Mapping U.S. B2B Protein Preferences

Business Challenges

• Shifting demand signals. U.S. customers are doubling down on “high protein” claims in retail; consumer intent to consume protein rose from 59% (2022) to 71% (2024), sharpening B2B demand for reliable protein systems and claims.
• Portfolio positioning vs. alternatives. Plant-based retail is sizable ($8.1B in 2024) yet uneven by category; buyers are experimenting with blends and cost-down options, complicating dairy-only sell-in.
• Where growth is happening. U.S. whey is expanding (CAGR ~10.4% through 2030), and global RTD protein beverages continue to grow ~7–8% CAGR, pressure is on to prioritize formats and specs that convert pipeline to revenue.   

Approach & Research Methodology 

• Sample: N=520 U.S. B2B decision-makers and influencers. 
• Respondent Roles (quotaed): R&D/Applications (35%), Procurement/Sourcing (30%), Brand/Category/Marketing (20%), GM/VP/Director (15%). 
• Verticals: Sports Nutrition (28%), RTD Beverages (24%), Bakery/Snacks (22%), Clinical/Medical Nutrition (16%), Other functional foods (10%). 
• Company Types: Brand owners (60%), Co-manufacturers/contract developers (40%). 
• Eligibility: Purchase and/or specify ≥2 protein types; annual protein volume ≥50 MT; active or planned launches in next 12 months. 
• Analytics: MaxDiff for message effectiveness; TURF on claims; pricing trade-offs (conjoint-lite); and linkage to external context (IFIC consumer pull, RTD and whey market sizing).  

Key Findings 

1. Protein System Preference
   • RTD Beverages: WPI leads (64%), MPC used by 31%.
   • Powders (Sports Nutrition): WPC/WPI dominant (72%). Whey market growth ~10.4% CAGR to 2030.
   • Bars/Snacks: 41% use dairy+plant blends for cost and texture.
2. Claims & Consumer Pull
   • “High Protein” top claim; 71% of U.S. consumers increased protein intake.
   • Clean label and traceability crucial (48% in RFPs).
   • Sustainability secondary; 32% will switch suppliers for lower carbon intensity if cost-neutral.
3. Procurement Drivers & Barriers
   • Top drivers: Spec adherence (68%), price stability (63%), solubility (58%).
   • Barriers: Flavor issues (38%), thermal instability (34%), price volatility (33%).
4. Growth Hotspots
   • RTD Protein: 7-8% global CAGR.
   • Sports Nutrition: Continued U.S. growth, whey-focused.
   • Blends: Growing in bars, snacks, and RTDs for performance+plant-forward.

Business Impact 

1) RFP Win-Rate Lift 
By pivoting frontline materials to stability/taste proof points for RTD and bundling a price-banding contract, the Client’s win-rate in targeted RTD accounts increased from 29% to 41% within two quarters (modeled vs. matched opportunity sets). 

2) Incremental Revenue & Mix 
Prioritizing WPI-led RTD and WPC-led powders added an estimated $18–22M annualized uplift, aligned to category growth signals (RTD CAGR ~7–8%; U.S. whey expansion).  

3) Cost & Supply Resilience 
Instituting two-year contracting with quarterly indexation and buffer inventory reduced spot-purchase exposure by ~22% and cut line stoppages tied to protein shortages by ~30% (self-reported by participating accounts). 

4) Innovation Velocity 
An applications “sprint cell” (R&D + technical sales) shortened RTD prototype-to-plant trials from 10–12 weeks to 6–7 weeks, accelerating three launches with >20g protein/serving and improved flavor acceptance. 

What Jasper Colin Delivered 

• Executive dashboard with segment-specific protein preference maps (by category, format, and processing constraints). 
• Pricing & risk framework for index-linked contracts and inventory buffers. 
• Opportunity model linking market momentum (IFIC protein interest; RTD and whey growth) to account-level pipeline sizing.