Episode #56 RangeMe/ECRM - Winning Pitches - NIQ's Chris Costagli

Protein is everywhere, from fitness-focused breakfast cereals to, surprisingly, protein-infused vodka. But while consumer demand for this macro-ingredient is surging, a massive disconnect exists between what people think they are eating and what they actually need.

In this episode, ECRM’s Joseph Tarnowski sits down with NIQ’s VP of Thought Leadership - Food & Beverage Chris Costagli to dive into his recently-released report, The Protein Paradox. They explore why 60% of consumers are making an intentional effort to increase their protein intake, yet remain largely confused about their daily requirements and how to track them.

Key topics include:

• The Power of the Label: How simply placing the word "protein" on packaging - even in categories where it doesn't traditionally belong – is driving purchase behavior, and why consumers are beginning to grow skeptical.
• Generational and Income Shifts: How protein priorities differ across demographics, from aesthetic-driven younger generations to those focusing on maintenance as they age.
• The "Ultra-Processed" Trap: The challenge of balancing high-protein goals with the reality of ingredients.
• The Rise of Verification Apps: With 62% of app users trusting digital scanning tools as much as or more than product labels, find out what this means for brand trust and transparency.
• Future-Proofing for Gen Alpha: A sneak peek into how today’s parenting choices around protein are setting the stage for the next generation of consumers.

Whether you are a manufacturer, retailer, or just a curious shopper trying to navigate the grocery aisle, this conversation offers critical insights into the real, and sometimes paradoxical, world of protein consumption.