Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards protein drinks and foods.
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The research studied included protein powder, ready-to-drink (RTD) protein drinks, protein bars, protein chips/tortillas/puffs/popcorn, protein cookies/wafers, protein brownies and protein cake bites.
The nutrition and performance study was fielded in April 2020 with 1,200 U.S. respondents aged 18-70+; half were female and the other half were male.
Generations defined included Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945.
Nutrition and Performance Product Findings:
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“Taste” is the number one driver of nutrition and performance product purchases among all generations, with more than half (52%) of respondents citing it as the most important attribute.
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More than a third (36%) of respondents cite “flavor” as an important attribute driving nutrition and performance products purchase intent.
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Respondents look for “plant protein” as an “active ingredient” in their nutrition and performance products for protein powder (32%), RTD (22%) and protein bars (25%).
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The top five lifestyle diets that respondents follow are:
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“Keto” (12%)
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“Intermittent fasting” (11%)
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“Gluten-free” (10%)
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”Dairy-free” (9%)
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“Vegetarian” (9%)
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Only a few respondents follow “vegan” (5%), “paleo” (3%) and “pescatarian” (3%) diets.
- More than half (52%) of all respondents do not follow any lifestyle diet.
Protein Powder Findings Among Respondents Who Consume “Protein Powder" N=300:
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45% of respondents use protein powder to “build muscle."
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Half of all respondents use protein powder in “dairy/non-dairy preparations.”
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“Chocolate” (52%) and “vanilla” (51%) flavors are popular top performers among half of all respondents.
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15% of respondents consume “peanut butter”:
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Gen Z (18%)
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Gen Y (18%)
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Gen X (18%)
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Baby Boomers (7%)
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Silent Generation do not use at all
Protein RTD Findings Among Respondents Who Consume “RTD” N=300:
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“Healthy” (43%) is the most important reason respondents drink RTD protein drinks.
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“Chocolate” (60%) and “vanilla” (46%) are the leading flavors consumed by all respondents.
- Shy of a quarter (23%) of respondents drink “strawberry."
Protein Bar Findings Among Respondents Who Consume “Protein Bars” N=300:
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“Convenient” (42%) and “healthy” (41%) are the top reasons respondents eat protein bars.
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“Chocolate” and “peanut butter” protein bars are consumed by half of all respondents.
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“Chocolate” (52%) is the most popular flavor among all generations.
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“Peanut butter” (50%) is the second most well-liked flavor among all generations.
- 30% of respondents consume “nut” flavors.
Protein Chips/Tortillas/Puffs/Popcorn Findings Among Respondents Who Consume “Protein Chips/Tortillas/Puffs/Popcorn” N=100:
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47% of respondents consume protein chips/tortillas/puffs/popcorn because they perceive them as “healthy.”
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“Cheese” is the most prevalent flavor among all generations, with 51% of respondents citing it.
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“Salt” (38%) is a well-liked flavor among all respondents with more than a third citing it.
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More than one-third of respondents snack on “garlic” (35%), “BBQ” (34%) and “savory herb” (34%) flavors.
Protein Cookies/Wafers Findings Among Respondents Who Consume “Protein Cookies/Wafers” N=67:
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“Healthy” is the main reason respondents cited eating protein cookies/wafers (36%).
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“Chocolate chip” (46%) is the number one flavor of protein cookies/wafers.
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Gen X equally prefers “chocolate” (50%) and “peanut butter” (50%) as their first choice compared to “chocolate chip” (40%).
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“Chocolate” and “peanut butter” are tied for the second most favored flavors with 40% of respondents citing each of them.
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“Snickerdoodle” and “vanilla” are equally enjoyed by 30% of respondents.
Protein Brownies Findings Among Respondents Who Consume “Protein Brownies” N=67:
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30% of respondents cite “healthy,” “increase energy” and “decrease appetite” as the top three reasons they consume protein brownies.
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Shy of two-thirds of respondents consume “chocolate” (60%).
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“Chocolate peanut butter” (43%) is the second most well-liked brownie flavor.
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One-third or more of respondents consume “chocolate with white chocolate chips” (33%) and “cookies and cream” (37%).
Protein Cake Bites Findings Among Respondents Who Consume “Protein Cake Bites N=66:
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“Healthy” (45%) is the number one reason respondents consume protein cake bites.
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39% of respondents eat “chocolate” and “cookies and cream” cake bites, which are tied as the top two flavors.
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Gen Y are the heaviest consumers of both flavors compared to the Silent Generation who do not consume protein cake bites at all.
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More than one-third (35%) of respondents consume “chocolate cookie dough.”