M. Shahbandeh
Research expert covering agriculture & FMCG
The ketogenic diet, commonly known as keto, is a diet that focuses on increasing the consumption of foods high in both saturated and unsaturated fats, while decreasing the amount of carbs consumed. The global interest in the ketogenic diet is expected to continue growing, with the market reaching over 12 billion U.S. dollars by 2028. To keep up with the market growth, many new products are being launched that have a protein claims, making them ideal products for people following a keto diet.
U.S. market
In a recent survey, 18 percent of respondents in the United States stated that they had tried high protein diet and four percent the keto diet within the past 12 months. In 2022, the sales of both whey protein and plant-based proteins saw an increase. Sales of whey protein increased by about 25 percent that year. Plant protein had a slightly slower growth, at only about 12 percent. In 2023, nearly 33 percent of respondents in the United States that the term "good source of protein" best defines healthy food to them. The term "low carbohydrate" was the less frequently chosen definition for healthy foods, with only 14 percent of respondents choosing this definition.Consumer behavior
Many people claim to have had great success with the diet especially among the younger generation. In the United Kingdom, around 15 percent of Generation Z survey respondents stated that they followed a low- or no-carb diet, while only eight percent of baby boomers stated that they followed this diet. As of 2022, vegan diets were the most popular diet based on google searches in the United States. Keto diets fell closely behind vegan diets. In third and fourth position were WeightWatchers and vegetarian diets, respectively, but their overall popularity scores are significantly lower.
