agreeing it creates a feeling of fullness and 60 percent indicating a diet high in protein may support weight loss.