Protein: From meaty snack wraps to insect nutrition bars, frozen yogurt and sports nutrition
More than a third of new products launched in the US yogurt market in the year to September 2013 featured protein claims, according to new data from Innova Market Insights.
But the high-protein craze has also started to infiltrate a range of other categories, from nutrition bars and shakes to snacks, frozen yogurt, ice cream, and flavored milks, with interest in new sources of protein growing, from algae to peanut flour and insects...
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Meanwhile, sports nutrition marketers - who have traditionally targeted their protein-packed wares on young men, sports teams and hardcore athletes - will need to spend more time targeting women, weekend warriors and consumers if they want to expand their markets, says market researcher Packaged Facts.
You'll sell more sports nutrition products targeting fitness walkers and yoga enthusiasts than team sports players, says Packaged Facts