The Protein Audience Survey was first published back in 2011. Since then we've used our Ad Network to poll over 16,000 early adopters about their habits, lives, motivations and attitudes. Knowing how this demographic thinks, what they believe and what they care about is vital for any brand that wants to stay culturally relevant and ahead of the pack.

To better explain how these consumers act and what drives their thinking, this year the report is split into two sections – Behaviours and Attitudes. And once again, our audience has proved to be constantly evolving with no shortage of enlightening discoveries.
Just for starters, in light of the recent political revelations of online snooping, we've found that our audience are becoming increasingly anxious about their digital privacy – 85% would prefer if their personal data was private when browsing the internet.
They are sobering up their lifestyles to lessen the blow of their generation's impending obesity epidemic – 78% say they are now more concerned about their health and wellbeing than they were last year.
And they're placing greater importance on community, provenance and transparency – 88% say they are willing to pay more for a product when it is labelled as local.
Overall the report provides a comprehensive snapshot of emerging consumer trends for 2014 as well as important foresight into the mass market for years ahead.
Check out the Audience Survey website here, or buy the book here.