Consumer Insights – High-Protein Dairy Products 2025
Most users of high-protein dairy products lead a lifestyle focused on healthy eating and health prevention: they exercise regularly, own a fitness tracker or a smartwatch, and are typically between the ages of 30 and 39. *
High-protein dairy products are a rapidly growing product category: numerous products are now enriched with protein – protein is a growing trend.
- How do high-protein dairy products make it into the “relevant set” of the potential target group?
- Who is already buying protein-rich dairy products?
- What are the purchase motivators and barriers for protein-rich dairy products?
- What opportunities do existing classic brands have as line extensions in the high-protein product category?
- Which information sources are used for purchasing dairy products rich in protein?
- What are the subjective purchase triggers (product type, labeling: high-protein, protein content, package size, added benefits, etc.)?
- Which high-protein brands are purchased/used?
- Where does it make sense to place protein-rich dairy products at the point of sale (POS) from the shopper’s perspective?
- What are the unmet needs?
The mafowerk Trend Evaluation Consumer Insights – High-Protein Dairy Products 2025 shows the impact and effects of the three key factors “POS | Product | Consumer” and examines growth opportunities – currently and in comparison to 2022.
For continued successful marketing in this product category.
Nürnberg/Fürth, April 2025
* Source: mafowerk – Consumer Insights – Proteinreiche und High Protein-Molkereiprodukte 2022
Image: © shutterstock
With the Consumer Insights – High-Protein Dairy Products 2025, mafowerk examines the purchasing and usage behavior of protein-rich dairy and milk products in the retail sector.
Publication: 04/2025
Industry: Food, Dairy Products
Type: Consumer Insights
Region/Language: Germany/German
(This study is also available in English upon request.)
The results of the Consumer Insights – High Protein Dairy Products 2025 can be ordered at any time from mafowerk. The results are available and can be delivered within two business days after ordering.
The fee for the current Consumer Insights 2025 is: €3,900 (net, plus VAT).
The fee for the Consumer Insights 2025 including comparison data from 2022 is: €4,900 (net, plus VAT).
We offer an online presentation of the results and insights for €500.
(Approximately one-hour video conference via Microsoft Teams)
electronic pptx format in German, including comprehensive interpretations of the findings. Personal results presentation is optional (at an additional cost). The terms and conditions of mafowerk GmbH can be found at: www.mafowerk.de/agb
