Barley protein is becoming increasingly popular in food, beverage and beauty
Trend - Barley is mostly starch and fiber, however, 'spent' barley—which is a by-product of the brewing/fermentation process—is packed with protein. In light of this, companies are appealing to this new ingredient and expanding variety in the market for plant-based protein.
Insight - An increasing number of consumers—especially Millennials and Gen Z—have pivoted or are pivoting to plant-based product consumption. This demand extends across industries and is motivated by individuals' awareness of the growing threat of climate change and the influence of the wellness movement which stipulates that plant-based formulas are healthier. As a result, consumers are prioritizing ethics and cruelty-free processes, which allows them to gain peace of mind and be more fulfilled.
Insight - An increasing number of consumers—especially Millennials and Gen Z—have pivoted or are pivoting to plant-based product consumption. This demand extends across industries and is motivated by individuals' awareness of the growing threat of climate change and the influence of the wellness movement which stipulates that plant-based formulas are healthier. As a result, consumers are prioritizing ethics and cruelty-free processes, which allows them to gain peace of mind and be more fulfilled.
Workshop Question - How can your brand utilize barley protein in your offering?
Trend Themes
1. Barley-based Protein - Companies across diverse industries are using barley-based protein as a sustainable, nutrient-rich alternative to traditional proteins and as a response to consumer demand for plant-based options.
2. Circular Economy - As companies seek to reduce waste and create more sustainable products, the circular economy presents an opportunity for innovation through the use of by-products, such as spent barley in the beer-brewing industry.
3. Functional Beverages - Functional beverages, such as Graasi Barley Water, are becoming increasingly popular as consumers look for drinks that not only provide refreshment and hydration, but also offer added vitamins and minerals to boost health.
Industry Implications
1. Food and Beverage - Companies like EverGrain are partnering with the food and beverage industry to provide nutrient-rich, sustainable plant-based protein options.
2. Beauty and Skincare - With the increasing knowledge about the benefits of barley protein, companies like Bioeffect are using plant-based protein to cultivate ingredients specifically for beauty and skincare.
3. Wellness and Health - Functional beverages, as well as other nutrient-rich products such as 8Greens Daily Greens Lollipops, offer consumers a tasty and convenient way to improve their overall health and wellness.
