Despite sugar concerns, 24% of UK consumers think protein bars are healthier than confectionery

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 09, 2019, 2:41 AM UTC

Young consumers prefer natural sources of protein instead of bars and shakes.

This article cites a research explaining UK attitudes towards protein. 54% of consumers between ages 25 and 34 consume protein bars at least once a week. Three quarters of women never purchase protein shakes, as against 58% of male respondents.

Morning is the most common time to consume protein products. Mike Simons, head of category at Grenade says that protein products are a “convenient replacement for breakfast.” About one third of consumers aged between 18 to 24 years favour natural protein sources, compared to 12% of those aged between 45 to 54 years.

A fifth of respondents were very worried about the sugar content in protein products. Despite the concern, 31% of men and 16% of women agreed they were healthier than chocolate.

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