Biofach 2024 live: Prolactal hones in on premium nutrition solutions and on-the-go convenience

15 Feb 2024 --- Austria-based whey producer Prolactal showcased lactose-free whey powders and on-the-go convenient formats at Biofach 2024, Nuremberg, Germany. We sit down with the company’s market segment manager, Shan Mahmood, to discuss the market positioning of their whey powders and how that meets consumer’s current needs.

“This year, in 2024, we are bringing premium nutrition solutions for our customers and the market. We are bringing the solutions which today’s consumers but also tomorrow’s consumers are demanding,” Mahmood tells Nutrition Insight.

“In the past we worked with dairy proteins, milk proteins and whey proteins. We have been giving all of these in different solutions to our consumers, but now, going forward, we bring more than that. We add value by bringing more innovation into that with our premium nutrition solutions.”

Lactose-free powders
Prolactal’s core business is the fractionation of milk and whey into its various high-end components. The company is showcasing its lactose-free formulas at the trade show and its other key products are whey and milk powder, demineralized whey, whey concentrate and casein from organic cow and goat milk.

“One of the innovations is our lactose-free powders. In that you get the lactose-free in the proteins and the milk powders. This is one of the latest ones that we are bringing into the market,” Mahmood says.Shan Mahmood, market segment manager, Prolactal.

“In the past we have had the focus globally but mainly into the Asian market. Product wise, we’re reaching out to the consumers, who would have the share of the market in 30 years — who would have the purchasing power.”

Prolactal has an export share of more than 95% supplying customers in about 35 countries across Asia-Pacific, Western Europe, the Middle East and has a strong position in China.

Changing market dynamics
Prolactal is committed to meeting the consumer where their mindset is and, at present, that means products should look clean and have a transparent ingredient profile and is versatile in its application.  

“For instance on-the-go product convenience is very important together with if it is quality, if it’s regional or whether it’s premium. In addition, the price has to be worthwhile for them as well. It should not always be cheaper but if the consumer feels that this product is worth it, then they would like to have it,” says Mahmood.

Consumers are hyper-focused on healthy living, which has to be factored into current product offerings. “They’re moving toward the wellness and health aspects of the products. But at the same time, with the economic crisis and its constraints, they are also looking for solutions which they can afford,” he explains.

“That’s where we are working on solutions which are not just trendy and what the market is looking for, but also what the market can afford.”

Another important product innovation factor is the aging population, specifically in the West. Protein shakes are an ideal format to meet this growing demand that boosts wellness for the senior population.

“Giving them nutrients like proteins is important. It fulfills their needs and should have good taste,” Mahmood concludes.

By Inga de Jong