Clean label, complete, and sustainable: What do consumers know about protein products?

Area of Science:

• Food Science
• Consumer Behavior
• Nutrition

Background:

• Consumer interest in protein-fortified products is growing.
• Understanding consumer perception of 'clean label,' 'complete,' and 'sustainable' is crucial for product development.
• Consumer knowledge regarding protein claims, processing, and novel food technologies is limited.

Purpose of the Study:

• To evaluate consumer perception of key attributes in protein products.
• To investigate consumer knowledge gaps concerning protein ingredients, claims, and processing.
• To identify consumer preferences for ideal protein-fortified product characteristics.

Main Methods:

• Quantitative data collection via two online surveys (n=485, n=505).
• Qualitative data collection through five focus groups (n=32 consumers).
• Utilized diverse survey question types including scaled, multiple-choice, and open-ended questions.

Main Results:

• Consumers seek products that are a 'good source of protein' and 'complete protein' but lack defined understanding of these terms.
• An 'all-natural' product with 'complete protein' and superior taste is the ideal.
• Dairy proteins are favored for taste, while plant proteins are perceived as more sustainable and ethical.

Conclusions:

• Significant consumer education is needed regarding protein terminology, processing, and food technologies like precision fermentation.
• Product development should focus on clear communication of protein benefits and address taste perceptions.
• Aligning product attributes with consumer values (naturalness, taste, sustainability) is key for market success.