Satiety can play an important part in a weight management plan. Products that control hunger offer a broad opportunity for food marketers — from
beverages and
bars to snacks and
cereals.
A recent trends report from
New Nutrition Business summed it up as follows: "Satiety looks to be the strongest driver of the future direction of the weight management market in Europe and the U.S., and probably in Asia."
The experts also agree that protein impacts satiety. There is convincing clinical evidence that a higher protein intake increases satiety (compared to diets with lower protein content) and leads to subsequent lower energy intake. Clinical studies have reported greater weight loss among subjects who consumed diets lower in carbohydrates and relatively high in protein compared to a variety of lower-protein diets. These studies provide clear evidence that high-protein, lower-carbohydrate diets produce as good as, or better, weight loss than traditional energy-restricted, high carbohydrate diets.
Satiety positioning can be enhanced with natural ingredients, such as protein and fiber, which have growing appeal to today's wellness-minded consumer.
53%
of American dieters say that they cheat on their diets because they are hungry
31%
of dieters feel that they are "starving themselves while on a diet"
64%
of women in the UK feel that snacks give them a "quick fix" but that they feel hungry again soon after
(SOURCE: Datamonitor, 2009, Trends in Protein Intake, Attitudes and Behaviors)
View all sources used