Katya Witham
Katya Witham is Senior Food & Drink Analyst, identifying and exploring the major trends across various FMCG categories, giving invaluable insights into global markets.
August 16th, 2018

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.

Source: Mintel; 1,000 internet users aged 16+

Untapped potential for breakfast cereals to address protein needs of older adults

While the natural audience for ‘high in protein’ claims is younger, sporty adults, there is growing evidence that older adults are the population group most at risk of protein deficiency. A number of social, psychological, and physical factors make elderly people most vulnerable to protein-deficient diets. Therefore, protein-rich food products such as porridge, oatmeal, and other breakfast cereals that are nutrient-dense as well as being easy to prepare and eat should prove attractive to everyone, from Gen Z to seniors.

The health-related concerns of older consumers are driving a greater interest in higher protein content in breakfast cereals. Incorporating functional claims, such as immune and bone health support, as part of a high-protein positioning targeted at older adults could give cereal brands a meaningful competitive edge.

What Mintel thinks

The growth of interest in high-protein food and drink provides an opportunity for breakfast cereal manufacturers operating in Germany. In particular, there is potential to target older consumers with high-protein cereal products by highlighting the benefits of a high-protein diet and also offering additional health benefits relevant to this age group.