This document outlines the significant shift in consumer behaviour towards prioritizing health and wellness, specifically focusing on the rapid increase in demand for protein-rich and functional foods. Driven by a desire to improve physical and mental wellbeing, consumers are increasingly seeking foods that provide specific health benefits, and this trend presents both challenges and opportunities for food and beverage marketers. The report highlights the need for brands to adapt their products and messaging to meet these evolving demands, emphasizing the importance of clear nutritional communication, targeted segmentation, and strategic partnerships.

Key Themes and Ideas:

Surging Popularity of Protein:

• The demand for protein is rapidly increasing. A significant majority of Americans are actively seeking to increase their protein intake:
• “According to International Food Information Council figures, nearly three-quarters (71%) of Americans tried to increase their protein intake in 2024, up from 67% in 2023 and 59% in 2022.”
• A substantial portion of the population has adopted high-protein diets:
• “The same study revealed that one in five Americans had followed a high-protein diet in the past year.”
• Protein is no longer solely associated with bodybuilding. It is now perceived as having wider health benefits, including energy and immunity boosting qualities.

The Rise of Functional Foods:

• This trend is part of a broader movement toward “functional eating,” where consumers actively seek foods with specific health benefits.
• Beyond protein, consumers are seeking other ingredients known for their benefits, such as:
• Probiotics for digestion.
• Fibre for digestion.
• Specific nutrients for brain health (as seen with the example of the M&S ‘Brain Food’ range).
• Consumers now view food as “a means to improve their physical and mental wellbeing”.

Brand Response & Innovation:

• The growing demand for functional foods is pushing brands to innovate and re-evaluate their product offerings.
• Established brands like Kellanova and General Mills are responding by fortifying classic foods with protein.
• There is a growing expectation for further innovation in this area as brands aim to capture the functional food market.

Implications for Marketers:

• Clear Communication: Marketers need to highlight the nutritional content and health benefits of their products clearly on packaging and in marketing communications.
• Ingredient Focus: Using trending ingredients will likely attract health and nutrition-focused consumers.
• Targeted Segmentation: Brands should consider the diverse needs of different consumer groups (e.g., older consumers, athletes) and tailor their products and messaging accordingly. This may involve different packaging, formats and messaging approaches.
• Strategic Partnerships: Collaborating with health and wellness partners can help brands reach new audiences and improve their credibility within the functional food category.

Key Quote:

“Consumers increasingly view food as a means to improve their physical and mental wellbeing.”

Conclusion:

The consumer shift towards prioritizing protein and functional foods is a significant trend that is reshaping the food and beverage industry. Brands that adapt to meet this demand by innovating their product offerings, communicating nutritional benefits effectively, and strategically targeting diverse consumer segments will be well-positioned to succeed in this evolving market.

FAQ on the Rise of Protein and Functional Foods

• What is driving the increased consumer interest in protein-rich foods?
• The surge in protein popularity is primarily driven by a heightened focus on health and well-being. Consumers are increasingly viewing food as a means to improve their physical and mental health, shifting away from simply consuming for taste or convenience. Protein, once primarily associated with bodybuilding, has gained mainstream appeal due to its perceived benefits in providing energy, supporting immunity, and contributing to overall health. This trend is part of a broader shift towards functional eating, where people actively seek foods that offer specific health advantages.
• What evidence suggests a growing consumer interest in protein intake?
• Recent data from the International Food Information Council (IFIC) indicates a significant increase in the number of Americans actively trying to increase their protein consumption. In 2024, 71% of Americans reported attempting to boost their protein intake, a considerable jump from 67% in 2023 and 59% in 2022. Furthermore, one in five Americans have followed a high-protein diet in the past year, highlighting the growing prevalence of this dietary approach.
• How does the “functional food” trend relate to this interest in protein?
• The increased interest in protein is a major component of the larger “functional food” trend, where consumers seek specific health benefits from the foods they eat. This trend encompasses various food types, including protein-rich foods aimed at energy and immunity, as well as probiotic-rich foods and fibre for digestive health. The functional food trend reflects a consumer desire to be proactive about their health through dietary choices, thus driving the demand for foods that offer tangible benefits beyond basic nutrition.
• How are food companies responding to this growing trend?
• Food companies are actively responding to the functional food trend by rethinking and innovating their product offerings to meet consumer demand. Major companies are now fortifying traditional food items with protein to capitalize on the growing demand. For example, established brands are releasing classic foods with added protein, and companies are creating new lines emphasizing nutrients that allegedly support specific aspects of health. Innovation is expected to continue as brands ramp up efforts to tap into the functional food market.
• What can marketers do to leverage the popularity of functional foods and protein?
• Marketers can capitalize on this trend by emphasizing the nutritional content and health benefits of their products, both on packaging and through marketing communications. Incorporating trending ingredients that appeal to nutrition-focused consumers is crucial. It’s also important to consider the needs of different consumer segments, such as athletes, older individuals, and those with specific dietary requirements, by offering tailored messaging, packaging, and customizable options.
• Why is it important to consider the unique needs of different consumer groups when marketing functional foods?
• Different consumer groups have unique needs and preferences when it comes to functional foods and their health goals. For example, athletes might be seeking products to boost performance, while older consumers may focus on foods that support overall health and mobility. By customizing messaging, product formulations, packaging formats, and options, companies can more effectively target and appeal to these diverse consumer segments. This targeted approach can result in increased engagement and brand loyalty.
• What other strategies can marketers employ to increase the success of functional food products?
• In addition to highlighting health benefits and tailoring products to specific segments, marketers can also explore partnerships with health and wellness partners. These partnerships can expand the reach of a product to new audiences while simultaneously increasing brand credibility within the functional food category. Collaborating with trusted entities in the health and wellness space can strengthen consumer confidence in a product’s stated benefits.
• What is the “GEISTE” methodology and how does it relate to the trend analysis?
• The GEISTE methodology is a proprietary analysis tool used by WARC, likely as part of their Evolution of Marketing program, to identify key trends and insights in the food and beverage industry. It is part of their overall program used to understand emerging trends in marketing. The data and analysis used to create the report on the functional food trend was produced using the GEISTE methodology. This methodology underpins the identification of the rise of functional foods, and particularly the focus on protein as a key component, and it assists marketers in understanding how to respond to these industry changes.

Glossary of Key Terms

• Functional Foods: Foods that provide health benefits beyond basic nutrition, often containing added ingredients for a specific effect.
• Protein-Rich Foods: Foods that are high in protein content, essential for building and repairing tissues in the body.
• Probiotics: Live microorganisms that, when consumed, provide health benefits to the host, commonly associated with gut health.
• Fibre: A type of carbohydrate that cannot be digested by the human body, essential for digestive health and often found in plant-based foods.
• GEISTE methodology: WARC’s proprietary tool used to analyse marketing data and track emerging trends in the industry.
• Kellanova and General Mills: Major multinational food manufacturing companies, referenced as adopting a strategy to increase protein content in their products.
• M&S: Marks and Spencer, a major British retailer that launched a “Brain Food” range, an example of functional foods for brain health.
• International Food Information Council (IFIC): A non-profit organization that studies food and nutrition trends, and whose data is featured in the provided report.
• WARC: A global marketing intelligence service, known for producing industry reports, including the one referenced in the text.
• Health & Well-Being: Focus on individual health habits and lifestyle choices, in the context of consumer interest in nutritional options to support overall well-being.