Carbohydrates Make Way For Protein-Rich Foods But Not All Carbs Restricted
26 Feb 2015 --- In a recent HealthFocus study, 73% of the 1,009 respondents claimed they limit carbohydrates in some way. However, how a consumer defines carbohydrates plays a role. There is a clear distinction between good and bad carbohydrates and even among shoppers who say they are actively cutting carbohydrates; not all food and beverage categories are being restricted. So when people say “low carb” some may not mean low carb across the board.
The 'In Depth Look at Consumer Views on Protein and Carbohydrates' study gives insight into how to overcome the negative associations with carbohydrates and how to highlight the positives by understanding why consumers are avoiding certain types of carbohydrates, the benefits consumers associate with carbohydrates and which food and beverage categories are considered to be sources of carbohydrates.
For example, most consumers cut out the white carbs like cookies, white bread and rice, Barbara Katz, President of HealthFocus International, told FoodIngredientsFirst. "Very few cut out vegetables, nuts, legumes, quinoa, etc. If there's a "healthier" version (i.e. whole grain bread), fewer will cut that than the less healthy version (white bread).
"Manufacturers get the consumer's interest by showing the positive, providing the benefit that people want from an ingredient. Anyway, mostly the terms used cause the issue. I compare it to 'processed food'. Is processed food bad if you ask the consumer? Why yes...it's evil. Is milk bad? Why no, it's very healthy!" Katz continued. "To the consumer processing means putting stuff in there that doesn't belong for a purpose. It's the same for "carbs". Carbs refer to high sugar, low nutrition things that they know they should eat in moderation. It doesn't refer to fruit, vegetables, nuts, grains, etc. Carbohydrate sources aren't necessarily unhealthy. Carbs are. It's kind of crazy but it's just wordplay. The other thing carbohydrates are battling are the confusion around gluten. So almost 40% of the people in our study say they are avoiding gluten to some degree OR would like to know more about it. So there’s confusion out there."
This study also explores the growing interest in protein. While the two trends are happening simultaneously, one did not cause the other. To most consumers, protein has little downside and they seem to believe protein can do it all. This study highlights the vast opportunities for protein, even looking at specific opportunities at the category level by determining which foods and beverages have a connection with protein in the minds of consumers and where the protein connections are not yet widely known, such as with certain grains.
"Protein is really a good guy and its strong association is with benefits that more people care about. More people associated protein with energy in our ingredient study than any other benefit, which was a shock," said Katz. "There were associations to other things people care about too like weight management but energy was associated by more people. The strongest association for fiber is regularity and digestive health. Given the choice between being more energetic and being more regular, I know what I'd choose."
The Innova Top Ten Trends for 2015 report, published in December, highlighted protein as a key trend for this year. Consumers are looking for a foodstuff that not only increases workout potential, but also increases satiety and protein fits the bill. The report talks about the latest trend for pea protein and the fact that a decline in carbohydrate-based foods is compensated for by an increase in protein-rich alternatives.
The study dives into current related topics such as Paleo and gluten free diets, looks at how protein and carbohydrate intake changes both before and after certain types of exercise and uncovers key distinctions in attitudes among different age groups.
When asked about whether food manufacturers can bring carbs and protein together as a health combination, Katz said: "Of course. I think there’s a lot of opportunities for different nuts and grains that have protein which consumers may not think of as a source. Most people still think of meat and dairy first. So there’s an opportunity there to play into the growth of meatless as an area of interest as well as providing new options."
By Kelly Worgan
