Protein fortification trend is showing no signs of slowing down. New food and beverage products launches tracked with protein claims increased with a CAGR of +28 percent (Global, 2013-2017). While in the past protein claims were concentrated in sports nutrition, meat and dairy products, they are now present in all categories. Protein stands for added fitness and health and comes from different sources i.e. from peas or soy, but also from milk and meat. The range of new product options must satisfy all customers’ preferences.
Food choices are an important part of a healthy lifestyle and have an impact on heart health. Heart diseases are among the leading causes of death worldwide, giving food manufacturers clear marketing opportunities to develop new products with a heart health claim. Some new products are focused on addressing heart-related concerns such as reducing cholesterol levels while others address overall heart health. Innova Market Insights recorded that Asia is the region with highest incidence of new product launches with a heart health claim in 2017.