June 12, 2014 - Blogs
High interest in protein content and high-protein lines across the food and drinks market is continuing to develop, despite the fact that most European and North American consumers already get enough protein in their diets.
According to Innova Market Insights, the protein trend is driven by increasing health concerns— primarily weight management—plus the move of sports and performance products into the mainstream and targeted at the more generally active, rather than just athletes and sportsmen. Also keeping protein in vogue is the rise is the Paleo diet, which focuses on lean protein, while avoiding processed foods and sugars.
“The time is right for protein innovation," said Lu Ann Williams, director of innovation at Innova Market Insights, adding that a number of drivers, including the need to feed a growing global population, an alarming rise in sarcopenia (declining muscle mass, particularly among an aging population), and the economic and environmental costs of existing protein sources.
“Proteins have diverse application potential, with opportunities for alternative vegetarian options, and new protein sources, such as microalgae, alongside existing and novel dairy-based and vegetable sources, such as soy, beans and grains," Williams said.
Innova Market Insights data indicate that nearly 3% of global food and beverage launches in the 12 months ending March, 31, 2014, were marketed on a “high-protein" or “source-of-protein" positioning, rising to 6% in the United States.
Demand for whey protein specifically is soaring as a result of growing demand in certain Asian markets, as well as its rising popularity as a natural, healthy ingredient, particularly in sports nutrition, medical and infant nutrition, and in weight management. (Download the free “Dairy Ingredients in Sports Nutrition" Digital Issue to learn more about different dairy protein options and why they are superior products for enhancing muscle-protein synthesis.)
While vegetables lead the list for the number of published protein patents in food and drinks, whey has risen from eighth position in 2012 to third position in 2013. At the same time, the number of nut and seed protein patents has also risen sharply, from single figures in 2012 to more than 200 in 2013. Even more exciting has been the strong activity in patent actions relating to algae-derived proteins.
The Institute of Food Technologists (IFT) recently named protein as one of 2014’s functional food trends that will likely shape the industry in the coming year. The protein market is still center stage with 57% of consumers, especially between the ages of 18 and 34 and above age 65, seeking protein sources. These consumers are looking for more protein to maintain healthy bones/joints, strengthen immune systems, and build muscle strength and tone while maintaining energy throughout the day.
Need proof of the power of protein? A recent report from the NPD Group found nearly 80 percent of U.S. consumers want more protein in their diets and look to a wide range of sources to meet their needs. Interestingly, about half of consumers say non-meat sources are best and the other half consider meat and fish the best source of protein.
Consumers willing to look beyond meat in order to meet their protein needs are motivated by health-related reasons. What’s more, the reasons often mentioned as barriers to getting more protein are that many sources of protein contain fat, are high in calories, or are too expensive.
The power of protein opens the door to more food and beverage innovations. A free report from Food Product Design’s FoodTech Toolbox, “Protein: A Plant-Based Look at this Power Macronutrient," found the global protein market is growing and is projected to reach $24.5 billion by 2015 with a focus on plant-based proteins. Rising-costs of animal-based proteins and consumer interest in a more plant-centric diet are spurring development of a wider range of vegetable sources, such as soy, pea, canola and even algal proteins that deliver nutrition and functionality.
High interest in protein content and high-protein lines across the food and drinks market is continuing to develop, despite the fact that most European and North American consumers already get enough protein in their diets.
According to Innova Market Insights, the protein trend is driven by increasing health concerns— primarily weight management—plus the move of sports and performance products into the mainstream and targeted at the more generally active, rather than just athletes and sportsmen. Also keeping protein in vogue is the rise is the Paleo diet, which focuses on lean protein, while avoiding processed foods and sugars.
“The time is right for protein innovation," said Lu Ann Williams, director of innovation at Innova Market Insights, adding that a number of drivers, including the need to feed a growing global population, an alarming rise in sarcopenia (declining muscle mass, particularly among an aging population), and the economic and environmental costs of existing protein sources.
“Proteins have diverse application potential, with opportunities for alternative vegetarian options, and new protein sources, such as microalgae, alongside existing and novel dairy-based and vegetable sources, such as soy, beans and grains," Williams said.
Innova Market Insights data indicate that nearly 3% of global food and beverage launches in the 12 months ending March, 31, 2014, were marketed on a “high-protein" or “source-of-protein" positioning, rising to 6% in the United States.
Demand for whey protein specifically is soaring as a result of growing demand in certain Asian markets, as well as its rising popularity as a natural, healthy ingredient, particularly in sports nutrition, medical and infant nutrition, and in weight management. (Download the free “Dairy Ingredients in Sports Nutrition" Digital Issue to learn more about different dairy protein options and why they are superior products for enhancing muscle-protein synthesis.)
While vegetables lead the list for the number of published protein patents in food and drinks, whey has risen from eighth position in 2012 to third position in 2013. At the same time, the number of nut and seed protein patents has also risen sharply, from single figures in 2012 to more than 200 in 2013. Even more exciting has been the strong activity in patent actions relating to algae-derived proteins.
The Institute of Food Technologists (IFT) recently named protein as one of 2014’s functional food trends that will likely shape the industry in the coming year. The protein market is still center stage with 57% of consumers, especially between the ages of 18 and 34 and above age 65, seeking protein sources. These consumers are looking for more protein to maintain healthy bones/joints, strengthen immune systems, and build muscle strength and tone while maintaining energy throughout the day.
Need proof of the power of protein? A recent report from the NPD Group found nearly 80 percent of U.S. consumers want more protein in their diets and look to a wide range of sources to meet their needs. Interestingly, about half of consumers say non-meat sources are best and the other half consider meat and fish the best source of protein.
Consumers willing to look beyond meat in order to meet their protein needs are motivated by health-related reasons. What’s more, the reasons often mentioned as barriers to getting more protein are that many sources of protein contain fat, are high in calories, or are too expensive.
The power of protein opens the door to more food and beverage innovations. A free report from Food Product Design’s FoodTech Toolbox, “Protein: A Plant-Based Look at this Power Macronutrient," found the global protein market is growing and is projected to reach $24.5 billion by 2015 with a focus on plant-based proteins. Rising-costs of animal-based proteins and consumer interest in a more plant-centric diet are spurring development of a wider range of vegetable sources, such as soy, pea, canola and even algal proteins that deliver nutrition and functionality.
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