In Italy, last year, the turnover of “rich in protein” products grew by 20% and the gmo is adjusting its production to respond to growth in supply and demand. The phenomenon is not limited only to fitness enthusiasts, but also involves those who intend to increase their well-being and perceive these foods as useful for this purpose. There is also a technological factor to take into consideration: in recent years the proposals for ingredients for protein products have increased, such as pea proteinalternative to classic soy.
Federica Bigiogeramarketing manager at Vitavigor Milanese company specializing in bakery products, explains how innovation in this sector is fundamental. “There is significant research and development work within the company. We recently launched a line of protein products based on pea vegetable proteins. Legumes are an incredible source of nutrients and represent an important alternative to animal proteins. In particular, pea ones are an optimal ingredient both from a nutritional and technological point of view: they provide a high protein intake guaranteeing an optimal yield on the product”.
According to an investigation by Euromonitor International The two main reasons for following a high-protein diet are “to improve physical fitness” and “to make me healthier”. Next are “support the immune system”, “improve my appearance”, “manage weight loss” and “does the diet fit my daily lifestyle”, all elements aimed at improving health and personal well-being.
A trend also intercepted by supermarkets, which dedicate special spaces to products with a high protein content both in store and online. Going into the details of the numbers, according to the new data fromImagine GS1 Italy Observatory, sales volumes of protein products in 2023 increased by 5% and turnover grew by 20%. Data that led to a turnover of approximately 2 billion euros. The driving factor of this increase is certainly the supply, which has increased by 11% in 12 months, but also the demand, which in the last year has marked a +8%.
On the other hand, it is a growing global trend that has also brought several international famous people into the business. In fact, more and more stars are investing in companies that offer plant-based and sustainable alternatives. An example? Anne Hathaway has focused on egg proteins obtained without the exploitation of animals but through precision fermentation, while Kate Hudson has launched a brand of supplements with plant protein powder.
A study of Future Market Insights revealed that the global market is already worth 4.1 billion dollars, and is estimated to reach 10 billion by 2032 (+144%). North America holds the largest share of the market (41%), but the Middle East and Africa have great growth potential. In fact, as Euromonitor International reports, several companies collaborate with governments and NGOs to enrich foods with proteins, vitamins and minerals. Objective: to increase the nutritional value of foods and combat malnutrition, particularly in the Middle East and Africa.