Comax Releases Nutrition and Performance Product Findings

Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards protein drinks and foods. 

Related: Kerry Releases Life Cycle Assessment of Tastesense Sweet

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:

• “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.

• More than a third (36%) of respondents cite “flavor” as an important attribute driving nutrition and performance products purchase intent.

• 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%).

• The top five lifestyle diets that respondents follow are:

• “Keto” (12%)

• “Intermittent fasting” (11%)

• “Gluten-free” (10%)

• ”Dairy-free” (9%)

• “Vegetarian” (9%)

• 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:

• 45% of respondents use protein powder to “build muscle."

• Half of all respondents use protein powder in “dairy/non-dairy preparations.”

• “Chocolate” (52%) and “vanilla” (51%) flavors are popular top performers among half of all respondents.

• 15% of respondents consume “peanut butter”:

• Gen Z (18%)

• Gen Y (18%)

• Gen X (18%)

• Baby Boomers (7%)

• Silent Generation do not use at all

Protein RTD Findings Among Respondents Who Consume “RTD” N=300:

• “Healthy” (43%) is the most important reason respondents drink RTD protein drinks.

• “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:

• “Convenient” (42%) and “healthy” (41%) are the top reasons respondents eat protein bars.

• “Chocolate” and “peanut butter” protein bars are consumed by half of all respondents.

• “Chocolate” (52%) is the most popular flavor among all generations.

• “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:

• 47% of respondents consume protein chips/tortillas/puffs/popcorn because they perceive them as “healthy.”

• “Cheese” is the most prevalent flavor among all generations, with 51% of respondents citing it.

• “Salt” (38%) is a well-liked flavor among all respondents with more than a third citing it.

• 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:

• “Healthy” is the main reason respondents cited eating protein cookies/wafers (36%).

• “Chocolate chip” (46%) is the number one flavor of protein cookies/wafers.

• Gen X equally prefers “chocolate” (50%) and “peanut butter” (50%) as their first choice compared to “chocolate chip” (40%).

• “Chocolate” and “peanut butter” are tied for the second most favored flavors with 40% of respondents citing each of them.

• “Snickerdoodle” and “vanilla” are equally enjoyed by 30% of respondents.

Protein Brownies Findings Among Respondents Who Consume “Protein Brownies” N=67:

• 30% of respondents cite “healthy,” “increase energy” and “decrease appetite” as the top three reasons they consume protein brownies.

• Shy of two-thirds of respondents consume “chocolate” (60%).

• “Chocolate peanut butter” (43%) is the second most well-liked brownie flavor.

• 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:

• “Healthy” (45%) is the number one reason respondents consume protein cake bites.

• 39% of respondents eat “chocolate” and “cookies and cream” cake bites, which are tied as the top two flavors.

• Gen Y are the heaviest consumers of both flavors compared to the Silent Generation who do not consume protein cake bites at all.

• More than one-third (35%) of respondents consume “chocolate cookie dough.”