Food & Beverage Asia February/March 2022

NEWS 13
Kerry’s The Protein Mindset report finds protein to be a major
driver for consumer health and wellness in Asia-Pacific
New global research from Kerry has
uncovered that most protein consumers in
Asia-Pacific are motivated by health and
wellness, with 52% associating protein
with “healthy diet”, and 48% regarding
protein as “generally healthy”. Asia-Pacific
consumers also see protein as boosting skin
health and beauty, as well as immunity.
"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, with 84% in Asia-Pacific
willing to pay a higher price and more than
half open to paying at least 10% more.
When it comes to purchase considerations
for protein-rich food and beverages, the
research revealed that quality of protein is
the top purchase driver for 60% of Asia-
Pacific consumers, significantly above
the global average, followed by taste. The
amount of protein per serving ranked third
at 55%, also above the global average.
Consumers in Asia-Pacific prefer to
consume their proteins in favourite
breakfast foods and indulgent snacks,
with granola and cereal bars, yoghurt and
breakfast cereals topping the list, while
drinkable yogurt, dairy-based milk and
nutritional beverages are the protein–
preferred beverages in the region.
In terms of types of protein, plants
are accepted by consumers globally
as a source of ethical and sustainable
protein, but its appeal is particularly
high in both Asia and Europe.
Jackie Ng, strategic marketing director
of applied health and nutrition at Kerry
Asia Pacific, Middle East and Africa,
remarked on the findings: “Emerging
plant-based food and beverage products
have grown significantly in consumer
appeal in Asia, where 75% of consumers
regard plant protein as a more sustainable
source, and associate it with better
quality and being more nutritious. Dairy
proteins come second, as it continues
to enjoy high acceptance across all
regions but has a greater degree of
appeal in Asia, with 60% of consumers
saying dairy protein ‘tastes better’, is
‘more nutritious’ and ‘better quality’”.
This timely report highlights the crucial
rise in market acceptance of added protein
in consumption of everyday foods and
beverages, as well as indulgent snacks
and treats. On–pack claims of “better for
you”, “healthy halo” and “clean label” were
identified as crucial to creating proteinbased
foods and beverages that will
resonate with consumers. Also discussed
are the top current opportunities for
innovation in product development, and
the ways in which Kerry can support
food and beverage manufacturers as
they apply this research directly to
their product development efforts.
Soumya Nair, global director of consumer
research and insights at Kerry, commented
on the release of the findings: “Accelerated
by COVID-19 and consumer focus on health
and rising interest in proactive — versus
reactive — nutrition, rapid change has
occurred recently in food and beverage
markets around the world as broader
awareness of the many benefits of protein
increasingly drives purchase decisions
among mainstream consumers. This
extensive Kerry research puts protein
foods and beverages squarely under a
microscope to understand where the
opportunities lie for brands to innovate.”
In preparing this report, Kerry surveyed over
6,300 consumers across 12 countries within
North America, Europe, Latin America, and
the Asia-Pacific region. Those who qualified
for the research study included health and
wellness-conscious consumers, and those
who prioritise products with added protein
when making food and beverage purchase
decisions. The study explored the appeal of
23 different sources of protein and the
relevance of protein fortification across
30 different foods and beverages.
Country–specific findings with more
detailed targeted analyses are available
to Kerry customers upon request.
Nair concluded: “There is little doubt the
protein revolution in food and beverages
offers exciting and dynamic opportunities
for all product developers. This timely report
provides a range of insights to consider
incorporating within their short- and
long-term product planning and
development processes.”
Kerry’s “The Protein Mindset: Uncovering
Consumers’ Perceptions and Preferences
of Proteins” report is available for download. ■
FOOD & BEVERAGE ASIA FEBRUARY / MARCH 2022