An Exploration of Attitudes towards Protein Products and Supplements

An exploration of general population attitudes towards protein products and supplements. Together with an exploration of the product and market category, the study consists of thorough secondary research paired with primary research in the form of a focus group and survey. Results provide for interesting insights in a field of study with little academic research. Understanding the attitudes and behaviours of those who ingest protein products and supplements helps shed light on a previously unexplored aspect of said product consumption. This study's results could be of use to those interested in sports and fitness, nutritionists, psychologists and marketers alike. This research can also provide practical valuable information for product manufacturers seeking to create or improve profitable relationships with relevant market segments.