Sports nutrition “game-changer”: FrieslandCampina launches high-protein gel ingredient

15 Apr 2020 --- Functional ingredients player FrieslandCampina Ingredients (FCI) has unveiled a high concentration protein gel concept, marketed as “a game-changer” for sports nutrition applications. Formulated with FCI’s Nutri Whey Isolate Clear, the product provides up to 15 percent protein content in a small, convenient portion. Moreover, it enables flexibility in the end-product’s format with applications from squeezable pouches to spoonable pots.

“With the mainstreaming of performance nutrition, demand is growing for high protein supplements and snacks that fit within busy lifestyles – so with little or no preparation and designed for fast consumption. This ‘conveniently nutritious’ trend was clearly visible in our recent global research into the evolving sports nutrition sector,” notes Vicky Davies, Global Marketing Director of Performance and Active Nutrition at FCI.

The company’s latest gel concept aligns with many trends dominating the sports nutrition market, including single-serve and snackification, consumption on the go and compacting – with one serving able to supply the same amount of protein as a 500 ml ready-to-drink (RTD) beverage. 

“The challenge with a high protein product is to capture and protect the high quality whey protein in a product which still is pleasant to eat or drink,” Ramon Mommersteeg, Project Manager Performance Nutrition at FCI, tells NutritionInsight.

He adds that product development featuring the gel could also include a more dessert or snack type of jelly application. “This could also be applied in fluid format more towards, high protein, protein waters, total recovery protein waters, pre-biotic protein waters and other protein solutions.”

Within sports nutrition the gel application has been primarily focused on the carbohydrate fueling of the muscles. A protein gel is another alternative to the traditional, shake, bar and RTD formats. Moreover, it offers unique opportunities for innovative packaging due to its gel consistency, Mommersteeg explains.

The main target segments for the gel application will be for the supplement market as well as active lifestyle and performance nutrition markets. But this application brings a lot of possibilities for versatility. Food and beverage producers could for example create applications in medical nutrition or even children’s nutrition. These consumers also look for diversity and can also enjoy an indulgent gel whilst fulfilling their nutritious needs, he concludes.

Performance nutrition on the rise
“Performance nutrition is a rapidly evolving market and it is extending into a new consumer base. There is a strong growth in sports-related positionings within mainstream food and beverage NPD. It’s our priority to help customers create new formulations which take key consumer concerns and needs into account, such as clean labeling, convenience, hydration and protein fortification,” Floris Daamen, Marketing Manager Performance Nutrition at FCI, tells NutritionInsight.

Click to EnlargeFrieslandCampina Ingredients has unveiled a high concentration protein gel concept, marketed as “a game-changer” for sports nutrition applications.“While powders remain the big chunk of the business, a lot of new consumer interest entering the category is convenience and on-the-go concepts including RTD and ready-to-eat products. There is also a new interesting concept of protein pockets or pouches,” Daamen adds.

Protein-fortified and energy-boosting food and beverages dominate the sports nutrition space, which is accelerating in popularity with new focus on the rise of “the active consumer.” This new rank of consumers are not athletes by categorization, but individuals who seek to support their active lifestyles with enriched products that boost energy and boast nutritional benefits.

Innova Market Insights reports strong growth in sports-related positionings within mainstream F&B NPD. A key ingredient in this space is protein, which has seen an average of 14 percent average annual growth between 2015 and 2019.

“Proteins are the foundation of performance nutrition and available in all types and sizes. Shelves are growing and it is not always easy to navigate for mainstream consumers. Brand owners are searching for differentiation by adding additional benefits to their products. Ingredients are a key element in this “Protein+” trend,” comments Daamen.

The market researcher also reports a 23 percent average annual growth of food and beverage launches with a “sports and recovery” claim (Global, 2014-2018). Meanwhile, “energy/alertness” claims follow closely behind with 12 percent growth over the same period.

In a fast-growing, increasingly diverse and crowded market, it has become vital to anticipate the most influential consumer drivers and quickly develop products that respond to them. At the same time, offering variety and ensuring optimal taste are vital to securing repeat purchase and brand loyalty, FCI states. 

The transparency of the new formulation, its adaptable viscosity and clean, neutral taste profile mean manufacturers have significant power to extend their portfolios in terms of format, flavour and nutritional density, the company highlights.

The sports nutrition category is increasingly going mainstream, spurring rapid personalization. NutritionInsight previously reported on the sports nutrition market and how the COVID-19 spread is impacting it.

By Kristiana Lalou, with additional reporting from Katherine Durrell

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