From protein gurus to rookies: Understanding the Italian high-protein food market

The increasing demand for high-protein diets highlights the role of proteins in maintaining health and well-being, addressing obesity, aging, and metabolic disorders. This study investigates consumer awareness, perceptions, and consumption patterns of high-protein foods in Italy, utilizing the Protein Product Awareness and Usage Index (PPAUI) to classify consumers into distinct behavioral profiles. Through an online survey of 702 participants, the research identifies varying levels of awareness and consumption, ranging from critical consumers (Protein Gurus) to uninformed users (Protein Rookies). The findings underscore the importance of targeted educational campaigns and tailored marketing strategies to bridge knowledge gaps and encourage informed dietary choices. Insights from this study provide valuable implications for public health initiatives and the food industry's innovation strategies in response to evolving consumer preferences.