A new report on protein innovation from leading food and drink industry consultants Zenith International has identified ten key trends for new product launches in the last three years.
The report analysed more than 60 brands that launched between 2012 and 2014, and Zenith gathered information on their launch date, packaging type and size, price, ingredients, variants and marketing methods. Their research identified new formats, flavours and ingredients, as well as brands utilising designer packs and limited editions to assist with their delivery of their product to market.
The other key trends identified were the introduction of new protein sources, reduced sugar, ultra-premium status and minimal packaging.
The brands fall under four categories of product: ready-to-eat, ready-to-drink, new protein sources and products with targeted age groups. They can be further divided by product type, with the report looking at yogurts and drinkable yogurts, bars, shakes and smoothies, milk drinks, and other drinks.
Zenith’s chairman, Richard Hall, said: “High protein products are no longer associated only with body building, athletes and muscle mass. They are now being marketed as helping consumers lead a healthy lifestyle. There have been numerous recent headlines about the global rise in obesity levels and concern about added sugars in the diet. More manufacturers are responding with high protein products to help people stay in shape and combat obesity.”
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