Manufacturers missing out by not stating protein content
Manufacturers are missing out on over $50M in revenue by not stating protein content on their packaging according to global measurement and data analytics company, Nielsen.
Research conducted by Nielsen found that sales of products that list protein content have leapt 22.3%, compared to 2% in total grocery growth.
The fastest growth has been in dairy and chilled meals. New products in the meat alternative, peanut butter and ice cream categories are also feeding consumers’ protein needs.
Health conscious consumers including families with children aged 6 – 18 and senior couples stated protein as a “must have” or “good to have” in their grocery purchases. Targeting the right audience is key for brands to achieve sales as each demographic consumes protein for different reasons. Gym junkies will usually choose meat to build muscle while older people mostly choose dairy for bone health.
In America, sales of produce that listed protein content increased by 157 per cent in just one year. This increase in demand presents an opportunity for manufacturers to promote their products’ protein content to boost sales growth.
Head of Retail at Nielsen, Alfredo Costa said, “We are confident that the demand for protein will continue into the future, and, as Australian shoppers continue to seek out products which satisfy their health and wellness needs, products with clear protein claims will remain sought after on Australians’ grocery lists. Manufacturers need to meet their consumers’ needs and desires with clearly labelled information on packs if they want to have a winning edge with product innovation and drive sales.”