Dairy ingredients in top demand for overall health and wellness amid COVID-19, experts say

07 May 2020 --- With the importance of immunity becoming more pronounced in light of the COVID-19 outbreak, dairy players are spotlighting how overall health and wellness can be bolstered by their products – including lactoferrin – which are seeing increasing demand. NutritionInsight speaks to experts within the dairy ingredients segment who note that despite the pandemic’s impact, the sector is going strong, with cutting-edge NPD imminent. Moreover, as consumers are confined in their homes, sports nutrition is changing and this provides ample opportunity for innovation.

“As a whole, the global dairy industry remains strong despite the impact of COVID-19. Like any industry, currently there are challenges to overcome. Nonetheless, food and nutrition remain a priority, and we are ensuring we play our role in continuing to provide dairy nutrition to the world as efficiently as possible. There are plenty of unknowns as we push ahead, no one knows for sure how long this situation will continue for, so it is important we continue to monitor, learn and adapt and play our role in supporting the global dairy industry as well as the communities we touch,” notes Rob Lilly, Head of Global Marketing & Communications, Sports & Active Lifestyle at Fonterra.

“Nutrition in general continues to remain fundamental to overall wellbeing. If anything, consumers are even more conscious of their health and wellbeing during the pandemic, and as a result are mindful of ensuring they are consuming good nutrition in the form of foods, snacks, beverages and supplements to remain healthy and boost their immune system,” Lilly adds.

Joe Katterfield, Sales Development Manager for Sports Nutrition and Health Foods, Arla Foods Ingredients.The crisis is challenging the dairy sector in ways never before experienced, including giving it a larger moral responsibility. After protecting safety, the sector’s most important role is to ensure continuity in the food chain, and it’s one to take very seriously, according to Joe Katterfield, Sales Development Manager for Sports Nutrition and Health Foods, Arla Foods Ingredients.

“With a main mission to feed the population, the dairy sector is present and active during the pandemic. Since mid-March, we noticed an increase in the sales of milk-in-bottle. Moreover, we have a high demand for our bioactive proferrin to support immunity. Numerous scientific studies have shown the positive action of bovine lactoferrin on the immune system by enhancing both innate and adaptive response. Lactoferrin also allows the immune system to return faster to a balanced state after an infection,” notes Elsa Trotier, Product Manager, Health and Nutrition at Ingredia.

COVID-19’s impact on sports nutrition
Due to the COVID-19 situation, personalization of sports nutrition has increased, as gyms around the world are closed and sporting gatherings are banned. Active people are searching for ways to adapt to this new environment, while ensuring they meet their nutrition needs. This could create an opportunity for brand owners within the sports nutrition sector to target consumers with more specialized and differentiated offerings to meet their personal needs, says Vicky Davies, Global Marketing Director, Performance & Active Nutrition at FrieslandCampina Ingredients.

“Active people are searching for ways to keep their active lifestyle. By consuming the right protein-based performance products in combination with a healthy diet and the right exercises, people are able to maintain their healthy lifestyle,” Davies adds.

“The demand for dairy remains strong as our customers continue to deliver on their consumers wants and needs during the pandemic, specifically addressing areas such as physical performance as people remain active, and mental wellbeing as people adjust to the realities of more confined working and living environments,” Lilly explains.

Niki Kennedy, Strategic Insights & Analytics Manager, at Glanbia NutritionalsNiki Kennedy, Strategic Insights & Analytics Manager, at Glanbia Nutritionals, notes that according to a Glanbia-endorsed US consumer survey, consumers continue to exercise at about the same rate as they did pre-COVID-19. 

“While gym-going has obviously declined, our survey showed nearly two in three US consumers are exercising at home and just under 40 percent of consumers are exercising outside, with many consumers doing both. So the need for active nutrition continues to be a fixture in people’s lives. We have also found that during this time, consumers have become more interested in immunity supplements, a trend we are seeing globally,” Kennedy confirms.

New launches and trends
In a fast-growing, and increasingly diverse and crowded market, it has become vital to anticipate the most influential consumer drivers and quickly develop products that respond to them. At the same time, offering variety and ensuring optimal taste are key to securing repeat purchase and brand loyalty, according to Davies.

Recently FrieslandCampina Ingredients unveiled a new high concentration clear protein gel concept that “could be a game-changer” for sports nutrition brands. Formulated with the company’s Nutri Whey Isolate Clear, the application provides up to 15 percent protein content in a small, convenient portion and enables unique flexibility in the end product’s format – from squeezable pouches to spoonable pots. 

Meanwhile, Fonterra, is currently exploring the development of protein ingredients with further improved functionality attributes, including solubility, dispersibility and taste. “Our aim is to continue to provide food and beverage manufacturers with the best performing ingredients possible for them to formulate consumer offerings with,” says Lilly.

Fonterra is also looking to launch some new ingredient innovations in the latter part of this year aimed at supporting our customers in recovery as the world emerges out of this current crisis.“Protein is fundamental for aiding physical performance, and dairy is one of the highest quality forms of protein available making it ideally suited for supporting achievement of performance goals. In addition to protein, we are also innovating in the area of dairy phospholipids, specialty ingredients with emerging evidence supporting their positive impact on mental wellbeing, as well as physical performance in the areas of anti-inflammation and muscle recovery,” he adds.

Fonterra is also looking to launch some new ingredient innovations in the latter part of this year aimed at supporting our customers in recovery as the world emerges out of this current crisis, Lilly notes.

European and US active nutrition consumers continue to find whey protein to be the most widely appealing source of protein, according to Kennedy. For premium, natural-seeking sports nutrition consumers, grass-fed protein has received a lot of attention coupled with successful retail products launched. 

“Aligned with attributes valued by premium consumers, such as traceability, sustainability, and high quality, over 40 percent of UK consumers find a grass-fed claim appealing, jumping to 48 percent of US consumers. Glanbia Nutritionals offers a Truly Grass Fed dairy protein product line to meet this growing demand in the market,” Kennedy says.

As the pandemic continues its unencumbered march, the nutrition sector is looking to meet consumers demands for immunity and overall well being, allowing space for further innovation.

By Kristiana Lalou