Protein new product boom

Protein content is fast becoming one of the key areas of activity in new product development in the food and drinks industry. Nearly 4% of global launches recorded by Innova Market Insights in the 12 months to end of June 2015 used a high in or source of protein positioning, rising to nearly 8% in the dairy sector and 14% in the yogurt category.

Lu Ann Williams, director of innovation at Innova Market Insights, says, “Dairy products have always had an inherently healthy image and a perception of high protein levels, so it is a sector that has been able to adapt relatively rapidly to this rising interest in protein, in some cases by simply changing its labelling and/or positioning.”

The US is leading this rising interest with over 17% of US dairy launches positioned on their protein content in the 12 months to the end of June 2015, which is well over one third of launches marketed on a protein platform, followed by milk drinks with just under a quarter.

While this is impressive, they still trail behind US Greek and Greek style launches, which accounts for nearly 57% of total introductions, indicating that all Greek yogurts are using a high protein position.

As well as Greek style yogurts, other traditionally high protein fermented dairy products are being introduced onto the market, led by Icelandic fermented dairy products skyr.

Despite performance initially being a key focus for protein beverages, we are now seeing both relatively specialist performance products and more mainstream lines.

Williams adds, “High protein foods are one of the most sought after nutritional choices of the moment and the dairy sector sppears to be extremely well placed to benefit. Yogurts and milk drinks are the current leaders in terms of activity, but there may also be opportunities in other products such as cheese, particularly soft and fresh products.”