{"id":1584778,"date":"2024-04-02T01:00:39","date_gmt":"2024-04-02T01:00:39","guid":{"rendered":"https:\/\/www.greenqueen.com.hk\/?p=71858"},"modified":"2024-04-02T01:00:39","modified_gmt":"2024-04-02T01:00:39","slug":"56-of-americans-open-to-trying-novel-protein-ingredients-with-some-willing-to-pay-four-times-more-for-them","status":"publish","type":"post","link":"https:\/\/radiofree.asia\/2024\/04\/02\/56-of-americans-open-to-trying-novel-protein-ingredients-with-some-willing-to-pay-four-times-more-for-them\/","title":{"rendered":"56% of Americans Open to Trying Novel Protein Ingredients, With Some Willing to Pay Four Times More for Them"},"content":{"rendered":"
<\/span> 6<\/span> Mins Read<\/span><\/span><\/p>\n Lately, a lot of the messaging from plant-based brands has been centred around health. Impossible Foods<\/a> and Beyond Meat<\/a> \u2013 two of the industry’s giants \u2013\u00a0have rejigged their marketing strategies to focus on nutrition, just as Unilever is hoping to capitalise<\/a> on the Ozempic boom by doubling down on gut health with its vegan portfolio.<\/p>\n These companies are playing to consumers’ demands, with one poll<\/a>\u00a0from last year suggesting that health is the main factor behind Americans eating meatless diets, after six in 10 cited it. In a post-pandemic world, nutrition is top of mind of consumers, and this can be evidenced in a new survey<\/a> by McKinsey, which gauged 1,517 Americans’ opinions on novel proteins.<\/p>\n The poll found that a majority of Americans are open to trying new ingredients and over half are willing to pay more for them. But the way they respond to labels, and the products they really are happy to shell out more for, exhibit the importance of health in their food purchasing decisions.<\/p>\n McKinsey identified 12 novel protein categories and classed them into three groups for the survey. Animal-free bioidentical products comprised precision-fermented dairy proteins, collagen and eggs; biomass proteins consisted of prebiotic, cultured, postbiotic, fermented, microbial and gas-fed ingredients, and fungal proteins included nutritional fungi protein, mycelium protein and mycoprotein.<\/p>\n The research also looked into plant-based ingredients like almond, oat, chickpea, soy, pea and barley proteins, but they were not the main focus, as they’re already established in the market<\/p>\nAmericans are willing to try novel proteins \u2013\u00a0including those that are plant-based, fermented or fungi-derived \u2013\u00a0with more than half happy to pay more for them than animal proteins, according to a new survey, which shines light on the importance of health in the US.<\/h2>\n
Over half of consumers willing to try novel proteins<\/h2>\n