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Protein Power: Adding Muscle to Sales and Riding the Global Health Trend Wave

– Nielsen data shows manufacturers are missing out on over $50M in revenue by not stating protein content on their packaging
– Sales of products that do list protein content have leapt 22.3%, compared to 2% in total grocery growth

Sydney: 24 July, 2018 – Through Nielsen’s collaboration with The George Institute, Nielsen research finds that manufacturers are losing over $50M in potential sales by not listing protein content on food and drink packaging, thus missing out on the protein trend sweeping the world.

In Australia, sales of items that list protein content have leapt by 22% compared to 2% in total grocery growth, with the fastest growth in dairy and chilled meals. This trend was even higher in America which saw a 157% increase in sales of produce that listed protein content in just one year.

This increase in demand presents an opportunity for manufacturers to promote their products’ protein content to boost sales growth.

New products in the meat alternative, peanut butter and ice cream categories are addressing consumers’ protein desires head on, which has prompted incremental category growth of between 16-54%. Other categories, such as nutritious snacks that have protein claims on packaging saw 6% growth in the past year, while products that qualify for high protein claim, but failed to list protein content on packaging grew just 3%.

Nielsen’s Head of Retail, Alfredo Costa said: “We are confident that the demand for protein will continue into the future, and, as Australian shoppers continue to seek out products which satisfy their health and wellness needs, products with clear protein claims will remain sought after on Australians’ grocery lists.

“Manufacturers need to meet their consumers’ needs and desires with clearly labelled information on packs if they want to have a winning edge with product innovation and drive sales.”

Protein-savvy shoppers are not limited to health-obsessed millennials. Nielsen data shows people who claim protein as a “must have” or “good to have” in their grocery purchases are more likely to be families with children aged 6-18 or senior couples.

Targeting the right audience is key for brands to achieve protein growth as different demographics consume protein for different reasons and at different times. For example, young families will buy protein products to compensate for not eating animal products, while dairy is the top category for high protein items chosen by senior couples for health reasons.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Harriet Hall

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