Dairy proteins: Influencer-led trends propel demand for transparent, clean and functional ingredients

16 Sep 2020 --- Dairy proteins are enjoying sustained popularity on the market, even in light of the expanding plant-based revolution. Suppliers are highlighting “influencer-led trends” pointing toward potential in plant-based and dairy hybrids, and more opportunities in clean label and organic formulations.

“The consumer trends that we have recently witnessed are varied and range from supply chain transparency, continued demand for convenient on-the-go nutritional formats and increased interest in scientifically proven benefits,” Sarah O’Neill, marketing manager at Carbery, tells NutritionInsight.

“As seen over the last few years, some of these trends are propelled by the number of consumers following sports and nutrition influencers online, and having a greater understanding of nutritional ingredients and their benefits,” she highlights.

When asked about the impact of the plant-based trend upon dairy demand, O’Neill asserts: “We have not experienced any decline in demand for dairy proteins, there is a continued strong demand for both dairy and plant-based protein.”

“There has been a long tradition in Asia of mixing dairy and plant protein – primarily soy – in nutritional supplements. We are now starting to see pea protein and other plant-based protein sources appearing alongside dairy on labels outside of Asia,” she explains.

“In general, we see continued innovation in dairy protein right across all of the sports nutrition categories from powders, bars to ready-to-drink (RTD) applications.”

Naturalness is key in sports nutrition sector
Demand for sports nutrition products with a natural positioning is notably maturing. “In a recent survey, more than four in ten (43 percent) of European consumers said naturalness was an important factor when purchasing high-protein beverages,” says Mads Dyrvig, head of sales development, health and performance nutrition, Arla Foods Ingredients (AFI).

Tapping into this trend is AFI’s launch of the micellar casein isolate (MCI) MicelPure, pegged as one of the supplier’s “biggest developments” for this year.

“It’s been a major milestone because the organic version is both AFI’s  first organic product and the first organic MCI on the market. It’s rich in native protein and helps manufacturers meet demand for organic, natural and functional protein products,” notes Dyrvig.

Demand for sports nutrition products with a natural positioning is notably maturing.Among other innovations leveraging consumers’ appetite for naturality, Eurial Ingredients & Nutrition is highlighting the benefits of GrassFit 80 WPC, a high-quality whey protein concentrate using milk from grass-fed, GMO-free cows.

“High in protein and rich in branched-chain amino acids, it offers texturing, gelling, water retention and emulsifying properties,” says Héloïse Krotoff, marketing officer of Eurial’s ingredients and nutrition division.

Eurial Ingredients & Nutrition is also promoting the product EuriNutri 80 NS. “It’s a native, undenatured milk soluble protein with exceptional nutritional properties, derived directly from milk. Its benefits include good water retention, high digestibility and gelling and foaming properties – perfect in a clean label process,” Krotoff details.

“Rich in branched-chain amino acids, our native whey protein is ideal for sports nutrition, especially for ready-to-mix drinks with our instant version.”

New whey protein functionalities
Another key launch for AFI has been Lacprodan ISO.WaterShake. This new whey protein isolate for ready-to-mix powder products has a clean “water-like taste” and is crystal clear when dissolved in water. 

“[Lacprodan ISO.WaterShake] therefore allows differentiation in the sports powder market, where taste is increasingly important but which is dominated by products that are milky in both appearance and taste profile,” explains Dyrvig.

In terms of research, one area seeing new progress is hydrolyzed whey protein for older consumers looking to stay active for longer. In terms of research, one area seeing new progress is hydrolyzed whey protein for older consumers looking to stay active for longer. AFI’s Lacprodan Hydro.Rebuild is a 100 percent hydrolyzed whey protein that helps sporty consumers meet this benchmark.

“In three separate clinical trials on resistance-trained older women, [Lacprodan Hydro.Rebuild] has been shown to offer significant improvements to muscle mass, strength and mobility. Other benefits include a slimmer waist and reduced body fat,” notes Dyrvig.

In the sports nutrition arena, Carbery specializes in Optipep 4Power – a hydrolyzed whey protein that, when taken before a high-intensity workout, helps athletes produce and sustain more power compared to whey protein concentrate.

“This is a potential game-changer for brands providing targeted nutritional solutions to consumers participating in sports such as CrossFit, field sports, sprinting and combat sports,” says O’Neill.

“Our clinical study revealed a greater training-induced increase in Wingate mean power output, indicating a greater capacity for power generation over the length of the sprint,” she adds. “The study also revealed a marked improvement in fatigue index indicating a greater capacity for sustaining high intensity exercise performance in the Optipep 4Power group.”

Ethical dairy leads 
Sustainability is an increasing focus for consumers, with “The Sustain Domain” being pegged by Innova Market Insights as a top trend expected to influence F&B NPD this year and beyond. “[Consumers] expect the industry to take responsibility for producing food in environmentally friendly ways and with minimum waste of resources,” remarks Dyrvig at AFI.

Upcycling has been touted as the “new recycling” within the Sustain Domain trend. “AFI is built on the principle that it’s possible to create value from materials that would once have been wasted as a by-product of cheese production,” says Dyrvig.

“Combining this ‘circular’ philosophy of utilizing every single component from the milk with a commitment to quality requires strong collaboration at every stage of our supply chain.”

Mono manure fermentation is a process in which cow manure is fermented without co-products, cutting greenhouse gas emissions.Dutch dairy supplier FrieslandCampina Ingredients oversees a JumpStart program that involves mono manure fermentation – a process in which cow manure is fermented without co-products, cutting greenhouse gas emissions while allowing farmers to generate extra income from renewable energy. Last year, 24.5 percent of the electricity in the company’s supply chain came from its own farms. 

“The results from that program show that a single fermenter can provide enough renewable energy to fuel 300 homes and reduce ammonia and methane emissions by 50 percent and 80 percent, respectively,” highlights Vicky Davies, global marketing director of performance, active and medical nutrition at FrieslandCampina Ingredients.

“We also support [farmers] with energy consumption – our estimations suggest that if farmers cut their energy consumption by half, their footprint will be reduced by 3 percent per kg of milk. We provide opportunities for farmers to adopt a more circular approach by generating renewable energy via solar, wind or manure, which can be used elsewhere in the supply chain.”

Carbery ensures that all milk that enters its plant in Ballineen, Ireland, is sustainably certified through the Bord Bia Sustainable Dairy Assurance Scheme (SDAS). “At our plant we have invested substantially on energy efficiency and heat transfer over the past decade and this has dramatically reduced our carbon footprint,” says O’Neill.

“In tandem with the carbon saving measures, we have implemented ISO 50001 to ensure we have the best in class approach to energy conservation. The Ballineen plant has also developed extensive water conservation activities especially through the ‘Every Drop Counts’ project which is saving 1.4 million liters of water daily.”

Other sustainability practices at Carbery include sustainable procurement, a waste avoidance program and a series of biodiversity initiatives including the provision of trees to all its farmer suppliers and staff.

Moving forward, industry’s blanket ambitions targeting climate neutrality will require more of such planet-forward strategies spanning across global supply chains.

By Benjamin Ferrer