Protein drinks have surged ahead in sales, making protein more accessible to consumers, according to a new report on ready-to-drink protein innovation from food and drinks consultancy Zenith International.
The report identifies ten key trends in recent product development initiatives – ingredient innovation, added functionality, new flavours, organic or natural positioning, premium positioning, use of plant-based proteins, low-fat and low-sugar products, brand redesign, product reformulation and portfolio expansion by high-protein variant.
Top trends in protein drinks
Zenith market intelligence director Esther Renfrew said: “Once a relatively niche market, targeted at athletes and bodybuilders, the trend towards consuming protein has since become mainstream, with a range of new consumers embracing the nutrient for its beneficial health properties. A wave of innovative high-protein beverages has broadened the consumer base, giving rise to new segments and creating an entirely new identity for the market.
“High-protein products are no longer associated with just generating muscle mass. The nutrient is now being marketed as essential to maintaining more general good health. Ready-to-drink protein optimally facilitates this trend, offering a convenient and easy means of increasing protein intake in a way which complements consumers’ busy lifestyles, particularly those of millennials.
“From high-protein coconut waters to high-protein beer, our 2016 Ready-to-Drink Protein Innovation report brings together the latest in product development, clarifying the trends and common themes in product innovation that are shaping the market.”
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