Performance proteins: Industry highlights consumer interest in plant-based options for holistic health

17 Aug 2023 --- While protein continues to be a key ingredient in active and specialized nutrition categories, products are expanding into new consumer groups, benefiting from a growing interest in holistic health. Innovative product formats and diversification of protein sources, including plant-based alternatives, are further changing the sector.

Nutrition Insight sits down with professionals from FrieslandCampina Ingredients, ADM and Sensient Flavors & Extracts to discuss the latest protein developments. 

“The performance protein space has grown a lot over the past decade – and the primary trend driving this has been an increased consumer interest in health-consciousness,” says Vicky Davies, global marketing director of performance and active nutrition at FrieslandCampina Ingredients. 

“Previously, performance proteins were reserved for the most dedicated fitness enthusiasts looking to enhance their athletic performance. But now, performance protein consumers include diverse consumers looking to improve their holistic health.” 

Mike Medina, category marketing director of specialized nutrition and dairy at ADM, adds that many consumers are particularly interested in finding diverse high-protein options. 

“This prompts brands to incorporate a greater variety of protein ingredients from plant-based sources like soy and pea in addition to traditional whey protein, into active and specialized nutrition offerings to support consumers with their goals for performance, muscle building, endurance and recovery.” 

“Globally, improved taste and texture is also a top three motivator for 54% of consumers choosing plant-based products in specialized nutrition categories.”

Consumers looking to improve holistic health are increasingly interested in performance protein.“Protein-plus” products  
Davies notes that consumers’ focus on total mind-and-body wellness has influenced other trends in the performance protein space.

“We’re seeing a growing interest in the ‘protein plus’ trend, or consumers increasingly looking for protein products that offer multiple or combined benefits.”

“I think we’ll increasingly see products on the market that combine traditional protein products with other beneficial ingredients, like gut health ingredients, to support consumers who suffer from gastro-intestinal issues while contributing to muscle mass.”  

Medina shares insights from ADM consumer research, indicating that 50% of global plant-forward consumers are interested in plant protein sources with additional health benefits. In comparison, 44% also expressed a desire for plant-based products with enhanced nutritional profiles. 

“This drive for proactive, holistic wellness support presents an opportunity for active nutrition and performance brands to improve the nutrient density and ingredient diversity of their product offerings, leaning into a wider range of protein options and functional ingredients.” 

“Particularly, when considering specialized nutrition products, global plant-forward consumers noted they wanted to consume plant-based products to build muscle (49%), improve overall health (45%), help maintain weight (45%), support their immune system (43%) and strengthen mental cognition (42%).”

Shift to plant-based alternatives 
Shivangi Patel, application technologist II at Sensient Flavors & Extracts, has seen a dramatic shift toward plant-based protein from its customers offering products for individuals across the dietary spectrum. This includes vegan and vegetarian diets and people looking to make small shifts to be more environmentally conscientious. 

“There is a clear interest in non-dairy plant protein as consumers seek out options that are more environmentally-friendly. Acceptance of incorporating plant-based items into one’s diet is gaining traction in many categories.”

Plant-based protein is popular but faces challenges in taste and texture (Image credit: Sensient Flavors & Extracts).However, despite this growing acceptance, Patel highlights several challenges for plant-based proteins. 

“Unlike complete animal proteins, plant-based proteins require the addition of another food ingredient to make it complete. For example, whole grain rice and lentils, whole grains and nuts, beans and nuts, or beans and rice.” 

She adds that maintaining the nutritious components of the plant protein can be challenging due to the processing it undergoes such as heating, soaking and fermentation. 

Overcoming taste and texture 
Taste, texture and mouthfeel are additional challenges to make plant-based proteins as palatable as their animal-based counterparts, highlights Patel. Plant proteins may have “beany, powdery, chalky and bitter notes.”

“Whey protein was recognized for years as the gold standard paired with natural and artificial flavors. An artificial sweetener was also added to give the whey protein its appeal. There’s a new approach to plant-based proteins to deliver quality by opting for natural flavors and sweeteners from stevia and monk fruit.” 

Davies also says that to gain the loyalty of consumers, brands will need to provide them with a consumption experience that doesn’t compromise on taste or texture.  

“Flavor masking and creating a smooth and palatable texture while also providing a nutritional profile comparable to animal proteins will keep consumers coming back for more.”  

While plant-based proteins will likely become more in demand over the coming years, demand for animal-based proteins will still grow, foresees Davies. 

“Dairy has a long reputation as the gold standard in performance protein and is an important part of a balanced and nutritious diet. Leveraging plant and dairy proteins in the performance portfolio will help brands attract and retain consumers.” 

There is a potential for new protein product formats.Creative new product formats 
Although protein bars and drinks remain the most popular product format, the experts see the potential to develop creative products that provide both nutrition and convenience. Brands are building more diverse and tailored designs beyond simple offerings with one-flavor notes. 

Patel stresses that products must be easily transportable and ready for consumption to become a part of consumers’ busy routines. 

“We have seen consumers seeking convenience through bars, ready-to-drink beverages, beverage powders, gummies, protein shots and more. We have also noticed a departure from milkshake-style products as consumers gravitate toward enhanced water options.” 

“As consumers customize their diets, they seek versatile uses for their protein products. This has contributed to a growing space with protein powder recipes shared online and across social media, including overnight oats, pancakes, chicken dishes and dips.”

While ADM’s Medina sees an increasing interest in powdered options, he also recognizes a growing consumer interest in dairy-focused formats, such as high-protein yogurts, protein ice cream and milk protein drinks. “For example, creamy protein shakes using plant protein sources of oat, almond, coconut, pea, rice and hemp.” 

“We also see great growth potential for active and specialized nutrition brands to combine various functional ingredients, such as protein, fiber, biotics, botanicals, electrolytes, vitamins and minerals, into one food, beverage or dietary supplement.” 

Medina suggests that by combining ingredients into a single offering, brands can support consumers in targeting multiple wellness attributes, including added protein content, hydration, gut and metabolic health support, immune function and more.

Patel sees growing consumer interest in unique flavors (Image credit: Sensient Flavors & Extracts).Product diversification 
Davies from FrieslandCampina Ingredients expects a diversification of protein products to unfold in the next five years. 

“While whey, arguably, is the most popular ingredient in performance proteins, I think we’ll see a wider array of protein types take up market share as new technologies appear and demand for a more diverse protein portfolio continues.”  

“Precision fermentation will become an important technique in this space, opening up new avenues for protein innovation.” 

Medina highlights that ADM consumer research indicates “43% of global plant-forward consumers say it’s healthier to get protein from various sources. At the same time, 61% of US plant-based consumers found it appealing to have a blend of proteins in their favorite plant-based alternatives.” 

Regarding unique flavors, Patel sees a growing consumer interest in flavors beyond the traditional chocolate, vanilla and strawberry. “As consumers search for ways to bring novelty to their workout routines, we have noticed a growing interest in nostalgic, fanciful and fruity flavors.” 

In addition, she expects a continued eagerness for innovative ingredients to increase the total protein content of a final product.

“These shifts toward exciting flavors and specific protein products also point to how essential differentiation is to engage target consumers.”

By Jolanda van Hal with additional reporting by William Bradford Nichols