Identifying Key Attributes for Protein Beverages

Abstract

This study identified key attributes of protein beverages and evaluated effects of priming on liking of protein beverages. An adaptive choice-based conjoint study was conducted along with Kano analysis to gain insight on protein beverage consumers (n = 432). Attributes evaluated included label claim, protein type, amount of protein, carbohydrates, sweeteners, and metabolic benefits. Utility scores for levels and importance scores for attributes were determined. Subsequently, two pairs of clear acidic whey protein beverages were manufactured that differed by age of protein source or the amount of whey protein per serving. Beverages were evaluated by 151 consumers on two occasions with or without priming statements. One priming statement declared "great flavor," the other priming statement declared 20 g protein per serving. A two way analysis of variance was applied to discern the role of each priming statement. The most important attribute for protein beverages was sweetener type, followed by amount of protein, followed by type of protein followed by label claim. Beverages with whey protein, naturally sweetened, reduced sugar and ≥15 g protein per serving were most desired. Three consumer clusters were identified, differentiated by their preferences for protein type, sweetener and amount of protein. Priming statements positively impacted concept liking (P < 0.05) but had no effect on overall liking (P > 0.05). Consistent with trained panel profiles of increased cardboard flavor with higher protein content, consumers liked beverages with 10 g protein more than beverages with 20 g protein (6.8 compared with 5.7, P < 0.05). Protein beverages must have desirable flavor for wide consumer appeal.

Understanding implicit and explicit consumer desires for protein bars, powders, and beverages

“…ACBC cluster 1 was defined by a desire for high protein per serving, stevia as the primary sweetener, a desire for specifically whey protein products, and openness to ready‐to‐mix powder and peanut butter‐flavored products. These results strongly corroborate findings reported by Oltman et al (), which found that consumers driven by high protein amount also reported desires for low sugar content and openness to the use of natural non‐nutritive sweeteners. Demographically, cluster 1 had the highest proportion of male respondents, respondents who exercised 5+ times per week, and respondents who reported consumption of protein products for muscle building, compared to the other clusters.…”

“…Differentiation of groups in the CS survey (Figure ) was primarily dominated by three levels: all‐natural label claim (CS cluster 1), naturally sweetened (CS cluster 2), and no label claim (CS cluster 3). Preference within select consumer subgroups for protein products that are all‐natural or naturally sweetened is consistent with findings reported by Oltman et al () and Parker, Lopetcharat, and Drake (). Product attribute categories such as protein amount, protein type, and platform failed to define specific groups.…”

“…To continue the expansion of the protein product category, it is important to understand the preferences and desires that consumers place on these products. In a study of protein beverage attributes, Oltman, Lopetcharat, Bastian, and Drake () identified that the needs of protein beverage consumers were diverse, with different consumer segments expressing different drivers of preference. While consumers clearly express different desires, there is also evidence that those desires are driven both explicitly and implicitly (Friese, Wänke, & Plessner, ).…”

“…Furthermore, ACBC has been adopted as a popular market research method because it is interactive in nature and requires fewer respondents overall for stable utility estimations (Cunningham, Deal, & Chen, 2010;Jervis, Ennis, & Drake, 2012). In the realm of food-related studies, ACBC has been used for multiple products including fluid milk and plant-based alternatives (Mccarthy, Parker, Ameerally, Drake, & Drake, 2017), bread (Jervis, Jervis, Guthrie, & Drake, 2014), tomatoes (Oltman, Jervis, & Drake, 2014), and protein beverages (Oltman et al, 2015).…”

The effect of different protein addition on the rheological, physical and sensory characteristics of extruded maize‐based purees

“…Currently, there is a consumer trend for products with a higher protein content. In the United States, 54% of consumers try to incorporate more protein into their diets (Oltman et al, 2015). Regarding the advantages of protein products, there is convincing evidence about the benefits of higher protein intake in the health of specific population groups.…”