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The high-protein trend is gaining a foothold in Germany, as protein claims on food and drink launches continue their growth path. Even though the share of products carrying high-protein claims is still low in the country, the absolute number of high-protein food and drink introductions has experienced over 80% growth over the past three years, making ‘high in protein’ one of the strongest growing claims in the German food and drink market.
The growth in high-protein food and drink launches provides an opportunity for breakfast cereal manufacturers in Germany. While almost one-quarter of cereal eaters in the country claim to pay attention to high protein content when choosing their breakfast cereals, only one-tenth of cereal products launched in Germany in the past year made a high-protein claim. This suggests the potential for cereal brands to develop more high-protein products.