blog.brightfieldgroup.com
Open in
urlscan Pro
199.60.103.254
Public Scan
URL:
https://blog.brightfieldgroup.com/protein-packed-products-latest-trends
Submission: On August 29 via manual from US — Scanned from DE
Submission: On August 29 via manual from US — Scanned from DE
Form analysis 3 forms found in the DOM
/hs-search-results
<form action="/hs-search-results" data-hs-cf-bound="true">
<input type="text" class="hs-search-field__input" name="term" autocomplete="off" aria-label="Search" placeholder="Search…">
<input type="submit" value="Go" class="button-34 button-search w-button">
<input type="hidden" name="type" value="SITE_PAGE">
<input type="hidden" name="type" value="BLOG_POST">
<input type="hidden" name="type" value="LISTING_PAGE">
<button aria-label="Search"><span id="hs_cos_wrapper_module_1574282011073163_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_icon" style="" data-hs-cos-general-type="widget" data-hs-cos-type="icon"><svg version="1.0"
xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" aria-hidden="true">
<g id="search1_layer">
<path
d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z">
</path>
</g>
</svg></span></button>
</form>/hs-search-results
<form action="/hs-search-results" data-hs-cf-bound="true">
<input type="text" class="hs-search-field__input" name="term" autocomplete="off" aria-label="Search" placeholder="Search…">
<input type="submit" value="Go" class="button-34 button-search w-button">
<input type="hidden" name="type" value="SITE_PAGE">
<input type="hidden" name="type" value="BLOG_POST">
<input type="hidden" name="type" value="LISTING_PAGE">
</form>POST https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/3989871/7dc3f677-5fbd-43c2-9c4e-d922ccba0e74
<form id="hsForm_7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" method="POST" accept-charset="UTF-8" enctype="multipart/form-data" novalidate=""
action="https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/3989871/7dc3f677-5fbd-43c2-9c4e-d922ccba0e74"
class="hs-form-private hsForm_7dc3f677-5fbd-43c2-9c4e-d922ccba0e74 hs-form-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74 hs-form-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_f0ccf55e-9084-4e1a-b9d3-7c0ba436141f hs-form stacked hs-custom-form"
target="target_iframe_7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" data-instance-id="f0ccf55e-9084-4e1a-b9d3-7c0ba436141f" data-form-id="7dc3f677-5fbd-43c2-9c4e-d922ccba0e74" data-portal-id="3989871"
data-test-id="hsForm_7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" data-hs-cf-bound="true">
<div class="hs_email hs-email hs-fieldtype-text field hs-form-field"><label id="label-email-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" class="" placeholder="Enter your Email"
for="email-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904"><span>Email</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="email-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" name="email" required="" placeholder="" type="email" class="hs-input" inputmode="email" autocomplete="email" value=""></div>
</div>
<div class="hs_segment hs-segment hs-fieldtype-select field hs-form-field"><label id="label-segment-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" class="" placeholder="Enter your Which industry are you interested in? "
for="segment-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904"><span>Which industry are you interested in? </span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><select id="segment-7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" class="hs-input is-placeholder" name="segment">
<option disabled="" value="">Please enter your industry.</option>
<option value="CPG">CPG</option>
<option value="CBD">CBD</option>
<option value="Cannabis">Cannabis</option>
</select></div>
</div>
<div class="hs_submit hs-submit">
<div class="hs-field-desc" style="display: none;"></div>
<div class="actions"><input type="submit" class="hs-button primary large" value="Sign me up!"></div>
</div><input name="hs_context" type="hidden"
value="{"embedAtTimestamp":"1724951588568","formDefinitionUpdatedAt":"1706214945728","lang":"en","userAgent":"Mozilla/5.0 (X11; Linux x86_64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/128.0.0.0 Safari/537.36","pageTitle":"The Protein Surge: A Deep Dive into the Latest Trends in Protein-Packed Products","pageUrl":"https://blog.brightfieldgroup.com/protein-packed-products-latest-trends","pageId":"176683169637","isHubSpotCmsGeneratedPage":true,"canonicalUrl":"https://blog.brightfieldgroup.com/protein-packed-products-latest-trends","contentType":"blog-post","hutk":"102f4b111d9f368cbdabbff699446c85","__hsfp":2507617663,"__hssc":"4587180.1.1724951590962","__hstc":"4587180.102f4b111d9f368cbdabbff699446c85.1724951590962.1724951590962.1724951590962.1","formTarget":"#hs_form_target_module_1574282011073168","formInstanceId":"8904","rawInlineMessage":"<p>Thank you for signing up for our Newsletter!</p>","hsFormKey":"f904beb1901deccd4f140a3766c5210a","pageName":"The Protein Surge: A Deep Dive into the Latest Trends in Protein-Packed Products","rumScriptExecuteTime":734.9000000953674,"rumTotalRequestTime":932.9000000953674,"rumTotalRenderTime":971.5999999046326,"rumServiceResponseTime":198,"rumFormRenderTime":38.69999980926514,"connectionType":"4g","firstContentfulPaint":0,"largestContentfulPaint":0,"locale":"en","timestamp":1724951590973,"originalEmbedContext":{"portalId":"3989871","formId":"7dc3f677-5fbd-43c2-9c4e-d922ccba0e74","region":"na1","target":"#hs_form_target_module_1574282011073168","isBuilder":false,"isTestPage":false,"isPreview":false,"formInstanceId":"8904","formsBaseUrl":"/_hcms/forms","css":"","inlineMessage":"<p>Thank you for signing up for our Newsletter!</p>","isMobileResponsive":true,"rawInlineMessage":"<p>Thank you for signing up for our Newsletter!</p>","hsFormKey":"f904beb1901deccd4f140a3766c5210a","pageName":"The Protein Surge: A Deep Dive into the Latest Trends in Protein-Packed Products","pageId":"176683169637","contentType":"blog-post","formData":{"cssClass":"hs-form stacked hs-custom-form"},"isCMSModuleEmbed":true},"correlationId":"f0ccf55e-9084-4e1a-b9d3-7c0ba436141f","renderedFieldsIds":["email","segment"],"captchaStatus":"NOT_APPLICABLE","emailResubscribeStatus":"NOT_APPLICABLE","isInsideCrossOriginFrame":false,"source":"forms-embed-1.5781","sourceName":"forms-embed","sourceVersion":"1.5781","sourceVersionMajor":"1","sourceVersionMinor":"5781","allPageIds":{"embedContextPageId":"176683169637","analyticsPageId":"176683169637","contentPageId":176683169637,"contentAnalyticsPageId":"176683169637"},"_debug_embedLogLines":[{"clientTimestamp":1724951588661,"level":"INFO","message":"Retrieved customer callbacks used on embed context: [\"getExtraMetaDataBeforeSubmit\"]"},{"clientTimestamp":1724951588661,"level":"INFO","message":"Retrieved pageContext values which may be overriden by the embed context: {\"pageTitle\":\"The Protein Surge: A Deep Dive into the Latest Trends in Protein-Packed Products\",\"pageUrl\":\"https://blog.brightfieldgroup.com/protein-packed-products-latest-trends\",\"userAgent\":\"Mozilla/5.0 (X11; Linux x86_64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/128.0.0.0 Safari/537.36\",\"pageId\":\"176683169637\",\"contentAnalyticsPageId\":\"176683169637\",\"contentPageId\":176683169637,\"isHubSpotCmsGeneratedPage\":true}"},{"clientTimestamp":1724951588663,"level":"INFO","message":"Retrieved countryCode property from normalized embed definition response: \"DE\""},{"clientTimestamp":1724951590970,"level":"INFO","message":"Retrieved analytics values from API response which may be overriden by the embed context: {\"hutk\":\"102f4b111d9f368cbdabbff699446c85\",\"canonicalUrl\":\"https://blog.brightfieldgroup.com/protein-packed-products-latest-trends\",\"contentType\":\"blog-post\",\"pageId\":\"176683169637\"}"}]}"><iframe
name="target_iframe_7dc3f677-5fbd-43c2-9c4e-d922ccba0e74_8904" style="display: none;"></iframe>
</form>Text Content
Play
The Protein Surge: A Deep Dive into the Latest Trends in Protein-Packed Products
AI-generated audio
7:17
* Platform
* * Overview
* Deep consumer and market insights for cannabis, CBD, and wellness CPGs.
* * * Solutions
* Consumer Insights
* Brand Health
* Social Listening
* Distribution Trends
* Market Landscape
* Custom Research
* * Industry
* Cannabis
* CBD
* Wellness CPG (Evergi)
* * Role
* Marketing
* Strategy
* Innovation
* Finance & Sales
* Company
* * About Us
* Leadership
* Methodology
* Contact Us
* Blog
* Resources
* Log In
Wellness Social Listening Consumer Insights Market Analysis CPG
THE PROTEIN SURGE: A DEEP DIVE INTO THE LATEST TRENDS IN PROTEIN-PACKED PRODUCTS
Written by The Brightfield Team
Protein has firmly established itself as a cornerstone of health and wellness,
but its significance extends far beyond meeting daily quotas. Consumers' growing
appetite for protein-rich products reflects a fundamental shift in how we
perceive nutrition and overall well-being. Whether our goals are muscle gain,
weight management, or longevity, protein is now recognized as an indispensable
component of a balanced diet.
In 2024, we're witnessing a cultural transformation that redefines the role of
protein in wellness. Emerging research underscores the critical importance of
maintaining muscle mass, particularly as we age, and its connection to various
aspects of health, from physical performance to cognitive function. Let's
explore how this evolving narrative is reshaping the future of protein products
and what it means for brands.
BEYOND THE 30G PROTEIN TREND: A FOCUS ON MUSCLE HEALTH
The "30g protein" trend, which swept social media in late 2023, popularized the
idea of consuming 30 grams of protein per meal for optimal muscle building and
overall health. While this movement initially gained traction among fitness
enthusiasts, it quickly expanded to a wider audience, particularly Gen Z women.
However, the conversation around protein is evolving, encompassing broader
health concerns, especially the preservation of muscle mass as we age. Harvard
Health emphasizes the significance of maintaining muscle mass for overall
health, particularly in aging populations. As people live longer, the focus is
shifting from short-term fitness goals to long-term wellness strategies that
prioritize muscle maintenance, functional fitness, and cognitive health.
Research supports this broader view of protein's role in well-being. For
instance, study published by the National Institute on Aging highlights how
resistance training improves muscle mass, which can help maintain independence
and reduce the risk of chronic conditions. The significance of muscle health
extends far beyond aesthetics or sports performance—it's about longevity,
quality of life, and even mental well-being.
This shift in focus is driving a cultural change where conversations about
wellness now include topics like muscle recovery, functional fitness, and the
role of protein in cognitive health. The New York Times has emphasized how
strength training benefits go beyond just physical health, supporting cognitive
functions and overall mental well-being. As these conversations expand,
consumers are increasingly seeking products that support not just daily protein
targets but holistic, long-term health.
PROTEIN AND LONGEVITY: A NEW ERA OF WELLNESS
According to Brightfield Group Consumer data, the demand for high-protein
products has seen a resurgence in Q3 '24. As consumers prioritize muscle health
and longevity, brands have an opportunity to innovate protein-packed products.
Products that support muscle recovery, cognitive health, and functional benefits
for different life stages can stand out in the market. By focusing on holistic
wellness, brands can create products that resonate with consumers seeking
long-term well-being.
THE 30G PROTEIN TREND: A CONTINUED FORCE
According to Brightfield Group's social listening data, conversations around
high-protein diets are on the rise, reflecting a growing consumer interest in
protein to support health and wellness goals. The "30g protein" movement, driven
by social media influencers, particularly resonates with Gen Z women, who
prioritize protein in their diets as part of a shift towards strength and
functionality over thinness and aesthetics. This trend highlights a broader
consumer demand for protein-rich products that cater to diverse dietary
preferences and long-term health objectives. Brands have an opportunity to
capitalize on this by developing gender-neutral or women-focused products that
emphasize "30g protein" on packaging and in marketing campaigns.
PROTEIN MEETS FUNCTIONALITY
Consumers are increasingly seeking functional foods that offer more than just
protein. The combination of protein with functional ingredients like probiotics,
fiber, and vitamins is driving a new wave of product innovation. For example,
protein bars and snacks now frequently feature added nutrients like omega-3s or
collagen, catering to consumers who want comprehensive wellness solutions in
their diets.
This trend is particularly strong among women, who are leading the charge in
seeking products that support specific health needs, from energy boosts to gut
health. Protein shakes that aid digestion or snacks that enhance skin health are
just a few examples of how brands can successfully merge protein with functional
benefits.
The graph below illustrates changes in important label claims by gender,
highlighting a noticeable shift in preferences towards high-protein,
gluten-free, and dairy-free products, especially among female consumers.
For brands, the key takeaway is that offering protein alone may no longer
suffice. Differentiating between personas, gender, and varied use cases is
essential. Consumers now seek products that serve multiple functions, combining
protein with additional health benefits to meet their wellness goals. This shift
creates an exciting opportunity for innovation in the functional food space.
Below are the top indexing diets, ingredients, and preferences for high-protein
consumers, as identified by Brightfield Group's Wellness Snapshots from Q2 2024:
* Ingredient Purchase: Top indices include L-Carnitine, Creatine, Moringa,
Green Coffee Extract, and Algae or Seaweed, reflecting the ingredients that
resonate most with health-conscious consumers.
* Ingredient Preference: Consumers are prioritizing all-natural, fair trade,
organic, and non-GMO products, underscoring the importance of quality and
ethical sourcing in their purchase decisions.
* Diets: High protein diets lead the way, with strong indices in Mediterranean,
calorie deficit, and plant-based eating patterns, indicating a broad interest
in protein across various dietary lifestyles.
CONCLUSION: THE FUTURE OF PROTEIN IS PERSONA
The evolution of protein products reflects larger trends in health and wellness.
Consumers are no longer satisfied with one-size-fits-all solutions—they want
products tailored to their needs, whether for muscle growth, energy, or improved
gut health. Social media trends like the "30g" movement and the rediscovery of
simple ingredients like cottage cheese highlight the importance of staying
attuned to consumer behavior.
However, as the conversation around protein expands, so too must the offerings
from brands. The future of protein is not just about hitting a daily target—it's
about supporting lifelong health, from muscle maintenance to cognitive function.
Brands that can innovate with new protein sources, functional ingredients, and
personalized wellness solutions will be well-positioned to capture the attention
of today's health-conscious consumers.
Close filter
GET THE LATEST INSIGHTS WITH OUR NEWSLETTER!
Email*
Which industry are you interested in?
Please enter your industry.CPGCBDCannabis
OUR PICKS
* Is Strong the New Skinny? Muscle-Building & Protein-Rich Diets
* The Kava Comeback: Riding the Wave of Consumer Trends with Social Listening
* Guide to Mastering Social Listening for Innovation in CPG
* The Brands that Actually Matter in U.S. Cannabis
* Weight Loss Game Changers: Ozempic & the Future
MOST RECENT
* The Protein Surge: A Deep Dive into the Latest Trends in Protein-Packed
Products
* Biohacking the Menopause Market: Unlocking Opportunities in Women’s Midlife
Wellness
* Psilocybin’s Promise: Navigating the New Frontier of Mental Health Care with
Caution
SOLUTIONS
* Brand Health
* Consumer Insights
* Social Listening
* Distribution Trends
* Market Landscape
* Custom Research
INDUSTRIES
* Wellness CPG
* Beverages
* Food and Snacks
* Supplements
* Alcohol
* Cannabis
* Hemp Derived THC and CBD
ROLE
* Marketing
* Strategy
* Innovation
* Finance & Sales
RESOURCES
* Blog
* Reports & Guides
* In the News
COMPANY
* About Us
* Our Team
* Methodology
* Privacy Policy
* Terms of Service
* Contact Us
© Copyright 2023 Brightfield Group