Innova addresses protein trends

DUIVEN, The Netherlands – At its “Taste the Trend” Pavilion (Booth #3651) at the IFT Food Expo in New Orleans, protein innovation will be just one of the areas addressed by Innova Market Insights from June 21-24. High interest in protein content and high-protein lines across the food and drinks market is continuing to develop, even in developed markets in Europe and North American, where consumers already get enough protein in their diets.

The protein trend is driven by increasing health concerns, according to Innova Market Insights. These concern primarily have to with weight management plus the move of sports and performance products into the mainstream, which target the more generally active consumers, rather than just athletes and sportsmen. Another trend is the rise of the Paleo diet, focusing on lean protein, while avoiding processed foods and sugars.

“The time is right for protein innovation,” says Lu Ann Williams, director of Innovation at Innova Market Insights.

Innova Market Insights data indicate that nearly 3% of global food and beverage launches in the 12 months ending 31 March, 2014, were marketed on a “high-protein” or “source-of-protein” positioning, rising to 6% in the US.

Ms. Williams also cites a number of other drivers, including the need to feed a growing global population, an alarming rise in sarcopenia (declining muscle mass, particularly among an aging population), and the economic and environmental costs of existing protein sources.

“Proteins have diverse application potential, with opportunities for alternative vegetarian options, and new protein sources – such as microalgae – alongside existing and novel dairy-based and vegetable sources, such as soy, beans and grains,” she adds.

Demand for whey protein, for instance, is soaring as a result of growing demand in certain Asian markets and its rising popularity as a natural, healthy ingredient in sports, medical and infant nutrition as well as in weight management. While vegetables lead the list for the number of published protein patents in food and drinks, whey has risen from eighth position in 2012 to third position in 2013.

At the same time, the number of nut and seed protein patents has also risen sharply, from single figures in 2012 to more than 200 in 2013. Even more exciting has been the strong activity in patent actions relating to algae-derived proteins.

The tenth instalment of its “Taste the Trend” presentations offers IFT visitors a wealth of information on all the current trends in the food and beverage industry. This year, Innova Market Insights will present 33 demonstrations focusing on innovation across the food and beverage industry, and supplemented with consumer insights.

Booth #3651 will showcase three daily live presentations:

12:00 pm:      What’s Next for Clean Label?

1:30 pm:        Top Ten Trends for 2014