Who are high-protein products intended for?
There are three main profiles of those with higher-than-average protein needs:
- men and women who practice intense physical activity;
- the elderly;
- people who are ill, especially those who are hospitalised and suffering from a protein deficit.
Seniors, often age 55 and older, have an increased need for protein due to a loss in the body’s efficiency in transforming nutrients. Seniors also need more protein to maintain muscle and bone mass.
People who suffer from chronic disease, severe weight loss or malnutrition experience the same issues.
Athletes’ needs are tied to the intensity and type of sport they practice. Endurance sports enthusiasts (jogging, swimming, cycling, etc.) and especially strength sports enthusiasts (athletics, weight training, weightlifting) are the most affected.
Consider also that some sports (gymnastics, boxing, etc.) impose dietary restrictions that disrupt metabolism. This sometimes requires a diet with increased protein content.
Launching high-protein products allows manufacturers to position themselves well on the sports, dietetic and clinical nutrition markets.
Are high-protein products part of a health trend?
Yes, despite the fact that for some time, high-protein foods catered to a niche sector (bodybuilding in particular), this market has expanded and joined a more global trend of well-being.
This trend suits a new consumer profile. Often urbanites, millennials who are on-the-go and connected, desire products of high nutritional quality, that are healthy, and that can be brought along to workouts.
These consumers also at times tend to choose a vegetarian diet, without meat or fish, which is part of a healthy and/or eco-friendly approach. High-protein products provide these consumers with a quality equivalent, easily integrated into a balanced diet and active lifestyle.