UK | Tesco has linked the recent high demand for protein-rich dairy foods to generational social media influences and younger consumers.
Gen Z and its associated TikTok and Instagram social media influencers have created a major craze for dairy products with extra protein added to them.
In the last year, demand for yoghurts and other dairy food with added protein, such as puddings and drinks, has soared by a third (34 percent) at Tesco in a UK market now worth GBP £204m annually, according to Kantar data (Nov 2023).
So pronounced is the trend that Tesco has recently created a special ‘High in Protein’ fixture in its dairy aisle specifically for yoghurt related products.
Tesco Buying Manager for Yoghurts, Hollie Bulmer said The trend had been driven by younger consumers.
“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 Bulmer.
“That trend is encouraging the new growing interest in yoghurts and dairy in general as well as influencing retailers like ourselves to stock more of these products.”
The Gym Kitchen is one of the UK’s fastest-growing food producers that has focused 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 are protein-added yoghurts which it said has helped bring in new consumers to look at other products in its range.
“Our audience is 18–44 - 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 why added protein has become such a major factor in food because that’s what helps build muscle. And the older you get, the more protein 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.”
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