Weight Loss, Category Gains - Corbion 2024 - 3

consumers report fewer cravings for sweets,
and half of them are cutting their intake of
fat, sugar, carbohydrates and alcohol.
At the same time, many consumers recognize
the importance of maintaining a high-protein
diet, as this type of medication can spur a loss in
both fat and muscle mass. Well over half - 56%
-- of respondents in Corbion's survey said that
they are increasing their protein consumption as
they look to maintain healthy muscle and also
find themselves craving more savory foods.
WEIGHING NEW OPPORTUNITIES
In this shifting marketplace, meat and poultry
producers have an opportunity to meet
the strong demand for protein products
in line with GLP-1 trends. Developers can
deliver innovative new products and take
a strategic approach to marketing that
emphasizes health and convenience.
For example, on the R&D front, meat and
poultry companies can aim big by going smaller.
According to Corbion's survey, 46% of GLP-1
users buy smaller pack sizes of fresh meat and
41% purchase smaller portions of processed
meats like frankfurters, dinner sausage and
lunchmeats. " By developing products that
cater to interest in scaled-back portion sizes
and packages, protein producers can grow
sales through new avenues for growth,
As in the broader consumer base,
GLP-1 users appreciate convenience.
A third (33%) of respondents in
Corbion's 2024 consumer survey
said they are buying more prepared
foods and side dishes that align
with their new way of eating.
Anchiy/Istock

Weight Loss, Category Gains - Corbion 2024

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