Consumers can’t seem to get enough protein. The focus on high protein diets started in those shadowy niches of sports nutrition and weight management, but now there’s increasingly diverse consumer cohorts that possess a heightened awareness around the value of this essential nutrient. And it’s that demographic diversity, being interested for different reasons, making protein a battleground category as it proliferates across the entire grocery store. So, it’s difficult not being fascinated by the evolving marketplace…which is why Senior Market Insights Director at SPINS, Scott Dicker, and I decided to tackle all things protein in our newest quarterly functional CPG categorical deep dive. Beyond providing some current subcategory retail sales data snippets, we describe several driving forces impacting comparative results...including how a growing variety of protein input sources, taste profiles, and form factors can cannibalize and/or provide incrementality to those mainstay high-protein offerings. Also, Scott and I cover some adjacent marketplace dynamics like “the growing GLP-1 utilization” that could create new demand for protein products that kick off the next “plus” phase of the space. Additionally, we explain why the consumer search for more protein should force retail merchandising opportunities to grow in the near-term future. But these are just some of the intriguing topics we chatted about in this episode...

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