Changing preferences of mainstream consumers in the US and Western Europe, often in the millennial age group, are creating new business opportunities for food and beverage brands. But they do not necessarily fall within traditionally defined market segments.
Consumer research consistently points to on-the-go convenience, the continued importance of taste, and preference for healthy and natural products. The industry’s default response to these trends is to develop products with free-from claims and ‘natural’ credentials.
Is it missing an opportunity to step outside the confines of conventional market segmentation and come up with something more original, exciting and relevant? Something that meets today’s consumer trends and combines purity and health with functional benefits from whey protein isolate.