FrieslandCampina Ingredients unpacks the complexity of protein in active nutrition

One of the main go-to ingredients for active nutrition, protein, keeps seeing high demand while consumers are getting increasingly scrutinized on quality. 

Evelien Bikker, marketing manager of Performance and Active Nutrition at FrieslandCampina Ingredients, tells Nutrition Insight how the demand for protein is shifting, its formulation complexities, and how protein is now in high demand for everyday consumers.

“Protein remains the undisputed hero of active nutrition, with consumers continuing to prioritize it for energy, recovery, and muscle support. But while demand is strong, the conversation around protein is only just beginning to mature.” 

She tells us consumers are still primarily scanning for protein content and clear “high protein” cues — but studies show that understanding of concepts such as “complete protein” is limited in many cases.

“At the same time, there are early signs of a shift. Some consumers are starting to engage with protein type, quality, and functional role beyond just quantity, although this is still an emerging and uneven behavior.”

Scientific frameworks such as the Digestible Indispensable Amino Acid Score continue to highlight clear differences in protein quality, with whey scoring highly for its amino acid profile and digestibility, for example. However, this level of differentiation is not yet widely reflected in consumer decision-making, Bikker stresses.

“While protein remains the key driver of choice, there is a growing opportunity to help consumers go deeper — linking ingredients, products, and formats more clearly to specific needs and moments of use, from breakfast through to post-workout and evening recovery.”

Researchers previously called for dietary guidelines to pay more attention to protein quality — how well a food can meet human metabolic needs for essential acids and nitrogen. The scientists argued that current methods do not capture the scope of amino acids’ metabolic activity. 

Merging protein with gut health

Beyond just protein, growing interest in gut health is driving interest in multifunctional “protein plus” solutions. Among Gen Z and Millennials, many seek functional foods that blend protein with fiber. These consumers are reportedly more drawn to high-protein diets that take gut health into consideration.

Beyond protein, growing interest in gut health is driving interest in multifunctional solutions.Bikker argues that the emergence of the gut-muscle axis — a growing body of evidence pointing to a direct relationship between gut microbiota composition and muscle function, performance, and recovery — is making this space “even more exciting.”

“For brands, this opens up compelling protein plus opportunities: pairing high-quality protein with prebiotic ingredients like galactooligosaccharide (GOS) to deliver gut and muscle benefits simultaneously in a single product. In a category where protein is increasingly a baseline expectation, this multi-benefit positioning can unlock differentiation.”

Formulating with protein

The protein phase has expanded well beyond powder shakes and bars, with consumers now seeking everything from protein bagels, cereals, and yogurts, to coffee and desserts high in protein, says Bikker. 

“However, getting high-performance ingredients to behave in mainstream formats can sometimes be a real technical challenge. As demand for higher protein levels in active performance applications grows, formulators must balance nutritional targets with an enjoyable sensory experience.”

She explains that while formulating, as protein levels rise, sensory problems can follow, including chalkiness, grittiness, viscosity, and unpleasant mouthfeel. 

“With consumers increasingly raising expectations for taste and texture, formulations need to keep up.”

Adding another layer of complexity is heat treatment. “This process is required in some formats to ensure microbiological safety and shelf stability — for example, in ambient ready-to-drinks (RTD). However, heat treatment can cause certain proteins to denature or thicken — undermining both the eating experience and commercial shelf life.” 

Bikker uses whey as an illustration, which delivers the high-quality protein levels active consumers demand. However, it poses a significant challenge in some RTD formulations, as, under high heat treatment, it is prone to irreversible denaturation.

“This is where ingredient innovation can solve formulation problems. Our microparticulated whey protein is designed specifically for this challenge, using advanced processing technology to create heat-stable protein aggregates that prevent unwanted behavior under high-heat conditions,” she says.

Bikker explains that this enables smooth, high-protein RTDs with a clean, neutral taste — without compromising on shelf stability. “It’s a targeted solution to one of the category’s most persistent formulation headaches.”

Gym-goers and GLP-1 users

The everyday active consumer has overtaken athletes as the main demographic for protein, and now sits at the heart of the sports nutrition market, says Bikker. With this shift comes different expectations.

The everyday active consumer has overtaken the athletes as the main demographic for protein, and now sits at the heart of the sports nutrition market, says Bikker. She says this buyer profile tends to be more likely to be balancing everyday life, such as a commute, a school run, and a gym class, rather than solely focusing on training for a competition. “So what they expect from their nutrition is fundamentally different.”

“This shift matters because it changes the brief for nutrition brands entirely. Energy, muscle support, and recovery remain critical benefits, but the focus is no longer only on what products do — it’s also about how they show up.”

She explains that for dedicated athletes, performance sits at the top of the hierarchy. For this reason, athletes may be more likely to compromise on enjoyment if a product supports their training goals. 

“Everyday active consumers are far less forgiving. In fact, our recent research found that consumers’ ideal protein powder must deliver a combination of efficacy, great taste, and convenience for everyday use. If a product falls short on any of these attributes, consumers have no shortage of alternatives — and a chocolate bar can quickly become a more appealing option during a mid-afternoon slump.”

Stressing that this widening gap in expectations is reshaping how brands need to formulate and position products, she argues that as the category moves rapidly toward mainstream appeal, sensory experience and format are becoming as strategically important as the nutrition credentials on the label.

An additional recent shift causing a protein boom is the popularity of GLP-1 weight loss medications. The nutrition industry is increasingly recognizing that GLP-1 users have distinct dietary needs, particularly around protein to support lean mass, and meal structures that favor small, more frequent nutrient-dense meals.