Performance proteins opening new pathways for industry, functional ingredients in spotlight
18 Aug 2022 --- The use of protein has come a long way since the days of chalky shake mixes and chewy bars. Modern protein offerings come from a variety of sources and in a variety of flavors and formats. NutritionInsight speaks to DSM Food and Beverage, ADM, FrieslandCampina and MycoTechnology about the latest trends around performance proteins, what they are and what is driving innovations within the space.
Industry experts agree that performance proteins are high-quality, complete proteins that help support muscle growth and recovery. However, that is just the tip of the iceberg when it comes to modern offerings.
“Not all proteins are created equal and in the performance market, only the highest quality proteins pass the bar,” says Melanie Luangrath, director of new business development, proteins of the future at DSM Food & Beverage. “Performance proteins are nutritionally complete, containing all the essential amino acids as well as supporting immune, bone and heart health and more.”
“At their core, performance proteins are premium, value-added protein ingredients that have been enhanced to provide added benefits for consumers,” says Jonas Feliciano, director of marketing at MycoTechnology.
Consumers driving trends and innovation
Performance nutrition is no longer for typical athletes but for everyday consumers.
The stakeholders agree that a main factor in performance protein innovation is the consumers. Formerly, the supplements were a niche market, only utilized by athletes, but those days are long gone. Currently performance proteins are used by those interested in muscle growth as well as those interested in healthy aging or even in maintaining their overall health.
“A major consumer trend shaping this category is that performance nutrition is no longer solely focused on ‘typical’ athletes, but also everyday consumers looking for nutrition support to help them reach their physical goals,” says Luangrath. “From people wanting to be fitter and faster, healthier and stronger, and even heavier or lighter, protein has emerged as a hero ingredient for a wide range of consumer groups.”
“Two-thirds of consumers are exercising as much as three times a week, which has led to more people tracking their macronutrients and adding more protein to their diets to support their wellness and fitness goals,” explains states Katie Verlaan, global marketing lead for performance, active and medical nutrition at FrieslandCampina Ingredients.
“Therefore, products with a high protein content are increasingly sought after, with 55% of global consumers willing to pay a premium for products with high protein claims.”
“We’re also seeing a move toward offerings that provide multiple attributes, such as high in protein and fiber, low in sugar, fortified with vitamins and minerals,” underscores Mike Medina, category marketing director of specialized nutrition & dairy at ADM. “In fact, a reported 53% of the global population is classified as active nutrition consumers.”
Utilizing combinations
Purposefully pairing proteins with biotics, fiber, botanicals and other functional ingredients can help differentiate specialized nutrition products, capturing active nutrition shoppers’ attentions as they peruse store aisles, adds Medina.
“In addition to multifaceted functional attributes, consumers are also seeking products that are customized to their specific wellness goals, such as sustained energy, improved physical performance, recovery after exercising or replenishment of key nutrients.”
However, MycoTechnology believes that “at the end of the day, health and taste will always drive this category.”
Some in the industry argue that taste will always drive the industry.
“While these proteins are new and shiny toys to attract consumers, taste and health are still essential for repeat purchases,” argues Feliciano. “Beyond that, we see the rise of personalized nutrition, which will allow consumers to purchase a wide variety of protein ingredients that are specific and unique to their health goals and genetic makeup.”
Feliciano further states that “next generation proteins will be fortified with active ingredients such as vitamins, minerals, and fibers, further expanding the category into broader functional food and drink, so long as they taste good.”
Flexitarianism affecting source?
Some of the biggest advancements in the performance protein space have been in the plant-based arena. Though, at first, these products might have strictly been targeted toward vegans and vegetarians, the rise of the flexitarian consumer has opened new pathways and put new demands on producers, driving innovation in source.
“There are two major trends driving the performance protein market right now,” explains Luangrath. “There is, without a doubt, a growing demand for plant-based performance proteins alongside traditional animal-based options – driven by more consumers following flexitarian, vegan or vegetarian diets.”
“In the future, we also expect searches for non-GMO and soy-, gluten- and dairy-free alternatives to grow, in line with rising demands for free-from major allergen products,” she asserts.
With flexitarian consumers driving innovation across the space, brands have an “exciting opportunity” to target the demographic by offering both plant and animal proteins, Verlaan adds.
“We’re currently seeing a shift away from proteins like whey toward plant proteins like soy and pea,” says Medina. “This shift is clear, with our research showing that 59% of global consumers identified their recent “specialized nutrition occasion” protein source as being plant-based.”
“As consumers ask for an increased variety of high quality, more natural proteins to address specific health needs, novel protein sources are quickly coming to the fore,” says Feliciano. “All fortified and functional food solutions will continue to see a boon based on the world’s increased focus on health, so both plant-based and animal-based performance proteins will see increased demand.”
“Animal-based performance proteins are still a powerhouse, but availability and consumer sentiment toward the environmental effects of these proteins limit their prospects,” he continues.
The industry agrees that the key to keeping this new demographic will be to address more than just nutritional value, however. New products will need to address issues of taste, texture and “mouthfeel,” and format.
Format and taste a factor?
Trends like flexitarianism and healthy aging are major forces behind industry innovation.
As the offerings within the space increase and the consumer base widens, the industry will also have to address the formats of protein offerings. Just as the modern savvy consumer is no longer satisfied with flavor offerings like chocolate, vanilla or even cookies and cream, they also want their protein available to them in ways other than shake powders and bars. They are looking for new ways to work their nutrition into their work, hobbies and social lives.
“Now that performance proteins are becoming more mainstream, the preferred food and beverage formats have also changed,” Luangrath elaborates. “Consumers want to boost their protein intake with convenient formats like on-the-go bars, powders and pouches.”
“People skip breakfast or lunch at least three times a week and are turning to snacks to bridge the gap,” says Verlaan. “Nearly seven in ten people snack at least once per day and many choose to snack while taking a break from work or studying. There is a huge opportunity for brands to develop new and creative products that offer convenience, experience, and a protein hit.”
“Following closely behind are meal replacement and muscle strength-supporting protein powders, beverages and gummies,” Medina elucidates. “Also emerging in this sector are stick packs, ready-to-drink teas and even protein-forward frozen treats. These tailored, multifaceted offerings check the boxes on convenience and holistic support with the inclusion of proteins, along with other functional ingredients.”
“Specialty diet trends like Keto have helped performance proteins access less traditional categories like bakery and breads, sweet baked goods, sweet and savory snacks, and indulgent occasions like pancakes and ice creams,” proclaims Feliciano.
“Moreover, we’re seeing a renaissance of new flavor profiles popping up in the active and specialized nutrition aisles, with tropical and citrus notes like orange-tangerine and passionfruit-finger lime uplifting protein-forward drinks and gummies, and indulgent mint chocolate or salted caramel providing a delectable bite for high-protein bars and clusters,” attests Medina.
By William Bradford Nichols
