Brightfield Group Q2 Report: Strong is The New Skinny
This is the first post of our exclusive food and beverage industry data series crafted just for our BevNET & Nosh Insiders! This report is in partnership with Brightfield Group, a renowned name in industry data and insights.
Please note that below is a shortened version of the report. View the full version here.
Strong is the New Skinny: The Protein Power Play
A consistent one-third of consumers actively seek high-protein claims on products. While “high-protein” diets were historically more popular with men, growth in this area is increasingly driven by women, likely due to the viral “30g” protein trend on social media.
The 30g Protein Trend: A Social Media Sensation
In late 2023, the “30g” trend surged, causing protein conversations to sky rocket. The hashtag #highprotein grew by 9% since late 2022. Women initially led this movement, starting with Gen X and Millennials, but now Gen Z women are fueling further growth.
Cottage Cheese Comeback: Leading the Protein Movement One Curd at a Time
Brightfield Group began tracking cottage cheese purchases in our consumer survey last summer when the trend was gaining momentum in our social listening tracker. Social volume is still increasing, but purchasing has shifted from Trendy Enthusiasts and Wellness Seekers (who are usually the first to adopt a trend) to our more mainstream group, Better Way Believers. Social listening conversations show how cottage cheese has become the “it” ingredient to help boost protein in various recipes, from pancakes to egg bites, and even cookie dough.
Back To Basics: Eggs Conversations Skyrocket
Eggs are having a moment on social media, and it’s not just about breakfast anymore! Consumers are getting incredibly creative, finding new and interesting ways to incorporate eggs into their diets. Our social listening data shows that conversations about eggs have skyrocketed in recent months. Reasons for this could be related to rising grocery costs and more consumers recognizing that eggs are a lower-cost source of protein compared to most animal protein source counterparts.
One example is the viral sensation of cloud bread. This light-as-air creation, made primarily of eggs and cream cheese, has taken TikTok by storm. It’s a testament to the versatility of eggs and their ability to transform into both savory and sweet treats.
As consumers continue to experiment with eggs, we can expect to see even more innovative recipes and uses popping up on social media.This trend is not just about novelty; it reflects a growing awareness of the nutritional value and culinary potential of this humble ingredient.
About Brightfield Group
Brightfield Group’s AI-driven consumer insights and social listening help marketing and innovation teams see the person behind the trend. Informed by predictive AI integrated with survey and social media data, Brightfield Group provides the answers innovators need to make decisions confidently.
