Savory Protein Snacking Trends in Asia

Highlights

• The desire for a healthier lifestyle is driving growth in protein snacking in Asia.
• At-home, relaxing, and unwinding occasions are emerging as new uses for savory protein snacks.
• Taste and texture are the priority for consumers, even in protein snacks.
• Protein chips/crisps/puffs are preferred in China and Japan, and protein crackers in S. Korea.

Better-for-You Snack Trend Driving Growth in Protein Snacking

The incidence of snacking is growing in Asia, with many consumers turning to better-for-you snacks as a simple way to make healthier food choices. The desire for a healthier lifestyle is the primary reason driving Asian consumers to choose better-for you snacks.¹

Due to the health halo around protein, protein snacks are beginning to play a major role in the healthy snack market. In the past year, 20% of Asian consumers have increased their intake of protein bars, and 18% are consuming more protein-enhanced snacks, with the younger age groups (ages 20-45) leading the growth in protein-enhanced snack consumption.²

While protein bars are most often consumed after a workout (though usage occasions are expanding),³ protein-enhanced snacks (such as protein chips) are ideal for relax and unwind occasions. The use of savory protein snacks during recreation at home is a new space for protein snacking and one filled with opportunity for snack manufacturers.

At-Home Savory Protein Snacking: Occasions and Need States

More than one-quarter (27%) of protein-enhanced snack and bar consumers in Asia are using these types of snacks while watching TV or playing video games, typically in a home environment. ⁴ According to consumer research, the top need being met by protein-enhanced snacks (including both savory and indulgent) is the need for a mental break and to reduce stress. ⁵

Healthy Perception of Protein Snacks Drives Permissibility

These consumers could reach for traditional savory snacks for relaxing at home but instead express a preference for protein-enhanced versions. This is because adding protein to a snack, even a traditional savory snack, enhances the perception of its healthiness. While 53% of Asian consumers think of chips, crisps, and pretzels as unhealthy, 80% perceive protein-enhanced snacks as healthy or are undecided.⁶

This boost in perceived healthiness has significant implications because: 1) it reflects the opinion of mainstream consumers (rather than just sports nutrition consumers) and 2) it drives permissibility, which can lead to increased rates of purchase and consumption.

Consumer Preferences in Savory Protein Snacks

The top two most important attributes in a protein-enhanced snack or bar, according to consumers, are “great tasting” and “enjoyable texture.” ⁷ This emphasizes the importance of pleasure for snacking occasions and serves as a reminder to manufacturers not to compromise in these areas.

The savory protein snack formats of most interest to Asian consumers are chips/crisps/puffs and crackers.⁸ However, by country, we see some important differences. For example, in South Korea, unlike China and Japan, crackers are the most preferred savory protein snack format.⁹

Your Partner in Healthy Snack Solutions

To discuss the exciting possibilities in savory protein snacks for the Asian market and how to appeal to consumers through taste, texture, and nutrition, contact Glanbia Nutritionals. We offer a wide range of snack solutions, including high-quality, clean-flavor dairy-based proteins, with the power to elevate any snack.

References

1. Innova Market Insights, Snacking in the US, 2022. Average of 11 countries.
2-9. Glanbia Nutritionals, Healthy Snacking U&A Study, 2022 – Asia.