Protein Packaging Strategies — From Powder to Pasta

Getting enough protein has become a growing priority for Americans, and not just athletes and body builders. According to the International Food Information Council (IFIC), protein is the top nutrient consumers are looking for. About 80% of consumers prioritize protein, according to IFIC’s survey, and 35% are actively trying to eat more of it. 

This growth is fueled by an interest in weight management, satiety and overall positive health outcomes. It’s led to an explosion of new, protein-enriched products that include, but aren’t limited to protein powders, bars or shakes. Consumers can now choose from bakery rolls, chips, breakfast cups and high-protein alternatives to nearly all of their favorite foods. Whether you’re a brand starting in this space or an established brand looking to break into it, differentiating your product is especially critical. 

As your primary touchpoint with consumers closest to the point of purchase, packaging is your primary avenue to winning them over. Here’s what you need to know about the protein boom and how packaging can help you succeed amidst fierce competition. 

1. Attractive visual packaging design is a must, and tactile features seal the deal.

As more brands and product types continue to enter the protein category, consumers face numerous — and often identical — claims. If several products boast similar protein content, showing consumers why they should choose your product becomes all the more important. 

Packaging is where you can make that argument. While packaging is largely seen as functional, it provides you with opportunities far beyond product protection. Packaging is your billboard to tell your story, call out protein content and highlight product benefits. Visual features like matte and gloss finishes on flexible pouches can draw attention to product benefits and communicate quality. Such features allow you to highlight the most important messages you want to tell consumers, whether it’s protein content, sourcing information, or nutritional benefits. 

Tactile features, such as soft touch finishes, can signal that a product is premium, something all the more important when consumers are willing to pay more for higher quality products. In addition to reinforcing value, tactile features help build consumer trust, showing that you pay attention to even the smallest details of your product. 

2. Convenience drives buying decisions. 

Whether protein-enriched variants of familiar products or entirely new products, consumers are more likely to choose your brand if your products fit easily into their daily lives. Convenience is a deciding factor for busy parents, professionals, students and other consumers looking for quick, portable nutrition.

Single-serve formats like stick packs, ready-to-drink bottles with attractive labels, peelable and resealable cups or resealable pouches make protein products easier to grab and enjoy on the go. Beyond portability, these formats can also protect freshness and extend shelf quality, which matters all the more for products with quality as a talking point. Further, packaging in formats like multi-packs can encourage consumers to try new flavors without committing to a larger size or higher price. By combining ease of use with clear messaging and shelf appeal, you’ll create packaging that’s not only convenient, but also encourages consumer loyalty. 

3. Prototyping and digital printing help you scale while saving time and cost.

Whether you’re experimenting with new SKUs within your existing product line or forging a new brand around protein, scalability is key to success in this market. Prototyping is one way to scale while saving on costs and potential obsolete inventory. Prototypes are versions of your packaging that imitate what your product will look and feel like on-shelf before committing to a full run. They allow you to test and refine packaging design ideas so you can go to market confidently. And, you can leverage prototypes in retailer or investor conversations to show them how your product really comes to life. 

From there, digital printing enables you to print small packaging runs so you can trial new products or packaging formats without investing in excess inventory. Once your product gains traction, you can more smoothly transition into higher volumes while keeping your design consistent across packaging. Prototyping and digital printing help you reduce risk, control costs and scale at the pace that works for your business. 

4. The right packaging partner scales with you. 

As protein products continue to go mainstream, brands need packaging that goes beyond function — and partners that go beyond suppliers. At Belmark, we work with you as an extension of your team to guide you through every stage of growth. From identifying the right packaging format to consulting on visual or tactile features, our experts help you make decisions that strengthen both your product and your brand.

With no order minimums, fast turnaround times, and a commitment to service, Belmark helps you scale at the pace that works for you. Our capabilities in flexible packaging, folding cartons, labels and numerous other solutions ensure you’re well-positioned for growth in the protein category.