Trends in the high-protein drink market
Since the early 2010s, the global consumption of high-protein drinks has skyrocketed, surpassing earlier market consumption by bodybuilders… the original high-protein drink fans. Now, athletes and sports enthusiasts of all types enjoy them… and they are not the only ones!
High-protein drinks for weight loss, muscle mass maintenance and bone health preservation in the elderly and sick, and also intensive physical activity support: high-protein drinks have conquered the dietetic, sports and clinical nutrition sectors.
Why? Because these drinks fit right in with the popularity of snacking and on-the-go eating. Easy to carry and easy to consume, they go wherever your consumers go throughout daily life.
Although popular, this type of product needs to hold its weight with consumers. They want performance and easy access, but also demand their food be natural and delicious. Fans of high-protein products in sports nutrition and dietetics tend to lead healthy and active lifestyles and are careful with what they eat. And there is no question they want them to taste great !
The clinical nutrition sector also demands high nutritional quality and taste. For this market, the key above all is fluidity. The more fluid the drink, the easier it is to ingest. You need to offer your customers, including the elderly and the ill, products with a high protein content in a small container.
The challenge: to adapt to all of these needs. Milk proteins are THE solution!