Protein for performance: Experts spot opportunities in increasingly crowded sports nutrition market

03 Jul 2023 --- Almost half of European consumers use protein products, according to Innova Market Insights. Additionally, practically all (99%) of whey protein sports nutrition launches claimed to be a high source of protein – an important health claim for consumers, outlines the market research company.

Nutrition Insight sits down with professionals from Arla Foods Ingredients, Unibar and Fonterra to discuss developments in the market segment. 

“Protein remains one of the most important ingredients in the sports nutrition space. Animal protein, led by whey and dairy, powers on thanks to its key advantages: high quality, nutrient density, familiarity, versatility and taste and texture benefits,” says Birgitte Kynde Ravn, Sports Nutrition and Health Foods industry marketing manager at Arla Foods Ingredients.  

“Sports nutrition consumers love whey protein for all kinds of reasons, but they’re also interested in novel sources such as insects, fungi and proteins produced by fermentation.”

“We know that the protein market is becoming increasingly crowded as it becomes more mainstream, and as a result, some consumers are becoming more price sensitive,” adds Paige Wilkinson, global marketing manager of Active Living at Fonterra. 

She explains three key challenges to address in the sports nutrition market: launching products that stand out on a crowded protein shelf, building consumer loyalty beyond price point for protein products and managing mental well-being claims in sports nutrition. 

The “whey game” 
Whey proteins are well known for their nutritional quality, rapid absorption and premium content of essential and branched-chain amino acids. 

Arla Foods Ingredients sees a movement away from traditional milky powder shakes toward clear options, notes Ravn. “This is very much a ‘whey game’ – around 75% of clear shake products contain whey.” 

“The ‘mainstreaming’ of protein is also one of the drivers behind the ongoing healthy snacking trend and the increasing demand for high-protein snacks.”

Arla Foods Ingredients sees a movement away from traditional milky powder shakes toward clear options.“That’s why they’ve long been the protein of choice for sports nutrition consumers, who look to them for enhanced endurance, muscle protein synthesis and faster recovery.”

Arla Foods Ingredients’ recent global survey highlighted that “the most physically active consumers are the most focused on the source, naturality and nutritional quality of the protein they consume. They’re also the most likely to seek out complete proteins,” spots Ravn. 

“As in other categories, consumers shopping for sports nutrition products are motivated not just by their athletic goals but also by various ethical and other factors. So claims relating to sustainability, as well as provenance and authenticity, are increasingly resonating.” 

Volac is another supplier offering a clear whey isolate ready-to-mix for sports drinks, which it recently debuted in fruit-based flavors at Vitafoods earlier this year.

“Crowded protein shelf”  
Innova Market Insights data suggests strong growth and innovation in the protein sector were starting to slow in 2021, as the number of new protein products launched globally had declined that year. 

At the same time, the data reveals that protein claims have been leading sports nutrition launches for the last five years.

“With a crowded protein shelf and a stable but arguably stagnant sports nutrition category, it was clear that there is a need to innovate to drive differentiation and growth in this space,” comments Wilkinson.

She adds that Nutiani’s consumer insights research showed active consumers indicate stress and mental well-being as a crucial health concern, pointing to the bridging between the protein and mood categories.

Fonterra set up a year-long Athlete Incubator Project as consumer research to inform future performance nutrition innovations.  

“Perhaps one of the most significant learnings was that the top performing concept was the brain and body powder that contained both whey protein for muscle health and strength and broad spectrum phospholipids for focus, cognition and stress,” explains Wilkinson.  

Body and mind  
Wilkinson notes that the Athlete Incubator Project highlights a critical opportunity for growth in performance nutrition by addressing both the brain and body in product formulations by leveraging protein and broad-spectrum phospholipids. These complex lipids are naturally present in milk fat and have been shown to support a range of mental well-being benefits. 

“This whey protein and phospholipid powder is a new product concept with an innovative ingredient combination. Despite its novelty, it was recommended by 100% of the elite athletes that sampled it,” Wilkinson highlights.

“Additionally, 58% of them said they noticed improvements in their mindset after a month of daily consumption and overall impression score increased 5% across the month – a promising outcome for combating palate fatigue.” 

Vegetarian protein products were the second most popular claim in 2022, taking up 37% of total product launches.She adds that the concept allows for differentiation by addressing both brain and body, while consumers accept a more premium price for products with mental well-being claims.

“Phospholipids consumed daily build resilience and longer-term results for mental well-being, as opposed to acute responses to sugar or caffeine. This encourages consumers to continue use of the product long term and increase stickiness.”  

Moreover, phospholipids can be formulated with existing protein formulations and formats, such as RTM, RTD and bars.  

Plant-based protein 
According to Innova Market Insights, vegetarian protein products were the second most popular claim in 2022, taking up 37% of the total launches, compared to 17% in 2018. 

Plant-based alternatives for sports nutrition are growing in interest, agrees Sevanti Mehta, president of Unibar. “We anticipate that more R&D will be invested into plant-based protein options and they will become more popular in the active and sports nutrition category.” 

“Unibar’s pure pea protein ingredient, branded as UniP3, is geared toward the long game of energy rather than the quick boost and is also a valuable option for vegetarians and vegans.”

The product offers multifunctional effects due to its source of branched-chain amino acids, which are known for their ability to build muscle, produce energy and aid in immunity. 

“UniP3 also contains all nine essential amino acids one’s body cannot create and must get from food. Its high purity rate and proprietary clean water extraction process is highly water-soluble, allowing for improved function and various delivery format options, including drinks, powders and supplements,” explains Mehta. 

He adds that the ingredient is a spray-dried protein powder, free of most common food allergens.  

“UniP3 offers 90% pure pea protein and has excellent texture, taste and solubility. Unibar’s proprietary clean water-based extraction process keeps the protein molecule intact without denaturation and without using solvents, hydrolyzation or enzymes.” 

By Jolanda van Hal