DuPont Nutrition & Health has published the findings from its multi-phase, proprietary “Beverage Key Drivers of Liking Study,” which shows that consumers rank taste as their most important criteria when choosing a high-protein beverage. Protein content ranked second, according to the study, which was conducted to better understand consumer taste preferences in the $2.7 billion U.S. retail ready-to-drink (RTD), high-protein beverage category, while protein source was significantly less important.
A trained descriptive panel profiled more than 65 commercial high-protein (>8g of protein per 237 mL/serving, with the maximum level being 20 g/237 mL serving) beverages containing various sources of protein. Descriptive profiling enabled DuPont to create a “sensory map” of the category, which demonstrated how much flavor diversity exists in the high-protein beverage category. Following descriptive profiling, consumer panels in three U.S. cities evaluated 20 beverages—both commercial and DuPont prototypes—occupying unique spots on the sensory map.
Consumers perceived the ideal protein content level to be 25 g of protein per serving. This finding was consistent across consumer segments that indicated they either used such beverages to support weight loss, as a supplement before or after exercise, or as a meal or snack alternative.
Another key finding from the study pointed to the value of blending proteins, particularly soy and dairy proteins. RTD high-protein beverages formulated with blends of dairy and soy protein performed better in flavor liking than beverages that were all dairy or all plant-based. Of the seven beverages that scored highest in the study, six were formulated with blends of dairy and soy proteins.
“This study adds to existing data confirming the benefit of soy and dairy blends in driving better flavor in the category,” said Colleen Conley, DuPont Nutrition & Health principal scientist/sensory science and one of the main study collaborators. “All proteins, including dairy and soy, have inherent positive and negative flavor attributes. By blending them, you can create formulas that maximize their positive attributes and minimize any negatives.”
