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U.S. Leads in Launches of High Protein Products

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By: Sean Moloughney

Editor, Nutraceuticals World

High protein foods are among the most sought after nutritional choices among American consumers because they meet a variety of needs, from balancing diet and building muscle to weight loss. According to research from Mintel, introductions of foods and drinks making a high protein claim are almost three times higher in the U.S. than anywhere else in the world, accounting for 19% of global new product launches in 2012. This makes the U.S. the largest market by far for high protein products, as India and the U.K. follow with 9% and 7%, respectively.

In addition to a large number of launches, foods making high protein claims span a wide array of categories, well beyond naturally protein rich foods such as meat, poultry and fish. Snacks, for example, dominate the category, accounting for 20% of the high protein food and drink new product launches in the U.S. in 2012, followed by meal replacement and other fortified drinks (17%) and spoonable yogurt (15%).

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