High protein consumer communications strategies: lessons from new product launches

Protein is moving into mainstream and consumers are identifying multiple reasons to buy high protein foods, according to David Jago, Director of Innovation and Insights at Mintel.

Protein is becoming a destination ‘attribute’ featuring on front of pack across all categories. The protein trend has grown out of US into Northern Europe, and recent consumer research is showing that there are multiple reasons to buy high protein, which can suggest longevity in the market.

Listen to the expert and thought leader David Jago in an interview after his presentations at the 9th Protein Summit 2016 in Lille on ‘New high protein product launches and successful positioning strategies’ and ‘Retailing high protein foods’ as part of the Track on New Consumer Insights and Target Groups. Other Tracks were New Protein Ingredients and Processes and New Protein Foods and Channels.

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