The agency dilemma in the ready-to-drink protein shakes market segment: an investigation with young British consumers

The extent to which the consumer is less knowledgeable and vulnerable within the RTD health shake market has been the focus of this study. Trust is one of the most significant contributing factors in reducing the agency of consumers. Not only do consumers place trust in legislators to protect them, but also in brands with which they have prior experience, as illustrated by the halo effect observed in this research.
This study demonstrates that the predominant goal of the young consumer in purchasing RTD health shakes is not health, but the facilitation and satiation of salient and latent beliefs associated with prevailing nutritional concepts such as increased protein consumption resulting in increased muscle mass, or reduced sugar/fat consumption associated with a healthful diet. The perceived risks of ingesting potentially harmful, but legislatively safe, ingredients are trumped by the strength of these prevailing nutritional concepts.

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