Performance proteins transition into mainstream nutrition for an active lifestyle

Industry experts emphasize that performance proteins are no longer confined to athletes. They say protein-rich products are shifting from specialized sports nutrition to “everyday nutrition essentials” to help people maintain an active lifestyle. While consumers demand taste, texture, and nutritional value, nutrition companies are also innovating with new formats and expanding protein science. 

Nutrition Insight discusses a growing demand for plant-based alternatives, research advances, and innovations for performance and taste with Valio, Cosun Protein, and FrieslandCampina Ingredients. 

Linda Pietilä, business development manager at Valio, underscores that protein is becoming a foundational nutrient for everyone. 

“Performance protein products have become a part of everyday nutrition, and they are widely consumed by a broad spectrum of people — from serious athletes to busy professionals looking for convenient nutrition and older adults focused on maintaining muscle mass and overall health.” 

She explains that adequate protein intake supports muscle health, metabolic health, and satiety, making it “just as important” for older adults or people with a moderately active lifestyle as it is for elite athletes.

Ricky van Beers, technical sales manager at Cosun Protein, notes a growing demand for entirely plant-based products. However, he says consumers’ main priorities are still taste, texture, and nutritional value.

“It’s not easy for consumers to switch to another type of product when they are focused on performance, mostly because there is doubt that plant-based proteins can offer the same nutritional value as their animal-based counterparts.” 

Another trend Van Beers observes is the rise of hybrid protein products, which combine plant and animal sources. “This approach allows brands to lower their environmental footprint without compromising, offering the best of both worlds.” 

Mainstream protein market

Vicky Davies, global senior marketing director in Performance, Active & Medical Nutrition at FrieslandCampina Ingredients, says the principle that “everybody needs protein” is shaping the performance protein market. 

“Where attention was exclusively focused on hardcore fitness enthusiasts, the segment is now expanding to cater to consumers of all ages and fitness levels looking to incorporate more protein in their diet. And they are hungry for more of this essential macro.”

Innova Market Insights data shows a rising trend in sports nutrition product launches featuring protein like whey protein isolate and concentrate.“This broadening of the ‘fitness-first’ club has given rise to trends like ‘round the clock protein’ and ‘protein plus,’ designed to help shoppers max out their macros in a fun, convenient way that aligns with their lifestyle. For some examples, think of interesting new formats like protein coffees, low-carb, high-protein cereals, and even protein-infused waters.” 

Davies notes that high-quality protein sources are crucial to turn trending concepts into real products. Performance nutrition brands need ingredients that “bring the power” and can be easily adapted in multiple formats. 

She highlights casein protein as an example, as its slow-digesting properties help support prolonged muscle recovery, especially overnight. “This opens the door for novel formats like pre-bed protein drinks with added sleep benefits or after-dinner, protein-rich desserts.” 

Healthy aging support

Valio’s Pietilä points to a demographic change as one of the major drivers of this trend, particularly the growing population of senior citizens looking for healthy aging solutions to support muscle health in an active lifestyle. 

“Maintaining muscle mass and strength becomes more challenging with age, making high-quality, easily digestible protein essential for healthy aging.”

Dr. Anu Turpeinen, senior research scientist at Valio, highlights a recent clinical study in this space. “We saw significant improvements in balance and physical performance in elderly women who consumed dairy products rich in partially hydrolyzed protein and milk fat globule membrane (MFGM). What was noteworthy is that benefits were seen without additional exercise.”

Pietilä adds: “Moreover, performance is no longer defined solely by physical strength or endurance. Cognitive and mental performance are increasingly important and valued in today’s fast-paced lifestyles.” 

Pietilä says performance proteins are part of everyday nutrition and consumed by consumers of different ages and activity levels.She says this opens new opportunities to formulate products with ingredients like the company’s Valio Nutri F+. This solution is high in protein and contains phospholipids that support brain health and cognitive function.

Taste and texture

In the expanding protein market, Pietilä stresses that products must deliver a satisfying sensory experience to drive repeat purchases. 

“While functionality and nutritional value remain critical, the quality, pleasant flavor, and enjoyable mouthfeel of protein products have become essential differentiators.” 

She says Valio’s protein product portfolio supports manufacturers in meeting the growing consumer demand for high-protein, excellent-tasting snacks. 

“Our latest launch, Valio Eila MPC 65, adds milk’s natural whey and casein proteins and amino acids into the product,” details Pietilä. “It helps keep the ingredient lists short, as it doesn’t require anything extra to hide its natural, milky flavor. The result is a nutritious, high-protein drink or pudding with an excellent taste, just like a regular snack.” 

Moreover, the Valio experts note that this is the only lactose-free milk protein concentrate (MPC) on the market, which taps into the growing trend of digestive comfort. 

Turpeinen highlights Valio’s patented production method with filtration for lactose-free milk proteins, which enables products with as low as 0.01% lactose.

“Food manufacturers can help ease the gastrointestinal discomfort endured by consumers by reducing the lactose content in their dairy products.” 

Cosun Protein underscores that healthy, sustainable, and ethical products that do not sacrifice flavor have the best chance of success.She says this technology helps brands create better-tasting products with an unchanged milk mineral composition. “The taste of fresh milk is the base for all good-tasting products. Valio uses lactose-free technology to remove the lactose from the milk, and that’s how the natural, fresh milk taste remains in the milk powder.”

Plant-based innovations

According to Van Beers, taste and texture are among the most significant factors limiting growth. He says that with Cosun Protein’s Tendra fava bean protein isolate, “we’re entering a new era.” 

“Not only does Tendra have the most neutral taste for a plant-based protein as possible, but Tendra also adds functional benefits such as high solubility and excellent emulsification properties. We believe that products that are healthy, sustainable, and ethical — but which do not sacrifice flavor — have the best chance of success on the supermarket shelf.” 

He adds that Cosun Protein has recently deepened its understanding of plant proteins, with new insights into the positive impact of processing steps on protein quality and functionality. 

“Additionally, advancements in cultivation techniques and the development of different plant varieties have further enhanced our knowledge. We are better equipped to apply these proteins in various applications, such as ultra-high temperature treatments and ready-to-drink concepts.” 

In addition, Van Beers says that research has highlighted the potential of plant proteins in sports nutrition. “We have discovered how specific formulations can enhance performance and recovery, making plant-based proteins a viable alternative to traditional animal-based proteins.”

Casein protein science

Davies from FrieslandCampina Ingredients also highlights how research has advanced the company’s understanding of protein science, specifically regarding athletic performance and product development. 

Research finds that pre-sleep casein protein consumption boosted overnight muscle protein synthesis and stimulated myofibrillar and mitochondrial proteins.“An especially exciting area of focus has been the benefits of pre-sleep ingestion, especially in the case of casein protein.” 

“The scientific community is already aware that consuming casein protein before sleep can aid muscle protein synthesis after resistance exercise,” she details. “Unlike fast-digesting whey protein, casein offers a sustained release of amino acids, promoting prolonged muscle protein synthesis.” 

Moreover, Davies highlights that research supports casein’s benefits in muscle health at night. Studies have shown that the protein can stimulate higher levels of muscle protein synthesis over a six-hour period compared to whey, making it ideal for overnight muscle recovery and endurance athletes.

New research is revealing a broader potential for casein proteins in endurance exercise. “A study by FrieslandCampina Ingredients and Maastricht University (the Netherlands) specifically investigated the effects of pre-sleep protein ingestion on endurance athletes, and how whey and casein might differ in their benefits.” 

In this study, 36 healthy young men performed an intense evening cycling session. Before bed, they consumed either 45 g of whey protein (NutriWhey 800F), 45 g of casein protein (Refit MCI 88), or a placebo. 

Davies says the results showed that pre-sleep protein consumption, compared to the placebo, boosted overnight muscle protein synthesis and stimulated both myofibrillar proteins, essential for muscle structure, and mitochondrial proteins, vital for energy production. 

In addition to ingredient testing, FrieslandCampina Ingredients analyzes how different applications can impact performance. 

“For example, we recently carried out a study on women who consumed a high-protein bar and drink made with our casein protein and whey protein ingredients,” details Davies. “The bar triggered a plasma amino acid response comparable to that of the nutritionally identical shake, challenging the long-held belief that shakes are better for athletes than bars.”