Dairy-based performance industry pegs emerging consumer groups, gut-muscle axis and protein demand

26 May 2022 --- As the active nutrition sector proliferates, consumers seek performance products containing high-protein levels, such as dairy. NutritionInsight speaks with industry experts who address the potential of dairy-based ingredients for consumers of all ages, gut-muscle axis function and on-the-go delivery formats, including protein bars.

“Within the dairy for performance industry, formats that suit diverse types of consumers are key, such as easy-to-consume products that serve both busy athletes and older individuals who often prefer nutrient-dense foods that are compatible with smaller appetites, says Katie Verlaan, global marketing lead of muscle and mobility at FrieslandCampina Ingredients.

“Protein bars are one of the most popular formats for dairy performance snacks, with the global market for protein bars estimated to be valued at US$7.03 billion by 2027,” she explains. “As demand increases, manufacturers look to taste and texture to differentiate themselves.”

Variety of formats
Taste and texture are important, as more lifestyle consumers are less likely to compromise on performance over enjoyment, she explains.

The demand for dairy-based products that support the gut is driven by active individuals looking for products that can provide multiple health and performance benefits.Glanbia Nutritionals also gives insight into the versatility of dairy-based products for active nutrition. “One reason for dairy’s popularity is the variety of formats products can be delivered in,” says Sonja Matthews, senior manager, strategic insights EMEA and ASPAC at Glanbia Nutritionals.

“For performance nutrition consumers, dairy products that are spoonable or drinkable, such as yogurts or shakes, are emerging as a popular choice due to the ease of consumption and varying flavors,” she details.

Furthermore, their benefits include building a healthy gut microbiome, offering both immune system and mental health benefits and enabling greater muscle growth and repair. Matthews explains, “Due to its low sugar content, dairy is becoming increasingly popular in day-to-day healthy snacking products, such as bars or meal replacement drinks.”

Protein remains a key ingredient
Protein is one of the top ingredients active consumers want to add to their diets, explains Mike Medina, category marketing director, specialized nutrition, dairy and private label at ADM.

According to FrieslandCampina Ingredients, dairy remains one of the most popular ingredients for performance products, particularly regarding high protein formulations.

“The global whey protein market was estimated to be worth US$10.26 billion in 2021 and will continue to grow as consumers gravitate toward products that support their overall health,” says Verlaan.

Elisa Glover, nutrition specialist at Volac International, also acknowledges that protein is a mainstay ingredient within the active nutrition and performance space: “Dairy-based sports nutrition is ideal for post-exercise recovery, due to the high quality of dairy protein. The essential amino acid content and digestibility of a protein source determine its quality.”

“Furthermore, dairy protein, especially whey, is high in the essential amino acid leucine. Leucine level is the key signal for stimulating protein synthesis inside the muscle cell,” she details. 

“More dairy-focused formats like high-protein yogurts and ice cream and milk protein drinks are increasingly attracting consumer attention,” Medina adds. “Additionally, active nutrition consumers find various protein sources appealing, with milk protein closely following whey and plant proteins as the most popular.”

Dairy alternatives enter space
Dairy alternatives are also gaining momentum in this space. “We’re seeing creamy protein shakes using plant protein sources of oat, almond, coconut, pea, rice and hemp becoming a strong offering within this segment,” he says.

Glanbia notes that protein-fortified snacks remain popular as the dairy for performance category continues to grow (Credit: Glanbia). “As whey protein is high in essential amino acids and digestible, it provides an efficient source of protein for these applications,” adds Glover.

Regarding the quantity of protein needed, she says: “It is generally recommended that at least 20 g of high-quality protein is consumed after intense or prolonged exercise to support the increase in post-exercise muscle protein synthesis.”

Future outlook: Consumer groups and delivery formats
Considering what to expect soon, Medina adds: “Dairy-based performance products of the future will have the flexibility to appeal to consumers of all ages, from youthful athletes to active seniors.”

Echoing this statement, Innova Market Insights details: “Performance products are no longer limited to athletes, but are targeting all active consumers.”

With higher levels of health awareness and more people exercising regularly, dairy-based sports nutrition NPD will continue to be presented with a range of different customer groups to target, notes Verlaan.

“From casual gym-goers who are looking to increase their protein intake to older consumers looking for products that can help them stay fit and healthy as they age, developing trends signify enormous potential for brands to tap into these growing markets with on-the-go and effective dairy performance products.”

Eyeing emerging markets
Medina also gives insight into an emerging consumer group: “A sector to keep a particularly close eye on is the personalized nutrition category for children.”

“Tasty functional dairy applications that incorporate prebiotics, probiotics or postbiotics, plant protein blends, and exciting flavors and colors will capture parents’ attention in the store aisle.”

“There has been a recent shift to snacks that deliver on indulgence and health, such as protein cookies, brownies and cakes,” details Matthews.

Role of the gut in muscle formation and strength
Verlaan explains that different trends emerge within the dairy for the performance category itself. “One key trend is the growing appetite for gut health products, with the market expecting to grow to US$71.95 billion in 2027,” she says.

“The rising interest in dairy-based gut health supplements for performance is also driven by the growing understanding of the link between gut health and athletic performance. Studies have shed light on the correlation between gut microbiota, muscle function, athletic performance and body composition.”

According to Volac, endurance exercise has become increasingly popular and protein intake supports adaptations to cycling, running or swimming.Medina adds that consumers’ awareness of the gut microbiome’s foundational role in overall wellness aligns with the sports and active nutrition trend.

“Spore-forming probiotics and postbiotics, in particular, are easily incorporated into smoothies, yogurts, coffee creamers and flavored milk due to their ability to survive harsh processing conditions like pasteurization,” he says.

“For instance, the heat-treated version of our BPL1 (Bifidobacterium animalis subsp. lactis CECT 8145) and our spore-forming strain, DE111 (Bacillus subtilis DE111), are solutions to spur innovation in the dairy for performance space since they can withstand different formulation environments.”

“With up to 86% of athletes suffering from gastrointestinal issues, regular consumption of gut health products such as prebiotics can aid their performance and overall well-being, which further influences demand,” Verlaan explains.

She adds, “Dairy is a versatile ingredient that can be transformed into everything from protein-fortified drinks to prebiotic-rich supplements, like our dairy-derived gut health ingredient Biotis GOS.”

Clean label, nutrient density and taste
Regarding the ‘clean label’ trend, dairy-based products are proving more popular than plant-based options as they boast a simple ingredient list while maintaining the benefits of calcium and vitamin D, Matthews explains.

“In comparison, non-dairy products can contain between eight to 12 ingredients, including salt, sugar and stabilizers, which steers consumers away due to negative connotations.”

FrieslandCampina Ingredients also highlights the various nutrients that dairy-based nutrition offers: “Dairy remains a popular choice in sports nutrition because it is a well-researched and well-established ingredient with diverse nutrients. From calcium to protein to vitamin C and D, dairy’s nutritional profile and clean taste suit various formulations,” says Verlaan.

Taste, texture and naturality also play a role in dairy for performance products. Medina explains that: “Along with helping formulators enhance their products with creamier textures, we also tap our expansive color and flavor portfolios for a full sensory experience.”

“Our color and flavor solutions are derived from natural sources, including botanicals, fruits and vegetables, bringing tasty offerings to the dairy arena,” he explains. “For instance, our PearlEdge line of proprietary white color solutions provides stable and uniform white coloring across dairy and dairy alternatives.”

By Nicole Kerr