New research report
The Protein Halo
Are shoppers buying the nutrient, or the idea of it?
Protein is the hottest claim on the snack shelf. We ran 150 AI-moderated video interviews in shoppers’ own kitchens to find out what the claim really does, and what brands should do about it.
What we found
72% say protein makes their chosen product healthier, unprompted.
28% say a high-protein product can still be junk.
6% vs. 39% would buy without the protein: shoppers who know the grams vs. those who misjudge them.
55% vs. 41%: taste beats protein as a reason to buy again.
Inside the report
The three bands of protein shoppers, from “just the nutrient” to “the idea of it”
Why protein’s real job in the kitchen is fullness, not muscle
Owned vs. rented halos, and why knowing the grams decides whether a claim lasts
Four questions every protein brand should ask, and what to do about each
How we did it
Earlier studies used fictional products or surveys. We asked about a protein product each shopper chose, paid for and keeps at home. Then they photographed the label and read it aloud.
Who it’s for
Brand and innovation leads launching or relaunching a protein line
Packaging, claims and R&D teams deciding how to call out the grams
Consumer insights leads finding out which protein shoppers they have
