Proteins grow as part of a healthy diet

30/06/05 The influx and availability of health-related information allows consumers the opportunity to shift between different food fads. The popularity of different diet programs and the increasing concerns over obesity and diabetes has encouraged the growing stature of proteins as part of a healthy diet.

New analysis from Frost & Sullivan on the US Protein Ingredients Market, reveals that this market generated revenue of $2.86 billion in 2005. Total market revenue expects to reach $3.95 billion in 2011.

While the number of consumers participating in various popular diets has dwindled since 2003, the demand remains stable enough to positively impact the protein ingredients market.

"Programs exhorted by Dr. Robert Atkins prescribe a low carbohydrate, high protein diet, whereas other diets stress on a low fat, high protein combination," observes Frost & Sullivan Research Analyst Hari Desai. "The awareness generated by low carbohydrate diets is boosting the consumer demand for protein rich food."

To continue this momentum, market participants are focusing on the growth of new technologies such as heat-stable whey and soy proteins that are superior in terms of taste, texture and flavor.

"In certain protein segments such as gelatin, gluten and egg, protein ingredient vendors are able to offer little in terms of product differentiation," points out Desai. "Food ingredient market participants treat protein ingredients as a commodity, with the price depending on product availability."

To counter this situation, protein ingredient enterprises need to provide more value to their products by focusing on R&D, promotional activities and offering new products in blended form, all while keeping the end-user in mind.

Increasingly, the protein ingredient vendors are highlighting the health-related benefits of their products, especially in countering cardiovascular diseases and high blood pressure. Along with the shift toward vegetarianism, this increases demand for protein ingredients and will boost the long-term revenue prospects of the market. In particular, dairy (whey and casein) and plant (soy and wheat) proteins form an integral part of a healthy vegetarian diet.

Overall, manufacturers of protein ingredients, catering to both food and non-food segments should ensure consistency in quality and supply by overcoming difficulties posed by raw material shortages and erratic imports.