The importance of protein is “firmly embedded in public consciousness,” says Arla exec

17 Feb 2020 --- Awareness of the link between performance and nutrition, in particular the importance of protein, is now firmly embedded in consumers’ consciousness. That is according to what Joe Katterfield, Sales Development Manager for Sports Nutrition and Health Foods, Arla Foods Ingredients (AFI), tells NutritionInsight. As the market becomes more crowded, the most successful manufacturers will be those who maximize consumer appeal, he notes. “The biggest and most important trend will be the continuation of the mainstreaming for sports nutrition products we have seen in recent years,” Katterfield asserts.

“Even consumers taking part in sport very casually now understand the benefits of protein for recovery. And those who don’t exercise at all still often buy high-protein sports nutrition products for satiety and weight management,” Katterfield details.

According to Innova Market Insights, there has been a 23 percent average annual growth of food and beverage launches with a “sports and recovery” claim (Global, 2014-2018). Meanwhile, “energy/alertness” claims follow closely behind with 12 percent growth over the same period.

“In many cases, this means meeting the needs of a mainstream customer base – for example offering convenient on-the-go products or a wider variety of flavors,” he adds.

Of course, sports nutrition is also going to be subject to many of the same trends as the rest of the industry. For example, there will be more launches of products that contain natural, clean-label ingredients, Katterfield explains. 

At AFI, much of the company’s R&D focuses on finding innovative solutions to technical challenges facing manufacturers. For instance, Lacprodan TexturePro was designed to address texture deterioration in bars, which makes them tough to chew over time. 

Whey protein is still commonly seen as “king” because of its nutritional quality, rapid absorption and high content of essential amino acids. Another area where innovative solutions are needed is taste, according to Katterfield. “The unpalatability of whey protein hydrolysate, for example, is a common challenge for sports nutrition brands. We have developed Lacprodan HYDRO.PowerPro as a solution – it’s a 100 percent whey protein hydrolysate which is 50 percent less bitter than comparable products.

The right whey?
Whey protein is still commonly seen as “king” because of its nutritional quality, rapid absorption and high content of essential amino acids. 

Innova Market Insights reports strong growth in sports-related positionings within mainstream food and beverage NPD. A key ingredient in this space,  whey protein saw an average of 39 percent average annual growth between 2014 and 2018.

In sports nutrition circles, whey protein hydrolysates have long been recognized as the best form of protein because they deliver enhanced endurance and help build lean muscle quickly, notes Katterfield. “Whey protein hydrolysate is more readily absorbed than intact whey protein, giving the body quicker access to amino acids and potentially reducing muscle damage. Several studies have shown that athletes can recover from intensive exercise more quickly with whey protein hydrolysate, so it’s a great option for sports or active people,” he adds. 

Casual consumers want easy-to-consume formats
The sports nutrition category has grown and has subsequently attracted more casual consumers. They often see products like protein beverages and bars as a quick and easy way to improve health and provide satiety on the go. “This has made factors such as taste and convenience more important,” Katterfield stresses.

Manufacturers are looking to deliver products that tick every box – convenience, high-quality protein and an enjoyable eating or drinking experience.Manufacturers should, therefore, be looking to deliver products that tick every box – convenience, high-quality protein and an enjoyable eating or drinking experience, says Katterfield. “It’s also increasingly important to be able to respond to other mainstream trends – such as demand for low- or no-sugar products,” he adds. 

A highly competitive space
The sports nutrition market is increasingly competitive as a result of years of strong growth, according to Katterfield. “One of the good things about that is that it’s driving innovation,” he continues. “In a market with more choice, consumers can demand products that taste good, as well as deliver benefits, so our customers are increasingly looking to us to supply proteins that will not impair flavor. Fortunately, proteins from whey generally have a pleasant taste that makes them acceptable to consumers.”

Generally, sports nutrition products used to be aimed at athletes and bodybuilders, but they’re very much in the mainstream now. “Our solutions are aimed at consumers taking part in sports at any level, and many not taking part in sport at all. There’s more choice of format than ever, so it’s also important to offer ingredients for a wide range of applications, including bars, drinks, powders and gels,” he states. 

There is definitely scope for further innovation, stresses Katterfield. “We’re constantly working to identify new opportunities, find solutions to problems and offer our customers potential enhancements.”

“One thing to look out for in future is the emergence of ‘hybrid’ products, which contain both plant and animal proteins. That ‘best of both worlds’ approach has huge potential,” he concludes. 

AFI recently launched several new whey protein solutions in different sports nutrition categories. Lacprodan ISO.Water allows manufacturers to deliver clear protein waters that overcome common problems with taste and mouthfeel. 

For bars, AFI launched Lacprodan ISO.WheyBar – a blend of whey protein isolate and casein that offers an easy way to achieve premium positioning – and Lacprodan TexturePro – a functional hydrolyzed whey protein concentrate that gives bars a superior texture. Meanwhile, Lacprodan SoftBar allows bars to reach up to 37 percent protein content using only dairy proteins, while giving them a pleasant whipped texture, the company notes. 

By Elizabeth Green