“Game-changing” performance proteins branch into cognitive support and immunity-boosting formats

08 Dec 2020 --- Protein has a historical association with muscle building and weight management, but it is branching out to encompass other health and wellness benchmarks such as immunity and cognitive support. NutritionInsight speaks to players active within this space, which now includes clear beverage and lactose-free formats.

Within performance protein launches, FrieslandCampina is showcasing its high concentration protein gel application for sports nutrition brands. “It opens up so many opportunities, we feel it could be a real game-changer,” says Floris Daamen, segment marketing manager performance nutrition.

“Formulated with Nutri Whey Isolate Clear, it not only provides up to 15 percent protein content in a small, convenient portion, but enables unique flexibility in the end product’s format – from squeezable pouches to spoonable pots,” he highlights.

Agropur’s latest protein ingredients for performance nutrition target clear beverages, rapid absorption and lactose removal.The concept is said to “align perfectly” with many trends dominating the sports nutrition market, including single-serve and snackification, consumption on-the-go and compacting – with one serving able to supply the same amount of premium quality protein as a 500 ml RTD beverage.

Proteins for clear and lactose-free applications
Agropur’s latest protein ingredients for performance nutrition target clear beverages, rapid absorption and lactose removal.

“First, Agropur designed an acid-stable protein that has no off-flavors and can be formulated into clear acidic beverages for performance nutrition,” details Anand Rao, vice president of ingredient innovation at Agropur.

“High phosphorus can have a negative impact on mineral balance and kidney functionality. This protein is designed to have very low phosphorus content compared to other acid-stable whey proteins available in the market.”

The second protein designed by Agropur is a lactose-free whey protein concentrate. “Today, almost all performance protein supplements made with whey protein concentrate will contain some amount of lactose,” Rao details.

“If athletes are trying to either reduce their sugar intake or eliminate lactose from the diet, they don’t have many choices. Our ingredient will provide the nutrition of whey proteins while eliminating lactose from the formulations.”

Brain- and immunity-boosting proteins
Glanbia Nutritionals recently launched a protein that boosts the immune system while promoting healthy brain functions. It is targeted toward toddlers, children and maternal health.

“NeoShield is a concentrated whey protein produced using our selective transfer membrane system, which concentrates whey components such as milk fat globule membrane (MFGM) phospholipids, Lactoferrin and immunoglobulins,” details Mayuresh Bedekar, director product strategy – bioactives, at Glanbia.

“NeoShield is ideal for ready-to-mix powders to add to the consumers’ choice of beverages including water, milk or milk alternatives, yogurt and juice.”

Applications that incorporate a heat step before consumption are not always available to high-protein solutions. To meet this end, Glanbia created ProTherma – a hydrolyzed whey protein developed specifically for ready-to-mix formats that consumers may heat themselves like an instant coffee or hot chocolate.

“From Japan and Brazil to the US and Europe, brands have incorporated ProTherma into protein-fortified ready-to-mix beverages for a hot twist on protein-fortification,” Bedekar highlights.

Variances in regional preferences
“The market for functional food and beverages for the toddler and maternal health categories is something we are excited about particularly in the US and Europe,” notes Bedekar at Glanbia.

Glanbia Nutritionals recently launched a protein that boosts the immune system while promoting healthy brain functions.Meanwhile, maternal and toddler health remains an established category in the Asia Pacific region, where for many years RTD toddler milks and maternal supplements are standard. 

Bedekar expects to see a more dynamic market, particularly in North America, especially in expanded options for prenatal health and the growth of fortified toddler foods and beverages.

“Products that support immunity and cognition top both consumer desires and new product launches [in this region].”

Evolving market dynamics
Performance nutrition is a rapidly evolving market and the sports nutrition market is extending into new consumer bases. 

“Alongside a core of performance and endurance athletes, everyday gym-goers are now looking to sports nutrition to support their active, health-orientated lifestyles,” details Daaman at FrieslandCampina.

There is a strong growth in sports-related positionings within mainstream food and beverage NPD, he notes. “Globally, six out of ten consumers state that they are more conscious about their overall health and well-being as a result of COVID-19.”

Immunity has no doubt become more of a buzzword this year as COVID-19 amplified anxieties. Innova Market Insights recently pegged “In Tune with Immune” as a Top Trend for 2021 expected to sustain interest in new F&B and supplements innovations.

Meanwhile, Innova Market Insights’ “Tailored to Fit” trend creates an opportunity for brand owners to target consumers with specialized, differentiated offerings to meet their personal needs. 

“Women, for example, account for an increasing proportion of the performance nutrition market, but are lacking products tailored to them,” Daaman underscores. 

“Their priorities are shifting from purely weight management to improving strength (37 percent), increasing lean muscle mass market (32 percent) and boosting cognitive health (41 percent).”

While health performance is a key target of functional proteins, novel protein formulations are also targeting flavor benchmarks. 

Ocean Spray has recently partnered with Amai Proteins to roll out a cranberry juice that features a “hyper-sweet” designer protein that is marketed as “thousands of times sweeter than sugar.” 

By Benjamin Ferrer