Grocery Business - March 2018

he pantry is becoming a stocking ground for protein-rich products. And that holds potential for center store, thanks to the myriad protein-enhanced staples retailers can market to today’s protein-focused shoppers.

“We’re witnessing a protein revolution, with 32%
of consumers specifically looking for protein on food
labels,” says Dave Melbourne, Bumble Bee Seafoods’ SVP
of consumer marketing and corporate social responsibil-
ity. “And we’ve seen healthy, protein-based snack options
increase more than 40% since 2009 as consumers con-
tinue to look for nutritious, affordable solutions to fill their
pantries and fuel their busy lifestyles.”
What’s driving consumers’ penchant for protein-rich
products? In a word: health.

“Protein is top of mind when consumers think about a healthy diet,” says Karen Buch, founder of Nutrition Connections LLC, who has worked extensively with retail dietitians. Sixty-four percent of Americans actively seek to consume more protein, Buch says.

The fact that protein benefits all age groups helps drive
sales, says Shari Steinbach, president of Shari Steinbach
& Associates, who works with food companies, health
professionals and consumers in retail settings. “Children
need adequate protein for building a healthy brain and
body,” says Steinbach, who served as a dietitian for two
major Midwest food retailers for more than two decades.
“Successful weight management has been associated
with a high-protein diet … and athletes and older individ-
uals are looking for ways to maintain and build muscle.”
Whey protein also helps curb appetite and aids in mus-
cle recovery and building energy, says Andy Horrow,
president of protein drink manufacturer Protein2o. “This
appeals to fitness and workout enthusiasts, but it also has
great appeal to weight-conscious and weight loss popula-
tions,” Horrow says. “Protein has become the foundation
of healthy.”
Another consideration: “Protein leads to satiety,” says
Linda Zink, SVP of innovation at Atkins Nutritionals Inc.
“Consumers are realizing they need that optimal protein
to feel full longer and have more consistent energy.”

Labels Matter

High protein content is definitely a plus, but it won’t boost a product’s sales potential unless it is touted where consumers can see it—which is especially true for younger shoppers.

“The first thing millennials do when they pick up a
packaged food is flip it over and look at the nutrition
panel,” says Peter Burns, president and CEO of One
Brands, maker of One Bars. “They are no longer choosing
foods based on taste alone but based on the functionality
it provides their bodies.”
“We believe consumers are smarter, and label reading
is now expected with progressive consumers looking to
understand what they are putting into their bodies,” says
Jennifer Bacon, co-founder and chief brand officer of
FlapJacked, maker of Protein Pancake & Baking Mixes,
Protein Cookie & Baking Mixes and Mighty Muffins.

Promoting Protein in Center Store

“It’s widely known that the center store has been an
increasingly challenging space for packaged brands to
gain traction as the emphasis on fresh foods continues to
grow on the perimeter.”
That statement from Ryan Therriault—VP of market-
ing and innovation at Amazing Grass, maker of protein
shakes, bars and powders—describes the hurdle retailers