Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cruelty-Free
Protein
Health-focused consumers get protein without guilt from plant-based products.
3.6
Trend score
Trend
What is the Cruelty-Free Protein trend?
Cruelty-Free Protein: As consumers become better informed about where their food comes from and the impact of their food choices, many are turning to plant-based alternatives to animal products. This is extending across categories, including the health and wellness industry, where consumers are seeking cruelty-free sources of protein. Allowing health-minded individuals to satisfy both their nutritional needs and their desire to avoid animal products, this approach to health supplements offers shoppers the best of both worlds.
Trend themes
Themes within the Cruelty-Free Protein trend
Three behaviours holding the trend together01
Plant-Based Protein
Consumers are seeking cruelty-free sources of protein in the health and wellness industry.
02
Protein Enriched Beverages
Athletes and fitness enthusiasts can up their protein intake, without consuming unhealthy ingredients in the process.
03
Gluten-Free Protein Substitutes
Health-conscious consumers who are seeking out flavorful substitutes are turning to simple, all-natural one-ingredient replacements.
Industry implications
What the Cruelty-Free Protein trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Innovation in the food and beverage industry is providing health-minded individuals with cruelty-free sources of protein.
For
Fitness
Athletes and fitness enthusiasts have access to protein-enriched beverages which support muscle growth and recovery.
For
Health & Wellness
Consumers are searching for gluten-free protein-rich foods to support healthy lifestyles.
Workshop question
How can your brand take clues from culinary shifts in plant-based ingredients to become more environmentally responsible?
Trend signals
Trend signals for Cruelty-Free Protein
Trend score 3.6 out of 10, from popularity 53%, activity 48%, freshness 8%.
Popularity53%
Activity48%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Cruelty-Free Protein trend
6 featured examples from Nov 22, 2014 to Jul 5, 2017CategoryLifestyle
Protein Water Beverages
For Goodness Shake's Water is Packed with 20 Grams of Protein
The fitness and health industry can harness the opportunity to market protein water beverages to a broader range of consumers.
CategoryLifestyle
Plant-Based Protein Drinks
The Botain Protein Drink is a Delicious Vegetarian Alternative
The food and beverage industry can continue to innovate and expand its plant-based options to meet the growing demand for vegetarian and sustainable products.
CategoryLifestyle
Protein-Enriched Waters
The 'ON Protein Water' Range Supports Muscle Growth and Recovery
Disruptive innovation opportunity: Develop innovative sports nutrition products that cater to the specific needs of athletes and fitness enthusiasts.
CategoryLifestyle
Plant-Based Protein Supplements
These Spirulina Granules are an Easy Way to Up Your Protein Intake
Companies in the supplements and nutrition industry can leverage the trend of plant-based protein supplements to create new products and expand their customer bases.
CategoryLifestyle
Yoga Protein Powders
Zen-tein is a Healthy Protein Powder Designed to Fit a Yogic Diet
The health and wellness industry can benefit from the rise of plant-based protein powders and superfood-infused protein powders that cater to specific dietary needs.
CategoryLifestyle
Protein-Rich Chickpea Crumbs
Watusee Foods' Gluten-Free Breadcrumbs are an Alternative to Panko
Companies in the food and beverage industry have the opportunity to create new and innovative products that cater to the growing demand for healthier, gluten-free options.
