UK | Gen Z and its associated TikTok and Instagram social media influencers have created a significant craze for dairy products with extra protein added to them.
According to Kantar data (November 2023), in the last year, demand for yoghurts and other dairy foods with added protein, such as puddings and drinks, has soared by a third (34 percent) at Tesco in a UK market now worth £204m annually.
The trend has been so pronounced that Tesco recently created a unique ‘High in Protein’ fixture in its dairy aisle specifically for yoghurt-related products.
“Younger consumers are driving the trend, and if you look on social media sites like TikTok and Instagram, there’s a major trend for influencers posting videos of their culinary protein-packed creations and talking about these foods that offer specific nutritional benefits,” said Tesco Buying Manager for Yoghurts, Hollie Bulmer.
“And that trend is encouraging the growing interest in protein yoghurts and dairy in general and influencing retailers like ourselves to stock more of these products.”
The Gym Kitchen is one of the UK’s fastest-growing food producers. It focuses on creating macro-counted, high-protein meals. After launching in Tesco a year ago, it has become a household name for its ready meals, dairy, snacking, and dessert food creations.
One of the cornerstones of its business is protein-added yoghurts, which it says are helping attract new consumers who will then look at other products in its range.
“Our audience is 18 to 44 - they are more conscious now about what they eat. This revolution is now a lifestyle for them,” said The Gym Kitchen founder Segun Akinwoleola.
“That is the main reason added protein has become such a major factor in food: it helps build muscle. And the older you get, the more you need to do that. Yoghurt in its natural state is already high in protein, but what we’ve decided to do is bring in funky flavours and packaging designs to make these appeal to younger consumers.”
Credit: Mike Baess, Food writer / Tesco
