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Why Protein?

Protein is a macro-nutrient that is growing in appeal and demand. Today, consumers of all ages increasingly recognize its benefits from muscle health to weight, appetite and energy management.  And consumers are actively seeking protein in the foods and drinks they buy.1

Protein Is In Demand Because It Is Healthy

  • 91% Say yes to wanting healthy protein in their diet3
  • In fact, 63 percent of surveyed shoppers say they look for protein content when choosing foods and beverages2
  • 72 percent of consumers indicate that the protein content of foods and beverages is either somewhat or very important.2

Consumers Recognize Protein’s Powerful Benefits

  • 87% Know protein builds muscle3
  • 76% Like protein to help with recovery from exercise3
  • 72% Recognize protein helps them feel full and supports satiety3
  • 63% Enjoy protein for weight loss management3

Women & Milliennials Are Protein Focused

  • 63% of consumers consider protein content when making decisions regarding food and drink purchases2
  • Women and well-educated consumers index higher5
  • 55% of millennials (ages 18-29) are focused on increasing protein intake4

Consumers Speak:
3 Extremely Important Times To Consume Protein

Consumers believe there are 3 important times to consume protein:

  • Mid-Morning – 74% of consumers say yes4
  • Mid-Afternoon – 76% of consumers say yes4
  • Late Evening – 82% of consumes say yes4

Whereas, for:

  • Early Morning – 39% of consumers say yes4
  • Afternoon – 48% of consumers say yes4
  • Evening – 38% of consumes say yes4

What Consumers Do Not Know YET

Consumers don’t yet know how important protein intake is upon waking first thing in the morning to break one’s fast.

WHY BUBBLES?

People want bubbles. But they want healthy bubbles.

–Marco Settembri, chief executive of Nestle Waters

Happiness One Sip At A Time

Researchers at UC San Diego have finally figured out why carbonated drinks have had such a compelling appeal for well over a century. Carbonation stimulates the receptors in the mouth which then transmits sensory information to the brain, where it’s perceived as sensations such as taste, touch, sweet, sour, bitter, pain or pleasure.6

The researchers discovered that it all boils down to an enzyme at protein receptors located at the taste buds on the tongue. This enzyme interacts with the carbon dioxide in all carbonated soft drinks.6

Carbonation Trips The Happy Triggers In Your Brain

Then the carbonated drink sensory cascade triggers brain activity, where carbonation is perceived and felt as a pleasurable familiar sensation.6

And of course, we as humans, easily get hooked on pleasure.

WHY SPARKLING PROTEIN?

Consumers still like bubbles, they want carbonation, but they want it in a healthier product.

–Gary Hemphill, the managing director of research for Beverage Marketing Corp., an industry consulting firm

  • Sparkling protein puts fun and fizz into protein drinks and are NEW news
  • They are on-trend and aligned with the healthiest, functional, low-calorie consumer wants
  • They put the latest protein science to work
  • Sparkling protein drinks can slot seamlessly into and across any of the CSD, seltzer, sparkling water or juice, beer, lager or cider brands of today or tomorrow, providing significant PR leverage for your company in the beverage space

1. DUPONT NUTRITION & HEALTH – Protein-fortified food & beverage market opportunities
2. Brooklyn, N.Y. – based Virginia Dare’s Consumer Protein Survey
3. International Food Information Council Foundation, Food & Health Survey
4. “An In-Depth Look at Consumer Views on Protein & Carbohydrates,” Health Focus International
5. IFIC, Food & Health Survey
6. http://ucsdnews.ucsd.edu/newsrel/science/10-09CarbonationTaste.asp

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