Once considered a niche bodybuilding supplement, protein has transformed into a mainstream obsession. It is now added to a diverse array of food and beverage products, surpassing its marketing presence in previous years.
From protein’s past to protein’s present
According to the market research firm Mintel, the percentage of food and beverage products claiming to be high-protein or containing added protein rose from 3.3 percent in 2016 to 6.1 percent in 2020.
Initially designed for gym enthusiasts seeking muscle growth, “functional foods'' like protein powders and shakes were primarily marketed as sports nutrition, with a heavy focus on targeting men.
Demographics Contributing to Surge in Popularity
Protein has traditionally attracted “gym bros” and fitness enthusiasts, but its recent surge in popularity has expanded its appeal to new audiences, including biological Women and Gen Z.
Women
An increasing number of protein products are now tailored for women and created by women, showcasing their growing engagement in this market.
Why Women Need/Want Protein
It has been shown that sufficient protein intake is particularly crucial for women due to their hormonal fluctuations, which can often result in a catabolic state, where muscle breakdown exceeds muscle building.
It’s said that women should be especially mindful of this during ovulation and the luteal (high hormone) phase when progesterone levels rise. Progesterone breaks down protein, along with carbohydrates and fat, to supply the amino acids needed as building blocks for the uterine lining.
What does this mean?
Women require slightly higher doses of protein during periods of elevated progesterone to counteract these effects and preserve muscle mass. As a result, this demographic actively seeks higher amounts of protein during certain phases of their cycle.
For women who weight lift or exercise regularly, protein has been especially important.
How much protein do active women need?
Influencer’s impact on the protein market
The rise of female fitness influencers and trainers on platforms like TikTok and Instagram has fostered a sense of comfort and confidence among women when it comes to gym participation.
This has led to a notable increase in the number of women interested in bodybuilding and fitness overall.
Similar to the previously male-dominated audience, these women are now actively seeking high-protein options to support their fitness and health goals. New research from LTK confirms that the majority of Gen Z women (92 percent) say that their beauty and wellness routines are influenced by online creators.
Generation Z
As the largest generation and the next big global spending power, Gen Z demonstrates a key player in the fitness and health landscape.
The influence of their parent’s diet
The Les Mills report found that after growing up watching their parents participate in various diet trends, they are in search of more holistic fitness and health experiences. This could be an explanation for the attraction to simpler, protein based, endeavors.
What Gen Z is looking for in the market
Gen Z is increasingly attracted to food and beverage options with minimal carbon footprint or carbon neutrality, favoring plant-based choices. This preference towards eco-friendly labels reflects the generation’s dedication to environmental sustainability and preferences for plant-based and clean-eating diets.
These dietary trends may help explain the surge in protein alternatives on the market such as powders, meat substitutes, bars, and shakes. Appealing to this is a key marketing strategy that has been utilized in tailoring the appeal of these products to Generation Z.
This generation is often noted for their extensive online presence, as they utilize social media and technology far more than previous generations. However, this characteristic also grants them access to a wealth of new information and inspiring workout videos, fostering a sense of comfort and motivation to explore new health habits.
Proof is in the protein, here are the numbers
The hashtag #protein has almost 9 billion views on TikTok alone, demonstrating the expansive reach of those discussing and promoting protein online.
Morgan Rose Cook with 946k followers on Instagram, is an avid promoter of the company, MyProtein, along with many other female athletes and trainers. MyProtein has a diverse selection of offerings including protein powders, amino acids, energy-boosting supplements, immune support and more.
Joe Rogan, popular podcaster and commentator with 18.7M followers on Instagram, engages in and promotes the Carnivore Diet, which includes only red meat, poultry, fish, and eggs.
Jordan Peterson, an influential psychologist, has a diet of just beef, salt, and water.
Mikhaila Peterson, podcaster and diet researcher with over 850k followers on Instagram, participates in the Lion Diet, eating only ruminant meat (beef, lamb, bison), salt and water.
Cottage cheese became the go-to protein snack on TikTok after influencers began incorporating it into various dishes like toasts, bowls, and dips. Tiffany Magee, in particular, has garnered attention with her videos showcasing cottage cheese and mustard paired with sausage and various vegetables. She has over 1.6M followers on TikTok and over 61M likes.
Kourtney Kardashian, with over 224M followers on Instagram, is an avid promoter of bone broth consumption.
Heidi Montag has over 1M followers on Instagram and shares her snacking on raw liver and bison hearts.
Why This Matters
Protein Draw-Ins: These illustrate just a fraction of the reasons why women and Gen Z are increasingly drawn to high-protein options or selections with added protein to supplement their diets.
Market Dominators: With women comprising half of the US population and wielding considerable influence in consumer purchasing decisions, driving 70-80% of all buying choices, their impact on the market is profound.
Trend Setters: Additionally, a Bloomberg report underscored the substantial purchasing power of Gen Z, commanding $360 billion in disposable income, further emphasizing their importance in shaping consumer trends and market dynamics.
Impact in the Food Market
As consumer awareness regarding food sourcing and nutritional content increases, there’s a growing desire for convenient ways to access essential nutrients and vitamins amid busy lifestyles. This shift, combined with the growing popularity of protein, has driven the expansion of protein sources like powders and the emergence of delivery services like butcher box companies.
Protein Powder on the Rise
With the rise in consumer attention to protein, protein powders are experiencing a surge in popularity and offerings. Today’s market caters to specific dietary needs and preferences for clean ingredients and ethical sourcing.
Plant-Based Power: Vega Sport offers a variety of plant-based protein powders specifically formulated for women, focusing on ingredients like pea protein, brown rice, and hemp.
Women-Focused Formulas: Leanbean Complete combines protein with vitamins, minerals, and herbs that are specifically chosen to support women’s health and fitness goals.
Transparency: Naked Whey Grass-Fed Whey Protein Powder uses only one or a few ingredients, promoting clean and transparent sourcing.
What’s Trending?
Some protein trends to look out for:
Lab-grown meat
Insect protein
Plant-based protein alternatives
Algae and seaweed proteins
Mycoprotein
Personalized protein requirements
Protein-enriched food products
Hydrolyzed proteins
Sustainable protein sources
Precision fermentation
Protein Controversies
As protein consumption increases due to its promotion on social media and in various marketing endeavors, several points of discussion have emerged within these communities.
Bad Diet Culture?
Critics of the protein craze argue that “high protein” has replaced “low carb” as the latest trend in diet culture. They contend that the focus on high protein content online perpetuates weight loss and extreme muscle definition ideals, posing potential risks, particularly for younger audiences.
Bio-Individuality
Every individual’s body is unique, meaning that health goals should be tailored accordingly. Protein is only a piece of the puzzle - a balanced, mindful approach to nutrition is essential for overall well-being.
Finally, what is Protein?
Proteins consist of chemical “building blocks” known as amino acids.
These essential components are utilized by the human body for the construction and repair of muscles and bones, as well as for the production of hormones and enzymes. Additionally, they can be used as a source of energy.
Your body is capable of producing some amino acids, known as non-essential amino acids, which there are eleven of.
However, there are nine amino acids that your body cannot synthesize and must be obtained through diet to support proper bodily functions.
Nutritional Value
The nutritional value of a protein is measured by the amount of essential amino acids that it contains. Different foods contain different quantities of amino acids.
Animal products have all of the essential amino acids and are known as “complete” protein (also known as ideal or high-quality protein).
Soy products and quinoa also have all of the essential amino acids.
Plant proteins usually lack at least one of the essential amino acids and are therefore called “incomplete” proteins.
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