From the gym to the supermarket: the protein food boom

If you do any sport, you may be used to seeing sports and nutrition content on social media, and you may know that the sport community is obsessed with protein.

That's why you may have been attracted to high-protein products in the supermarket. There is often an initial reluctance to try them because they are associated with something ‘light’ or bland. However, their sales levels are high, and in 2023 alone the sector grew by 17.6% in turnover (UPV) Consumers are looking for healthier and more functional options, so this boom is no coincidence.

What is happening?

The food industry has taken advantage of this transition towards a healthier lifestyle. On the shelves, we can find yoghurts, smoothies, cereal bars and even others that might seem counterproductive, such as chocolates and ice cream. They are becoming more and more prominent, and if you practice any sport, you've probably tried some of them.

But why so much interest in protein?

• Health benefits: They are products that strive to be very healthy, with a good amount of nutrients. This encourages active, wellness-conscious people to increase their consumption.
• Functionality: In addition to being healthy, protein products help us reach our daily protein intake, making it easier to meet nutritional goals.
• Emotional connection: Consuming this type of food generates a positive experience that makes us feel that we are making progress towards our sporting goals.

The role of sensory analysis in this trend.

It's clear that high-protein products have many benefits, but the reality is that if they don't taste good, you won't buy them again. This is where sensory analysis plays a key role.

These foods face challenges such as texture and taste alteration. For example, during production, many companies choose to add milk powder to increase the protein content, which often results in denser textures. Thanks to sensory analysis, we can adjust and refine formulas to overcome these barriers, ensuring that products are not only nutritious, but also compelling.

The future of the protein industry

Elite athletes are not going to stop consuming high-protein products, and the industry is making sure that we ‘mortals’ don't either. By developing sensory-appealing products, they are ensuring that this boom will not go away and that it will continue to grow even more in the years to come.

In a market where functionality must go hand in hand with experience, sensory analysis is the ally to create foods that not only nourish, but also delight and conquer our palates.