Meet the Yen for Protein Power

Consumers want protein. The psychology behind the appeal is a desire for power, and that desire can motivate purchases of a broad range of retail offerings. It’s much more than meat, poultry, and fish for dinner. Market intelligence firm Mintel reports that about 20% of new product launches of high protein food and drink in the U.S. last year were for snack items.
     The Mintel report says the yen for protein power is higher among American consumers than among consumers in any other nation. The consumers’ intentional objectives include losing weight and building muscles. Another benefit, sometimes operating subconsciously, is the consumer’s use of protein for feelings of well-being after eating. About nine out of ten American consumers say this feeling is important to them when deciding whether to purchase an item again.
     Older consumers are somewhat more likely than younger ones to want their protein in beef products because beef traditionally has associations with power. But there’s been a change over time, with younger consumers finding power instead from physical fitness.
     A couple of years ago, when the National Pork Board switched their slogan from “Pork The Other White Meat” to “Pork. Be Inspired,” the Board said a Northwestern University study concluded the “Other White Meat” slogan was among the top five most recognizable slogans in contemporary advertising history. The “Other White Meat” marketing campaign helped reposition pork in the consumer’s mind from a greasy, fatty foodstuff to a meat as slender and nutritious as chicken. Helping along, the industry worked through genetics to change the composition of pork. These days, a pork tenderloin does actually contain slightly less fat than a skinless chicken breast.
     On the other hand, the Mintel report notes how certain consumers find power in commitments to move away from eating meat at all. These consumers perceive health, environmental, and ethical benefits. In second place after the U.S. in 2012 product launches of protein products is India, where the slaughter of cattle is highly restricted. Over the past five years, the number of global high-protein vegan product launches has grown 54%.
     Retailers also are finding a niche appeal in offering protein from unconventional sources. NYC’s Brooklyn Kitchen drew notice for their Mexican feast special which included smoked corn custard sprinkled with pale yellow, squirming wax moth larvae along with chapulines, those little fried grasshoppers described as tasting like the exoskeleton of a potato chip.

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