Tesco has highlighted that Gen Z and its associated TikTok and Instagram social media influencers are creating a craze for dairy products with extra protein added to them.
In the last year, demand for yoghurts and other dairy food with added protein, such as puddings and drinks, has soared by 34% at Tesco, with the UK market now worth £204m annually (Kantar data).
So pronounced is the trend that Tesco has recently created a special ‘High in Protein’ fixture in its dairy aisle specifically for yoghurt related products.
Tesco Buying Manager for Yoghurts, Hollie Bulmer, said: “The trend is being driven by younger consumers, and if you look on social media sites like TikTok and Instagram, there’s a major trend for influencers posting videos of their culinary protein-packed creations and talking about these foods that offer specific nutritional benefits.
“And that trend is encouraging the new growing interest in protein yoghurts and dairy in general as well as influencing retailers like ourselves to stock more of these products.”
NAM Implications:
- In a low-growth market, any category showing a 34% growth rate has to be worth checking out.
- And for those already optimising protein-rich dairy food in Tesco…
- …might consider Tesco rivals for similar opportunities.
