CATEGORY MANAGEMENT | PROTEIN
The protein push moves through the center store A wider array of products from a plethora of food categories are featuring protein claims
Shoppers in all age groups are desir- ing protein for reasons that range from wanting to support an active lifestyle to protein being part of the GLP-1 regimen, or because eating protein feels like a healthy measure, he said. “Everyone is seeking pro- tein and some persons may not even know why,” Zwanka said. “Like with organic foods, retailers should have protein offer- ings inside every category.” TOO MUCH OF A GOOD THING The spread of protein into new food sectors, however, is complicating merchandising, analysts said. “The ‘protein everywhere’ phenomenon means protein is now being injected into historically low-protein cat- egories like pasta, juice and cereal,” said Akshat Trivedi, managing director of FTI Consulting Inc., a Washington, D.C.-based global advisory firm. “These forces retail - ers to decide whether to group products by customer archetype, such as in a dedicated sports nutrition aisle, or disperse selections throughout the general grocery sections.” Retailers can enhance protein product awareness with in-store signage, which includes messaging in the pharmacy that announces when there is a relocation of selections to the center store, he said. That is important as shoppers “may simply assume a product was discontinued,” Trivedi said. Merchandisers also should ensure there is adequate inventory before launching and promoting new protein-enhanced brands, he said, as out-of-stocks can alienate cus- tomers. “That forces the retailer into costly planogram resets and damages the trust built with consumers,” Trivedi said. Operators should keep a consistent pla- nogram and have brands invest in visual merchandising, including the use of endcap displays, to help drive category interest and unit velocity, he said. Retailers can further boost activity and differentiate their stores from competitors with product demos and samplings, Trivedi said. “It allows consumers to taste expen- sive protein products without the financial risk of a blind purchase.” he said. Despite the expanding presence and popularity of center store protein products, it still is important for merchandisers to educate more shoppers on protein benefits
BY RICHARD MITCHELL
Merchandisers are positioning protein as an attractive lure for cereal shoppers.
PROTEIN-LACED PRODUCTS are becom- ing increasingly ubiquitous throughout the center store. Seeking to meet the interests of health-conscious consumers, merchan- disers are boosting their array of protein selections by moving into newer categories, with savory snacks, pantry staples, bever- ages and indulgent foods becoming more protein prominent, stated NielsenIQ, a New York-based consumer intelligence firm. Shoppers are also prioritizing foods that contribute to satiety and metabolic stabil- ity, NielsenIQ noted. “This expansion aligns with reporting that protein remains a major innovation driver as consumers, and especially those influenced by GLP-1 usage, gravitate toward foods that help them feel fuller longer,” NielsenIQ stated. GLP-1 med- ications can help manage diabetes, treat
heart disease and support weight loss, and complementary diets include the use of proteins, healthy fats, fiber and whole foods while avoiding simple carbs, sugars and excessive saturated fats. Ingredient suppliers are reinforcing the protein movement through formulations that deliver protein without compromising taste or texture, NielsenIQ noted. It includes high clarity shakes and hybrid beverages that combine protein with digestive sup- port, NielsenIQ reported. “We are going into multiple years with protein as a trend and it is a headliner trait on many products, with new sectors coming on every day,” said Russell Zwanka, associate professor of food marketing and director of the food marketing pro- gram at Western Michigan University in Kalamazoo.
26 SUPERMARKETNEWS.COM SPRING 2026
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