U.S. Craving For Protein Drives Growth In New Product Launches

Market researcher Mintel reports that the U.S. had three times as many new high-protein food and drink products in 2012 than any other country.  American consumers have turned to high protein products to achieve a balanced diet, satiety, muscle building and weight loss. High protein product introductions in the U.S. accounted for 19 percent of the global protein product launches in 2012, followed by India with nine percent and the U.K. with seven percent. High-protein foods span a wide array of categories beyond naturally protein rich foods. Snacks dominate the category, accounting for 20 percent of the high protein food and drink launches in the U.S. in 2012.