I had the opportunity to attend the NACS Show this year in Las Vegas. While there, I tried to spend as much time on the Expo floor as I could (and my feet are still complaining about it).
I have attended dozens of NACS Shows and, to be honest, the changes from year to year are so incremental that it is hard to know what is new and different. However, every year there seems to be one trend that stands out. Last year it was AI – every product claimed to have AI included, even the candy.
This year, it was protein. Everything that you can put into your mouth had something to do with protein. There were protein snacks, meals, and drinks. Protein supplements that can be added to your coffee or soft drink. Carbs are out and protein is in.
The last time protein was such a trend was in the late 90’s when low-carb diets such as Atkinson were on trend. Now the protein wave is being targeted at folks who are on GLP-1 drugs. In case you have not heard, GLP-1 drugs are a class of drugs known as glucagon-like peptide-1 receptor agonists that mimic a natural gut hormone to regulate blood sugar, slow stomach emptying, and reduce appetite. They help people lose weight by suppressing their desire to eat. People on GLP-1s eat smaller meals less frequently and want protein heavy snacks rather than a meal.
What makes the GLP-1 phenomena very interesting to me is that GLP-1s are lifetime drugs. Recent studies have shown that around 90% of people gain lost weight back within two years of stopping the drug so people will continue to take them long-term. Combine obesity-related additional reported health benefits of GLP-1s (reduced cardiovascular death, healthier kidney functions, neuroprotection, and reduced obesity-related cancer risks) with GLP-1s being covered by insurance and becoming less expensive over the counter, this is not a trend but a long-term market shift.
Convenience retailers need to be planning their foodservice menus and category management to meet this new consumer need.
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