Dive Brief:

• This summer, ShopRite stores across the Northeast have launched the Power Up with Protein campaign that connects with customers through in-store and circular advertisements, social media messaging and online content including recipes and information, according to Progressive Grocer.

• The campaign is part of ShopRite’s Well Everyday Initiative launched in April. It features colorful posters and shelf tags to indicate plant-based foods, lean meats, powders and other items that are protein-rich.

• “When it comes to protein, we know that our customers are looking for delicious and healthy product options and recipes that fit into their busy summer lifestyles and provide solutions that their families will love,” Natalie Menza-Crowe, ShopRite’s director of health and wellness, told the publication.

Dive Insight:

Protein has surged in popularity in recent years, with protein being the most highly-searched term (63% compared to 61% searching for fiber) among consumers looking for healthy products. The nutrient is now widely recognized as a symbol of health and nutrition, and despite oversaturation in the American diet, many consumers are still inclined to favor products with a value-added protein label.

There are many reasons for the public's interest in protein, but the most common include maintaining a healthy diet, focusing on weight management, building muscle, boosting energy and managing appetites. HealthFocus, a market research and consulting firm, has estimated about 85% of Americans say they get enough protein in their diets, but 66% are concerned about it. ShopRite’s campaign will appeal to this large percentage of consumers who have protein on the mind.

Protein is not the only trend that ShopRite is embracing. Among a consumer base increasingly concerned with where their food is coming from, ShopRite expanded its Locally Grown program this year to include more area-sourced foods including farm-raised beef, seafood, flowers, fresh fruits and vegetables, baked goods, honey, craft beer and roasted coffees. The grocer also has taken advantage of the rising interest in health and nutrition by providing free fruit to children visiting the grocery store, all overseen by ShopRite’s dieticians.

Despite success in these two ventures, the viability of ShopRite’s protein campaign remains to be seen. Experts have warned eating too much protein can bring about a higher calorie intake or even cause people to replace other important foods such as vegetables in their diets. Increased consumption of animal-based protein also brings welfare and environmental issues to the forefront.

While ShopRite’s Power Up with Protein campaign will bolster the chain's reputation for nutritious foods, it remains doubtful the campaign could provide it with a long-term marketing strategy or have a noticeable increase on the company's bottom line.