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Datamonitor predicts high-fiber fad will replace protein trend in 5 years

The firm also expects consumers to abandon fad diets in favor of enjoying all of the food groups in moderation.

April 22, 2015

Datamonitor Consumer research predicts the decline of the high protein trend within the next five years, the company said in a press release. The firm expects consumers to abandon fad diets in favor of enjoying all of the food groups in moderation.

Datamonitor Consumer reported that a backlash is inevitable as "consumers become more aware of dangers of the diet for our health, especially as the majority already consume more than enough protein," according to the release.

Diets high in protein and low in carbohydrates contribute to a lack of fiber and can lead to digestive health problems ranging from mild constipation to colorectal cancer, the company said. Datamonitor Consumer’s recent global survey of millenials found the group tries "to consume 'as much protein as possible,' and are also the most likely to be currently concerned about constipation."

Melanie Felgate, senior analyst for Datamonitor Consumer, said in a statement, "Concerned young adults will be actively seeking out solutions to the problem, in the form of food and drink that is high in fiber, while aligning with their protein intake goals. The trend is already starting to gain momentum, with an increasing proportion of new food launches in recent years tagged as both high in protein and high in fiber."

Datamonitor expects a shift away from diets for the long term that single out specific food groups, whether "high protein" or "low fat" or "low carb" in favor of an approach to eating natural, unprocessed whole foods encompassing a balance from all major food groups.

"The onset of a more balanced and natural approach to eating means that packaged food and drink brands must reassess how they position and market their products. Terms like 'raw' and 'natural' will become much more appealing than 'low fat' or 'high protein'," Felgate said.