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Chris Costagli
Food Insights Lead, NielsenIQ
Vice President
Chris Costagli
JUL 9, 2026 | Data/Trends
Protein’s Paradox examines how protein has become one of the most powerful drivers of food and beverage growth while simultaneously creating confusion, skepticism, and strain on trust. Consumers believe in protein and actively seek it out, yet many lack confidence in how much they need, how to identify it, or which claims to trust. As protein claims expand, shoppers are increasingly turning to verification tools, exposing gaps between marketing and reality and raising the stakes for brands and retailers alike. Part I establishes that protein demand is real, but future growth will depend less on louder claims and more on clarity, credibility, and execution as the industry moves into its next phase.
Attendees will learn:
Why protein demand continues to rise even as consumer confidence breaks down at shelf.
How protein claims have become powerful purchase shortcuts—and growing points of risk.
How trust, not grams, is becoming the true limiter of protein‑led growth.
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