This can be attributed to the high proportion of consumers (46%) who say they don’t know anything about protein shakes or haven’t heard of them, making a lack of awareness the single biggest barrier. Taste and product appearance also need to be addressed. Like protein bars, protein shakes suffer from poor taste perception among those who haven’t tried them.
Pair Protein Bars with Functional and Format Benefits
The greater consumer awareness of protein bars, combined with their strong health association make bars an ideal product to help expand protein snacking in Japan. Our research indicates delivering protein bars with the right functional and texture format is a promising strategy.
When choosing a protein bar, the most important attribute, according to Japanese consumers, is “good source of vitamins and minerals” (11%)—tied with “great tasting.” Vitamin and mineral fortification for protein bars is ranked the highest by the healthy lifestyle and active lifestyle consumers (compared to inactive lifestyle and sports performance consumers).