New global research from Kerry has uncovered that most protein consumers are motivated by health and wellness, with 50 percent of respondents associating protein with “healthy diet” and 46 percent with “healthy lifestyle.” The Protein Mindset:Uncovering Consumers’ Perceptions and Preferences of Proteins details how consumers around the world increasingly perceive protein content and quality as fundamental drivers of their food and beverage purchase choices.
The report also found that consumers are willing to pay a premium for protein fortification. 75 percent of global consumers have indicated they would pay a higher price for protein fortified food and beverages. In fact, more than half of global consumers would pay a 10 percent premium, and an additional 15 percent would be willing to pay a 25 percent premium.