Protein content has been one of the key areas of activity in new product development in the food and drinks industry over the past couple of years. According to Innova Market Insights, nearly 4% of global launches in the 12 months that ended in June 2015 used a high-in or source-of protein positioning, rising to nearly 8% in the dairy sector and 14% in the yogurt category.
“Dairy products have always had an inherently healthy image and a perception of high protein levels so it is a sector that has been able to adapt relatively rapidly to this rising interest in protein, in some cases by simply changing its labeling and/or positioning,” said Lu Ann Williams, director of innovation at Innova Market Insights.
The United States has led this rising interest in protein content, both overall and specifically in the dairy sector. More than 17% of U.S. dairy launches were positioned on their protein content in the 12 months that ended in June 2015, which is well over twice the global average. Yogurt had the highest penetration, with over one-third of launches marketed on a protein platform, followed by milk drinks with just under a quarter.
In the milk drinks market, performance was initially a key focus for protein beverages, but Innova is reporting both relatively specialist performance products and more mainstream lines. In the United States, introductions have included an organic version of Cytosport’s market-leading Muscle Milk protein beverage, Morning Protein Smoothies from Sprout Foods, Plus Protein Dairy Beverages from retailer Safeway and TruMoo Protein Milks from Dean Foods.
In Europe, recent launches include Lactel’s Sporteus protein-enriched milk drinks in France, positioned as sports beverages; the leading U.S. protein shake Muscle Milk Protein in Germany; and Austrian dairy company Nöm’s extension of its fasten flavored milk range with a fasten Protein Drink option.
“High protein foods are one of the most sought-after nutritional choices of the moment, and the dairy sector appears to be extremely well placed to benefit,” said Williams. “Yogurts and milk drinks are the current leaders in terms of activity, but there may also be opportunities in other products such as cheese, particularly soft and fresh products.”
