Protein Content Takes Center Stage in New Dairy, Yogurt Launches

Photo © iStockphoto.com/Anna_Quaglia

Protein content continues to play a major role in new product development in the food and drinks industry, especially in dairy and yogurt products, according to Innova Market Insights (Arnhem, the Netherlands).

Claims of being “high-in protein” or a “source-of protein” appeared on nearly 4% of global launches in the 12 months prior to the end of June 2015, with an even higher 8% in the dairy sector and 14% in the yogurt category, Innova says.

“Dairy products have always had an inherently healthy image and a perception of high protein levels,” says Lu Ann Williams, director of innovation, Innova. “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 growing interest in protein content is even more pronounced in the United States. In the same 12-month period, more than 17% of U.S. dairy launches were “positioned on their protein content,” according to Innova, which is more than twice the global average. Yogurts had the highest protein penetration, with more than one-third of launches marketed on a protein platform. Nearly one-fourth of milk drink launches used protein positioning, says Innova.

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

Functional Dairy Beverages Poised to Grow

The future may be especially bright for functional dairy beverages, according to Visiongain’s Functional Beverages Market Report 2015-2025. Visiongain (London) predicts the functional beverages market will “flourish” in the next ten years, with revenues for functional dairy beverages more than doubling in size.

“During this period, functional dairy beverages will be one of the fastest growing segments of the functional beverages market,” says Visiongain.

If the current strength of protein as a marketing force is any indicator of the future, the booming functional dairy beverages market may continue to thrive on protein claims for many years to come.

Read more:

High Protein Diet Linked to Cardiovascular Benefits

How Big a Threat Is Plant Protein to Dairy Protein?

Michael Crane
Associate Editor
Nutritional Outlook Magazine
michael.crane@ubm.com