High-protein bread
High-protein claims have made an interesting journey around the world.

The claim game

The claims that appear on product launches around the world may also give insight into what trends are gaining steam and how consumers are defining healthy. Beyond clean label claims like no artificial ingredients, call-outs such as high-protein, fiber and better-for-you benefits are on the rise in Europe and the U.S.

“We’re seeing from the health side more fiber and whole grains continue to be a message getting out there,” said Kara Nielsen, sales and engagement manager USA, Innova Market Insights.

Packaging will call out specific grains — millet, oats, seeds — to grab consumers’ attention. 

High-protein claims have made an interesting journey around the world, according to Innova’s findings. While Americans’ preoccupation with protein makes it easy to originate the global high-protein trend in the U.S., much of the craze may be traced back to Germany, thanks to the book Slim in Your Sleep by nutritionist Detlef Pape, MD. The diet Dr. Pape developed was intended to minimize insulin production and stabilize blood sugar. The popularity led to the development of high-protein breads, such as Gütersloh, Germany-based Mestemacher’s bread. Earlier this year, the company launched its high-protein products in Spain, Switzerland, Poland, Croatia and Canada. 

Meanwhile, Innova’s tracking of positioning on new product launches shows in the U.S. only 21 product launches in the past year had high-protein claims. Compare that to 172 claims of no additives and no preservatives and 81 claims of high-fiber, and it is clear that the high-protein trend is emerging in the U.S., not originating there. 

“I would say this is beginning to emerge and could be something to watch,” Ms. Nielsen said.