Analyst Insight by Simone Baroke - Consulting Analyst
Protein, protein everywhere. High protein is usurping high fibre, which makes little sense, at least from a public health point of view. Consumer perception that a high-protein intake is healthy and essential for achieving and maintaining an optimum body weight has been drowning out the message that fibre-rich whole grains have much to offer on multiple health fronts, including weight management. The immediate future belongs to protein-fibre combination products, but in the long term, fibre is destined to regain the upper hand.
Protein pushes grains off the plate
Right now, it seems, all that consumers want is protein, while carbohydrate-rich grains, whole or otherwise, are low down on the list, for the simple reasons that cereals are low in protein, while animal-derived products, such as dairy, eggs, meat and fish, by contrast, offer plenty of this fashionable nutrient. Grain-based foods have just as many calories as protein foods, and in a tussle for plate space, it is grains that are losing out in the current climate. The unfortunate fact that animal-derived foods are devoid of fibre does not seem to concern consumers all that much at the moment.