Workouts, sugar and snacking: 10 charts explaining UK attitudes to protein shakes

1. Most people are trying to consume more protein

The booming sales of protein-rich foods and beverages seen in recent years has not yet dampened demand. More than three-quarters (77%) of people surveyed say they are still trying to eat more protein, followed by 60% who want more fiber and 48% who want more probiotics.

Consumers are more aware of how much protein they need, says Jessica Watson, CEO of Glanbia Performance Nutrition. They recognize the multiple benefits of protein, from aiding muscle recovery after exercise and helping people stay active as they age to keeping hunger at bay. This means that the demand for protein-rich products continues to grow.

2. The British say no sugar and fat

No prizes for guessing what most people want to cut. All the bad press about the health consequences of eating too much sugar is rubbing off on people: 74% say they’re trying to eat less. Next, 60% try to reduce fat and 29% carbohydrates.

3. Protein shakes are more than just exercise

Protein is the most demanded nutrient. But its power isn’t just for post-workout recovery. Of course, this is important: 48% of RTD shake buyers drink them to aid post-exercise recovery, making this the top reason for purchase. But 40% also buy them to keep hunger at bay and 38% stock up on them to keep them going when they’re out and about. This makes these the second and third most popular reasons.

It’s great to see consumers understand the satiety benefits of protein, says Watson. RTD protein shakes meet a wide range of health needs. The opportunity lies in helping people achieve their broader lifestyle goals as well as their fitness goals.

4. Northerners are more likely to drink shakes after exercise

Our research also reveals surprising geographic variations in the reasons for drinking RTD protein shakes. In the North of England, Scotland and Northern Ireland, 51% of people buy these products to help recovery after exercise. The figure is only marginally lower in the Midlands and Wales, but in the South, only 36% use RTD shakes for post-exercise recovery.

In contrast, people in the south of England are more likely to drink RTDs to feel fuller for longer. Forty-two percent cite this as their reason, while 40% of Southerners use smoothies as a meal replacement. 31% of people in the Midlands and Wales report using RTDs as meal replacements, compared to just 21% of people in the North.

5. Protein content is as important as taste

A common refrain in soft drinks is that taste is king. Our research shows that this is the case with RTD shakes, but taste shares the throne with protein content. Sixty-two percent of shoppers say protein content is one of the three attributes they value most. The same proportion of people place taste in the top three.

6. Men are more likely to prioritize protein content

Reasons for buying protein shakes vary between men and women. Two-thirds (66%) of men say protein content is important to them, making it the most valued attribute. But that number drops to 59% of women, who are more likely to prioritize taste. Sixty-four percent say taste is important, compared to 61% of men.

7. Protein products are preferred to fruit as a useful post-workout snack

Protein bars and shakes are by far the most popular post-workout snacks among people surveyed. They were asked to select up to three products that they usually choose as a snack when they are in a hurry after exercise. Fifty-two percent would increase protein bars, 50% for protein shakes. Fresh fruit came third with 36% of the vote.

More than 60% of people in the UK are active, whether they go to the gym, play football, do yoga, zumba or whatever, says Watson, citing statistics from Future Fit. What is clear is that active people are becoming more aware of the benefits of protein and want to see more protein-rich products available in stores.

8. Brits want to see more protein products in the shops

Our research suggests that there is indeed a gap in retail. Currently, 53% of people say RTDs are hard to find, and when asked what would make them consume more, a third (33%) say they would if they were kept refrigerated in prominent areas of the store, says Watson. The same proportion say they would buy more if they were more available.

What also stood out to me is that 65% of the people we surveyed said they would buy more protein RTDs if there was a wider range of products and flavors available, adds Watson. This shows that the opportunity also lies in expanding the ranges of RTD proteins to take full advantage of the opportunity.

9. Shoppers like their protein shakes chilled

Most protein shake buyers want their drinks chilled in stores. Sixty-two percent agree that milkshakes should be refrigerated at the point of purchase. This is a finding that gains resonance when you consider that 75% of people tend to buy shakes from RTDs to consume there and then.

10. Most smoothie buyers want immediate satiety

Our final chart lends weight to the argument that stocking more RTD shakes in coolers at the front of stores could offer huge gains for retailers. Three-quarters (75%) of people who buy protein shakes do so to drink there and then. Despite this, more people (45%) buy them as a pre-planned purchase than on impulse (35%).

Eighty-four percent of people say they tend to buy RTDs at supermarkets, while 41% tend to shop at convenience stores, Watson adds. The fact that most people buy RTD protein shakes for immediate consumption, and most think they should be refrigerated, suggests that there is a huge opportunity for these products in the convenience channel.