Protein is still the most sought after functional ingredient in food and drink for UK consumers

A recent survey by Vypr among 4,000 consumers demonstrates that the quest for health remains a powerful motivator for consumers seeking out foods high in protein, as well as those promoting gut health. No longer just the preserve of young males concerned about muscle mass, the importance of protein is increasingly recognised by those in middle age wanting to guard against weight gain and muscle loss and to promote strong bones.

Protein is seen by 38% of consumers as the most important functional claim, followed closely by 36% for whom it is gut health. 53% of those surveyed claim to be aware that the microbiome influences brain function and emotion.

Protein bars and other snacks are also benefiting from the new High Fat Sugar Salt (HFSS) regulations where less healthy products are unable to be sold in aisles near the checkout or other secondary locations, freeing up space for existing and new to market brands with a healthier ingredient spec where protein scores highly.

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