A new generation of protein sources: this is how high-protein products are conquering the market

Explosive growth in demand in Hungary

Hungarian consumers are making increasingly conscious choices and there is a strong demand for high-protein, value-added products. According to Danone’s experience, this trend is no longer limited to athletes, as the customer base for protein-rich products is quite broad. “It is most popular among health-conscious, active people who pay attention to a balanced diet and who care about maintaining or improving physical performance” – says Karina Gerei, brand manager responsible for the YoPRO brand, who believes that the presence is particularly strong among young adults and middle-aged people.

“Hungarian consumers are clearly open to protein products, which is also confirmed by the growing popularity of YoPRO and Alpro Plant Protein products”

“The category shows stable growth, and the targeted demand of customers and the strengthening of health awareness play an important role in this.”

When protein is part of everyday life

Since protein contributes to the growth and maintenance of muscle mass, high-protein products, which are not only beneficial from a functional point of view, but also offer enjoyment value, play a prominent role in the company’s innovation portfolio.

The plant-based trend is also gaining strength: Alpro Plant Protein

“We are proud that Alpro was one of the first brands to develop high-protein products on a 100% plant-based basis” –

 “The success of our Plant Protein drinks, plant-based soy yogurts and desserts on the Hungarian market also confirms the growing consumer need and conscious choice.”

Trendy growth and communication innovation