Weight-loss drugs fuel protein boom, but with more consumer scrutiny
XLP•GLP-1 users say they will spend 11% more on high-protein foods, while consumers increasingly scrutinize protein claims, ingredients and serving sizes. Nearly 48% of U.S. adults want more protein, up 7 percentage points from last year.
1. Demand meets skepticism
The rise of weight-loss drugs is driving demand for protein-based foods as users seek to counter muscle loss the drugs can cause. Boston Consulting Group said GLP-1 users report spending 11% more on high-protein foods than before starting the drugs. At the same time, shoppers are checking labels and questioning products’ protein content, ingredients and health claims.
2. Scrutiny of serving sizes
Some products advertise protein amounts based on larger serving sizes than their regular versions. Nature Valley, owned by General Mills, advertises 13 grams of protein in a 2/3-cup serving of its protein granola, compared with a 1/4-cup serving for its regular granola. General Mills said the protein version can be eaten as a more complete cereal meal, while the regular product is considered a snack.
3. Brands respond to demand
Circana reported that around 48% of U.S. adults are looking to add protein to their diets, up 7 percentage points from last year. Aldi said it is launching private-label protein pancakes, and Walmart will sell a protein-infused instant coffee product from J.M. Smucker’s Folgers exclusively from November through January. NielsenIQ reported that a third of surveyed respondents believe the food industry is overhyping protein, while another third believe some products have too much.
