Protein drinks power ahead
Protein drinks are surging ahead in sales by making protein more accessible to consumers, according to a new report on Ready-to-drink Protein Innovation from leading food and drinks consultancy Zenith International.
The report identifies 10 key trends in recent product development initiatives - ingredient innovation, added functionality, new flavours, organic/natural positioning, premium positioning, use of plant-based proteins, low-fat/low-sugar products, brand redesign, product reformulation and portfolio expansion by high-protein variant.
“Once a relatively niche market, targeted at athletes and body-builders, the trend towards consuming protein has since become mainstream, with a range of new consumers embracing the nutrient for its beneficial health properties,” commented Zenith Market Intelligence Director Esther Renfrew. “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.
“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 which are shaping 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,” she concluded.
The 2016 Zenith Report on Ready-to-drink Protein Innovation contains profiles on 64 brands launched between 2014 and 2016 under 9 beverage categories. Contact Zenith International on +44 (0)1225 327900 or e-mail info@zenithinternational.com.
Notes for Editors
1. An illustration is attached for publication.
2. For further information, please contact:
Esther Renfrew or Monika Fedor, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
t +44 (0)1225 327900, f +44 (0)1225 327901