‘High protein’ and ‘high fibre’ vie for functional supremacy
Insight by Gama Compass™
MANCHESTER – 20th May 2016: Baby drinks, dairy, snacks, dairy & dairy alternative drinks and functional drinks are among the key markets for high protein claims in new food and drink launches over the past two years, according to Gama’s latest study of global food and drinks innovation.
Taking into account products reported on Gama Compass™ since May 2014, Gama’s research also found significant parallels between ‘high protein’ and ‘high fibre’ claims when it came to new product positioning, especially in terms of launches promoted as satiating, energizing, ‘power’-enhancing or generally nutritionally beneficial.
However, despite the evident parallels in the use of ‘high protein’ and ‘high fibre’ claims in new food and drink launches, subtle differences in the distribution of the two claims begin to emerge when they are scrutinized in relation to more specific functional claims or product marketing. So, for instance, while ‘high fibre’ and ‘high protein’ claims both appeared on just over 13% of new launches claiming to be “energizing”, and just over 10% of those promoted as a “snack”, high fibre had the edge when it came to satiety benefits – 7.2% of those launches claiming to be ‘high fibre’ compared to 5.3% that were ‘high protein’ – and also those promoting the benefits of a “(balanced) diet” (10.5% for 'high fibre' v 9.1% for 'high protein').
By contrast, it was protein that led the way in a number of other areas of functionality, particularly when it came to implying ‘fuel’ or ‘strength’: of launches claiming to offer a “boost”, 18.3% were ‘high protein’ compared to 11.5% that were ‘high fibre’, while the respective figures for launches offering “power” were 6.6% and 5.2%, and for those linked with exercise were 6.9% and 5.3%.
Source: Gama Compass™
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