Protein powerhouses: Industry leaders reveal the future of sustainable, performance nutrition

Protein remains essential in active, sports and specialized nutrition and is now attracting a wider audience of consumers who are interested in maintaining their overall health. The performance protein space is evolving with innovative formats, novel and off-note masking flavors, diversified sourcing — including plant-based options — and targeted health benefits driving market expansion.

Nutrition Insight sits down with experts from Arla Foods Ingredients, FrieslandCampina Ingredients and Synergy Flavours to discuss the latest ingredients and innovations in the sector.

“There’s been a growing focus, not just on the amount of protein you can pack into your product, but also on its nutritional quality,” says Thomas Ullerichs Andersen, Arla Foods Ingredients’ global head of sales, health and performance. “Recent research shows that almost 70% of consumers are thinking about protein sources, with naturality and nutritional value major motivations.”

“Furthermore, 36% of those with an interest in protein say a complete protein source is the most important factor when choosing between products.”

Vicky Davies, the global senior marketing director for performance, active and medical nutrition at FrieslandCampina Ingredients, says that the company’s 125-year legacy in protein development allows it to develop superior dairy proteins that are tailored for performance nutrition.

She highlights the company’s Nutri Whey Isolate Clear for sports drinks and its Excellion range, which is suitable for protein bars.

According to Chris Whiting, European category development manager at Synergy Flavours, Synergy’s extensive review of the functional beverages market, incorporating market analysis and consumer surveys, reveals a surge in the popularity of protein products. 

He points out that among 2,649 self-described regular exercisers surveyed, approximately 45% reported using functional protein products.

“Data from Google Trends and SEMRush also highlighted that protein ranked second only to skin care in online searches among nine functional attributes evaluated,” he notes.

“Furthermore, an astounding 82% of consumers are interested in food and beverage containing protein, which shows that the protein market is not only growing but is also appealing to new audiences beyond active consumers.”

Focus on performance

Andersen at Arla Foods Ingredients says the company focuses on superior quality whey proteins — isolates, concentrates, hydrolysates and beta-lactoglobulin — that are critical for athletic performance. He also points out that whey protein is valued for its comprehensive amino acid profile and high digestibility, enhancing muscle building, speeding recovery and potentially improving endurance by preserving muscle mass and delaying breakdown.

Thomas Ullerichs Andersen, global head of sales, health and performance at Arla Foods Ingredients.“The whey protein isolates in our Lacprodan range are excellent for delivering amino acids, but they’re also a great way to meet the growing demand for products that meet more than one nutritional goal,” Andersen underscores. “For example, Lacprodan ISO. WaterShake — for flavored water alternatives — is rich in both essential amino acids and branched-chain amino acids (BCAAs).”

“But it’s also easily combined with other functional ingredients, zinc and caffeine, for example — creating opportunities for additional claims for both physical and cognitive well-being.”

Moreover, he reveals that Arla Foods Ingredients recently developed a new protein category with Lacprodan BLG-100, our exclusive pure beta-lactoglobulin product.

“It’s naturally high in leucine and provides 26% more EAAs (essential amino acids) and 40% more BCAAs than commercially available whey protein,” he emphasizes. “With a superior taste to leucine as a single amino acid, it’s ideal for formats like powder shakes and clear ready-to-drink beverages.”

Davies points out that FrieslandCampina Ingredients’ dairy proteins, which are recognized for their effectiveness in muscle protein synthesis, are supported by extensive research. Both whey and casein proteins boast high-quality amino acid profiles and are easily digestible, yet they serve different nutritional functions. She highlights that whey protein is favored in performance nutrition due to its rapid digestion and higher leucine content. 

Casein, on the other hand, offers a slower, more sustained release of amino acids, making it ideal for muscle recovery during sleep — a potential yet to be fully explored by formulators. Additionally, Davies says the company’s Plantaris range of plant-based proteins is rich in essential amino acids, including leucine and BCAAs, and high in protein content, which is crucial for stimulating muscle protein synthesis effectively.

The importance of taste

Whiting at Synergy Flavours emphasizes that flavoring different protein bases can be complex, as it requires careful pairing to mask undesirable tastes like the “beany,” “cheesy” and “vegetal” notes typical of proteins such as pea protein.

Developers can use masking agents to neutralize these base flavors, creating a clean slate for adding more desirable flavors. Alternatively, they can employ strategic flavor pairing, choosing additives with similar chemical properties to harmonize with the base flavors.Vicky Davies, the global senior marketing director for performance, active and medical nutrition at FrieslandCampina Ingredients.

“Our analytical teams have studied the flavor compounds inherent in various protein bases, identifying key aroma chemicals that are most integral to the overall flavor profile,” Whiting reveals. “This information is then applied to create or select flavors which share the compounds that will pair better with the protein base.”

“For example, pea protein works well with cocoa, coffee and honey flavors. Ultimately, taste remains king for consumers, even in performance proteins, where the main selling point of the product can be the functionality it offers. All consumers prioritize taste and if a product doesn’t meet their expectations for flavor delivery, they won’t purchase it again.”

Andersen at Arla Foods Ingredients emphasizes that active consumers aim for health and performance without sacrificing taste or texture. He states that Lacprodan offers a range of flavors for delicious products, such as Lacprodan ISO.Water — a 100% whey protein isolate ideal for clear beverages, ensuring excellent mouthfeel without the protein taste, perfect for tasty, clear performance drinks.

“Lacprodan SP-7017 INS, our instant whey fat concentrate, is a premium protein source with an excellent DIAAS (digestible indispensable amino acid) score, which measures how well the amino acid profile meets the body’s requirements,” Andersen affirms. “At the same time, however, it offers creamy texture, smooth mouthfeel and a delicious dairy taste, so it’s perfect for healthy indulgence.”

Meeting the latest protein trends

Davies says that FrieslandCampina Ingredients’ Biotis Fermentis speaks to the growing “protein plus” trend by including prebiotics for added health benefits, which is crucial for athletes who often suffer from gut issues due to intense training.

To cater to the rising demand for plant-based options, she says the company’s Plantaris range was developed to tackle common issues in plant protein formulations, strengthen its portfolio and meet consumer needs for dietary diversity. 

Chris Whiting, European category development manager at Synergy Flavours.Additionally, she states that the Biotis Fermentis ingredient combines whey protein, prebiotics and probiotics and ferments them to support muscle health and enhance athletic performance. It targets the gut-muscle axis and the company’s research-driven approach links gut microbiota to muscle function and athletic performance, offering a transformative solution for athletes experiencing gut health issues.

“More and more studies are coming to light every day, which makes the sports nutrition arena very exciting,” she adds. “In endurance sports, for example, carbohydrates have long been the obvious choice to help boost performance thanks to their energy-providing benefits while protein can be overlooked — it’s typically associated more with resistance training.” 

“One study found that protein supplementation in recreational athletes taken over ten weeks experienced a VO2 increase — a great indicator of fitness. They also showed a substantial gain in lean muscle and a significant loss of fat mass, further supporting protein’s importance in endurance sport recovery.”

At the same time, Whiting at Synergy Flavours spotlights the growing demand for clear protein powders, which he says has undergone a 159% increase in launches since January 2022. Whiting says the trend highlights growing consumer interest in innovative protein products. Clear proteins, which are fat-free and hydrolyzed, offer a high-quality, low-calorie option that is highly soluble and maintains clarity when dissolved.

“As a result of the hydrolysis of clear proteins with acid, they work well with ‘juicy’ flavors, which can make them appealing to both every day and active consumers who are looking for something lighter and more refreshing than a thick and indulgent shake,” he concludes. “Due to their increased acidity, fruity, tropical, or citrus flavors work well — Synergy’s research revealed that apple, peach, lemon, lime and mango are among the top flavors for existing clear protein products.”