Revealed: How protein boom is transforming snacks and cereal aisle

By Vince Bamford

- Last updated on GMT

Protein boom is bringing new products to retailers' shelves. Photo: iStock - Kwangmoozaa
Protein boom is bringing new products to retailers' shelves. Photo: iStock - Kwangmoozaa

Related tags Breakfast Breakfast cereal Porridge Weetabix

Analysis of UK supermarket listings has revealed how the protein boom is changing the mix of cereals and snacks on retailers' shelves.

Research conducted by retail analysis company Brand View on behalf of BakeryandSnacks shows that almost 90% of ready-to-eat cereal products with ‘protein’ in the name were new listings in the past 12 months.

In the study, Brand View identified products available on June 6, 2016 in retailers Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose that contained the word ‘protein’ in either the product description or product name. They then analysed which of those products had been new listings in the period June 8 2015 to June 6 2016.

Brand View pointed out that its findings do not necessarily mean the number of products with the word ‘protein’ in the name or description has risen, as delisted products have not been identified

Products with ‘protein’ in the name

Brand View found 43 products with ‘protein’ in the name in the ready to eat cereal category (which also includes breakfast drinks), with 38 of those new listings. Among the new products were 23 from Weetabix – a mix of its On The Go breakfast drinks and the Weetabix Protein breakfast cereal rolled out this January​.

In the hot cereals category, 80% with ‘protein’ in the name were new listings, while 50% of cereal bars and snacks were new listings.

Products with ‘protein’ in description

Brand View also analysed foods that had the word ‘protein’ in the product description and found that, of the 1,972 ambient food products identified as such, 36.6% were newly listed in the past year.

In the cereal bars category, 47.2% of products with ‘protein’ in the description were new listings, with brands including Kellogg’s, Perkier and Trek Bar contributing to the increase.

This figure dropped to 40.4% in the ready-to eat-cereal category, with new listings from the Weetabix drinks and cereals, as well as granolas from Alpen.

Porridge products from Fuel10K, Moma and Oomf contributed to the 37.9% of hot cereal products that were new listings.

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1 comment


Posted by Alex,

Do you have the link to the research article you mention? Thanks.

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