“Live fast, die young and leave a good-looking corpse.”
For decades, young people have rebelled against their elders by embracing hedonism and nihilism. Hence, these famous words are ascribed to James Dean – an inspiration for the baby boomer generation in the 1950s. Gen X embraced the similar appeal of the Sex Pistols, while older millennials had Nirvana.
In contrast, today’s younger generation prioritises staying safe and growing old – very old. Mintel research shows half of 16 to 34-year-olds in the UK would be greatly motivated to buy a healthy food or drink brand/product that could help them live longer. This compares with just 36% of adults aged 55 or older – people you might assume have a more vested interest in maximising their lifespan!
As ‘digital natives’, today’s youth have grown up accessing a wealth of information – and misinformation – about healthy diets at a highly impressionable age. Mintel insights reveal that two in five UK adults aged 16 to 34 learn about healthy eating from wellness creators, such as The Glucose Goddess. This compares with just 8% for over-45s.
This has helped fuel the rise of high-protein claims, as ‘gym bro’ influencers show off how protein shakes and snacks help to hone their enhanced physiques.
Fibre claims
However, while high-protein claims represent sizeable opportunities for brands, high-fibre claims have far more commercial potential over the next decade.
Only 60% of adults get their recommended fibre intake, according to the British Dietetic Association. However, on average, we eat a lot more protein than we require. Men eat nearly 30g per day of protein more than the recommended amount, according to the British Nutrition Foundation.
Fibre also helps people feel fuller for longer, which helps with weight management – and it does so using far fewer calories per gram than protein. US gut health brand Supergut positions fibre as nature’s GLP-1 drug because they say it can help snackers curb their cravings without resorting to medication.
However, as co-founder of Huel, James Collier, recently told The Guardian: “Fibre’s not very sexy, is it? I come from the gym scene, where everyone talks about protein. No one says: ‘Oh, have you had your fibre today?’”
It’s only a matter of time before the compelling science on fibre catches up with the latest social media trends. However, at the moment it feels like so many food and drink brands are simply jumping on the high-protein bandwagon – rather than being early adopters of the much bigger fibre opportunity.
Can brands channel their inner James Dean and rebel against the protein crusade?
Jonny Forsyth, senior director, Mintel Food & Drink Research
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