Yogurts, Dairy Beverages Lead Protein Boom
Four percent of food and beverage products launched globally used protein positioning
Protein content has been one of the key areas of activity in new product development in the food and drinks industry over the past couple of years.
Nearly 4% of global launches recorded by Innova Market Insights in the 12 months to the 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.
“Dairy products have always had an inherently healthy image and a perception of high protein levels,” reports Lu Ann Williams, Director of Innovation at Innova Market Insights, “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 labeling and/or positioning.”
The U.S. has led this rising interest in protein content, both overall and specifically in the dairy sector. Over 17% of US dairy launches were positioned on their protein content in the 12 months to the end of June 2015, which is well over twice the global average.