Event FinderThe Protein Halo: Are Shoppers Buying Protein, or What It Represents?
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- Format
- Online
- Location
- VIRTUAL
About This Event
Protein is the hottest claim on the snack shelf. But when shoppers reach for a protein bar, shake, or jerky, are they buying the nutrient or the idea of it? Outset ran a new study with hundreds of US protein snack buyers across four occasions: fitness fueling, weight management (including GLP-1 users), family snacking, and everyday convenience. Participants guessed the protein in a product they own, then photographed the Nutrition Facts panel while an AI moderator probed the gap between belief and label in real time. In this session we share first-look findings and introduce the Protein Halo Score, a new 0 to 100 index of how much of a protein purchase is about the idea of protein versus the nutrient itself. You'll see where the halo is strongest, where it breaks, and what it means for brand, packaging, and claims strategy.