Superfoods & Protein Buying Guide

Functional food has become one of the best-selling categories within the health and wellness industry over the last few years and one of the biggest trends driving sales within the category is high-protein foods. Consumers are becoming aware that protein in not just good for building muscle, it can also help you feel fuller for longer, therefore being a good tool for weight management and helping to maintain a healthier lifestyle. Protein based sports nutrition products still remain popular. Figures from Mintel show that 9% of Brits have eaten a protein bar, with the same number having used a protein powder*, but this jumps up significantly to 25% of UK consumers who have consumed any high-protein grocery product. This is supported by product innovation, as the number of food and drink products launched in the UK with a high-protein claim rose a staggering 498% between 2010 and 2015.**
With today’s busy lifestyles, consumers are increasingly looking for easy and convenient ways to boost their nutrient levels. Superfoods provides the perfect solution for these health conscious consumers as well as ticking other health and wellness boxes. They have the added benefit of being naturally functional, plant-based foods which have intrinsic protein, vitamin or mineral content without the need to be artificially fortified, tapping into the desire for ‘clean’, natural and organic foods. Superfoods can be found in their raw form in powders, seeds, berries and spices, but the market has evolved in the last few years with brands now incorporating superfood ingredients into ready-to-eat products such as snacks which offer the ultimate in grab-and-go nutrition.

To ensure that you keep up-to-date with these fast moving categories we’ve produced this brand new Superfoods & Protein Buying Guide, packed full of the latest product innovations, top selling brands and market data. We’ve also included information and advice from our industry experts: Zach Adelman, founder of Navitas Organics, African superfoods brand Aduna and Rick Hay and Anna Magee from women’s health website and brand, Healthista.

*Mintel, 3 months to May 2016 **Mintel Global New Products Database (GNPD)

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