Tap into other trends
Food trends do not happen in isolation, and one will influence many others.
Consumers are moving away from sugar, increasingly associated with health risks such as type-2 diabetes and obesity, and this is impacting the protein trend. Lauren Bandy, senior nutrition analyst at Euromonitor, recommends that manufacturers formulate low-sugar versions of their high-protein foods as a result.
Another option is to look into savoury flavours – just as one of the world’s major confectionery players, Hershey, has already done through its acquisition of gourmet beef jerky producer, Krave.
“This move by Hershey could be interpreted as a sign that the company is concerned about the growing movement against sugar due to its role in public health, and that consumers see protein as a healthy, guilt-free indulgence compared to sugar-laden foods such as confectionery,” says Bandy.