Cleveland OH, November 14, 2023 -- According to Packaged Facts’ new report Keto and Paleo Consumers: High Protein/Low Carb Diet Trends and Opportunities, in recent years, high-protein/low-carb eating has been popular among people trying to lose weight or generally improve their health. Several specific eating programs, such as the ketogenic and paleo diets, also emphasize low carbohydrate consumption as a component of a larger nutritional or lifestyle regimen.
In general, eating too many calories from any type of food can cause weight gain because unused food energy is stored in the body. However, over the past several decades, consumer ire has shifted from high fat eating to excess consumption of sugars and carbohydrates as the main contributors to weight gain. Viewing sugars or carbs as “the enemy” has led many people to follow diets that reduce or eschew them, including the newer paleo and keto diets, as well as diets that were developed much earlier, such as the Atkins and South Beach diets. Many consumers think that these diets can help prevent weight gain.
As consumer interest in keto and paleo diets has risen, many new food and diet products have been released with keto and paleo label claims. Such products have a perception of being healthier/better for losing weight, and are therefore being sought out by consumers who are not following a specific diet but are instead seeking to increase protein intake and reduce sugar/carb consumption.
Opportunities exist in developing food and beverage product lines that specifically target keto and paleo dieters. However, potential gains for products that feature more general low-carb or high protein labeling are even greater: Packaged Facts survey results indicate that more than half of consumers view high protein designations as a high priority on food labels, while 30% place a high priority on low-carb food labels. This is much greater than the percentages of consumers who place a high priority on keto or paleo labeling.
This Packaged Facts report examines the dynamics of the current landscape for consumer trends in the high protein/low carb and keto and paleo markets.
The keto diet is a very low-carb, high-fat, and moderate-protein eating plan that aims to induce ketosis, a state where the body burns fat instead of glucose for energy. This is achieved by drastically limiting the intake of carbohydrates, which are the main source of glucose. The keto diet is the most restrictive among low-carb diets in terms of carb allowance.
The paleo diet is based on the foods that our ancient ancestors may have eaten during the Paleolithic era. The diet varies depending on the preference of the individual, but generally includes whole foods such as vegetables, fruits, nuts, roots, eggs, meat, and seafood, and excludes processed foods and anything that was not available in the Paleolithic times, such as dairy, grains, sugar, legumes, salt, alcohol and coffee. The paleo diet is also known as the “caveman diet” or the “stone age diet”.
Although the paleo diet is not specifically low carb, in practice the allowed foods tend to provide fewer carbohydrates and more protein and fat content than standard American diets.
Low-carb diets including keto, paleo, Atkins, South Beach, Whole30, and general low-carb diets are analyzed. This report considers both packaged foods and beverages with paleo and keto claims, as well as whole foods that fit with these eating styles. Consumer demographics, perceptions, motivations, and attitudes on food, diet, and health are considered.
Effects of the COVID-19 pandemic on consumers are also analyzed in a broad sense, as well as in the context of following a keto or paleo diet.
The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of present and future market opportunities.
The report has dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on COVID-19 and inflation trends that have affected the food and beverage market.
For more information, see the Keto and Paleo Consumers: High Protein/Low Carb Diet Trends and Opportunities report page.
Particular attention is dedicated to the market impact of e-commerce and the coronavirus pandemic.
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