CATEGORY MANAGEMENT | PROTEIN
Many retailers are spotlighting protein shakes and powders in standalone sections.
if they are to further increase activity, Zwanka said. Retail dietitians, for instance, can explain what protein is and pinpoint the proteins that are particularly func- tional, he said. In addition, merchandisers can develop special displays to create awareness and trial of newer protein-enhanced products, such as coffee or bread, Zwanka said. Retailers, however, still should consider the benefits and drawbacks from continu - ally enhancing their protein assortments, said Maeve Webster, president of Menu Matters, an Arlington, Vt.-based food industry consulting firm. “It makes sense to offer some pro- tein products, but many retailers have expanded beyond the current market and will likely start contracting the scope of these options within the next year,” she said. “Many of the new additions are well behind the trend’s most significant growth period. Any retailer or manufacturer
joining now will begin to lose relevance.” Because such categories as snacks, bev- erages, breakfast foods and frozen foods have many products with protein, mer- chandisers seeking to expand selections should weigh less prolific items, including coffee, tea, baking ingredients, condiments, spreads, dips, rice, pasta, flour and sweets, Webster said. A NEWER ARRIVAL More merchandisers, however, are likely to shift their focus to fiber, which offers greater growth opportunities, she said. Fewer Americans are protein deficient while a vast number do not get enough fiber, Webster said. As with protein, the food industry is pushing “fibermaxxing” and consumers will go along because they need help understanding what they need nutrition- ally, she said. “The industry is creating solutions that are desperately needed by
a majority of shoppers, so it is a win-win trend,” Webster said. “Everyone feels the need to join as soon as anything seems ‘hot’ or ‘on trend,’ and to also expand the trend to even the least intuitive products.” The saturation of products with protein also makes it “inevitable that something would fill the ‘beyond protein’ void,” she said. “While protein was a false flag trend and low hanging fruit for the food indus- try to adopt, the true need and solution consumers have is consuming more fiber. Many of these new protein additions are well behind the trend’s most significant growth period.” Yet it still is “vitally important” for retailers to offer selections with protein and other attractive ingredients so they have the products customers want “before they know they want them,” Zwanka said. “Whether it was keto, Atkins, acai or superfoods, customers expect supermar- kets to represent trends,” he said.
28 SUPERMARKETNEWS.COM SPRING 2026
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