Protein, protein, and more protein! The focus on consuming a higher level of protein every day has become a major trend, driven by health-conscious consumers and the rise of fad diets, like the keto and paleo diets, that prioritize the consumption of protein. Mintel reports that protein sales, and especially those of poultry, beef, pork, and meat alternatives, have risen from 2019 to 2021, leaving the category ripe for innovation. The challenge? Consumer preference – Millennials look for diversity and variety in their diets, while Gen Z is looking for new ways to engage in the category. Even with less participation in the category from young adults, the opportunities lie in thinking about the meal as a whole, not just the protein, and also predicting the next flavor that will spark interest in consumers.
Traditionally, proteins are the center of the plate component for most dishes, which means that they can either make or break a meal. According to Mintel, 47% of consumers believe the flavor of the protein inspires the rest of the meal. In turn, more than half of consumers think that the right marinade can make any protein taste good. Now, where do these flavor preferences fall and how can they be utilized in either pre-seasoned/pre-marinated proteins or paired sauces and marinades? Comparing 2021 to the prior year, familiar and traditional flavors still hold a high preference with consumers. Traditional flavors for proteins include, but are not limited to, barbecue, garlic, teriyaki, and honey mustard. In 2021, savory, smoky, and sweet & spicy were the top three flavor families according to consumers surveyed by Mintel.
Although traditional flavors will always be popular, Millennials and Gen Z look for new innovations when it comes to their flavor preference in proteins. Over the course of the pandemic, these generations have driven the trend of exploring and experiencing authentic regional foods, globally and locally, from the comfort of their homes. While these consumers have been exploring a wide variety of global and regional cuisines, one common theme that has emerged from this trend is heat. Flavors like Szechuan pepper, Cajun, and Nashville style honey have been hits with younger consumers. These consumers are also looking for flavor layering and unique flavor combinations, according to Mintel, with sweet & spicy, sweet & savory, and hot & spicy flavor mashups increasing in popularity with younger generations.
While Millennials and Gen Z are always trying to find new flavors, older generations have been more hesitant to step outside of their comfort 
zones. Mintel reports that more than half of these consumers prefer traditional flavors like barbecue, garlic, and teriyaki when it comes to proteins. Additionally, 57% of older generations prefer savory profiles and avoid complex flavor combinations. Although their tastes skew less adventurous, older generations, too, are becoming bored with more-of-the-same. Appeal to older consumers by pairing innovative new flavors with more familiar ones to satisfy their need for something new without pushing them too far out of their comfort zones.
Whether Millennials and Gen Z or older consumers are in your target demographic, the key to innovating in the protein category – and grabbing consumers’ attention – is to experiment with new and exciting flavors. Consumers are craving something new to shake things up and break the monotony of everyday life. According to Mintel’s A Year of Innovation in Meat & Poultry, 36% of consumers show interest in more flavored poultry products, with 43% of Millennials and Gen Z specifically looking for those new flavors. Innovate with trending ingredients that consumers are experimenting with. Flavors like coconut, lemongrass, and turmeric, for example, have been hits with consumers recently. From animal-based to alternative proteins, flavor is key; don’t be afraid to layer flavors or even try something brand new to appeal to consumers.
Looking for craveable & innovative flavors for your protein products? We’ve got you covered! We have all the R&D and trend expertise you need to bring something new and exciting the market. Contact us for more information on how we can help bring your ideas to life!