Embracing New Flavor Possibilities for Proteins

In 2023, when we talk about protein trends, we have to also talk about inflation. Consumers have been cutting back on their meat and seafood consumption to save money. When they are buying proteins, they’re turning to cheaper options, passing up premium options that were increasingly in demand less than two years ago. What brands are grappling with now is how to make cheaper protein options more appealing to consumers. Here are our takes on how to shake things up with protein products in ways that will get budget-conscious consumers excited.

Flavor Exploration in the Face of Inflation

According to Mintel, almost 40% of Millennial and Gen Z consumers report purchasing cheaper proteins amidst the current economic climate. These consumers are also more likely than older consumers to cut back on their protein consumption, meaning that in order to appeal to these consumers, brands need to find ways to stand out and make the most affordable options seem worth purchasing rather than skipping protein altogether.

It’s no secret that younger consumers are obsessed with global cuisines. When we get asked how to appeal to these consumers, our answer typically involves incorporating exciting, exotic international inspired flavors into new products. The protein category is no exception. Given that inflation also means that travel and eating at restaurants are going to be slowing down for the foreseeable future, consumers are going to be turning to retail brands to give them an outlet for exploration when other options aren’t feasible.

There is a major opportunity here for protein brands to step outside of what is typical and expected for this category and innovate with flavors from around the world to deliver products that younger and budget-conscious consumers can get excited about. Rather than stick with “safer” options like teriyaki, consider getting inspired by the flavors of Thai, African, Korean, and Vietnamese cuisine.

Consumers will appreciate the opportunity to explore from the comfort of home, while also getting the satisfaction of cooking up a pre-seasoned or pre-marinated that will save them time, energy, and money. Better yet, these consumers have a tendency of rewarding brands that make them feel seen, so offering affordable but exotic flavored meat products is a great way for brands to demonstrate that they acknowledge the challenges that consumers are facing.

Beyond global flavors, brands may also consider innovating with unexpected flavor combinations, like sweet heat, sophisticated ingredients, and nostalgic, comfort food inspired flavors to embrace more of the latest trends.

Emphasize Health & Wellness

Another casualty of inflation? Plant-based proteins have been slowing down for the first time in years, most likely due to consumers’ unwillingness or inability to pay for them, as they typically cost more than the average traditional meat product. One of the primary reasons that consumers had gravitated towards plant-based proteins and meat substitutes was because of their focus on improving their health and well-being.

Protein brands can capitalize on this by emphasizing the health benefits associated with their products, as well as focusing on innovating with seafood and lean meats. Brands should consider incorporating functional ingredients, like trendy herbs, garlic, and botanicals into their seasoned and marinated products to not only give these products a flavor boost, but to also give consumers a more affordable alternative to plant-based products while still supporting their health and wellness goals.

Ready to innovate with your protein products? Contact us today to see how Fuchs can help you make something special.