Protein claims continue to generate buzz among consumers. In the US, the category generated £2.3bn in sales throughout 2023, with protein-related claims among the fastest-growing in the food space according to Circana.
In Europe, protein claims also remain a major draw, but in more mature markets such as Italy, manufacturers are finding that they need to work harder to attract shoppers.
Inalpi’s Gabriella Bollino told us that demand for high-protein dairy in Italy has largely stabilized, the company experiencing flat demand for its high-protein processed cheese slices – which contain 25g of protein per 100g of product - that we spotted at SIAL two years ago.
The company is now working on developing yogurt with lactoferrin – a bioactive protein that’s used in the nutrition space. The new product is still in the works however and wasn’t showcased at the expo.
In Greece meanwhile, dairy company Kri Kri reckons the category still has runway – particularly in under-explored categories such as ice cream.
At SIAL, the company presented what it reckons is the country’s only high-protein ice cream offering.
Packing in 7.5g of protein per 100g and available in Chocolate and Peanut butter flavors, the ice cream carries ‘zero added sugars’ and ‘high in fiber’ claims.
“Let’s say it’s a healthier option for those who want to consume extra protein with their dessert,” the company’s Vangelis Fekas told us. But with 139 calories and 6g of fat per 100g, the company isn’t positioning the product as a low-cal alternative to traditional ice cream.
“We’re talking about ice cream at the end of the day – you must give the consumer something that will be nice and tasteful. If you mix all the elements within one product – make it all about low-fat, low-sugar and low calories – most probably the consumer won’t like that. You have to find the correct balance.”
In addition to selling the range in Greek retail channels, Kri Kri is gearing towards launching the product in 320g cups in the UK market ‘soon’, we were told.
Kefir is also seeing some level of innovation, with brands exploring new flavors but also functionality in the form of added protein. We spotted at least two high-protein kefir ranges – from Poland’s Mlekpol and Austria’s NÖM AG – with representatives from the two companies telling us that the protein claims enhance their products’ appeal to consumers.
Meanwhile, Greece’s market share leader by kefir sales, Farm Koukakis is betting on flavor innovation to keep shoppers interested. The company’s Vana Petroulaki told us. Flavors included Banana, Oats & Honey; Strawberries, Sour Cherries and Raspberries, and Natural Greek Kefir. All three products sported the ‘source of protein’ claim on-pack, with the flavored options also highlighting the use of natural sweetener stevia.
Europe’s kefir market generated a revenue of over $325m in 2023 and will grow significantly through 2032, according to Global Market Insights Inc.
Elsewhere in the Hall, there were protein-packed cheese bars from UK’s Eatlean and Dutch dairy firm Daily Dairy. Low in fat and calories but high in protein content, these cheese bars target both active and mainstream consumers looking for snacking cheese with added functionality. Eatlean’s range also includes shredded and block cheese suitable for the foodservice industry, plus a new range of snackable cheese bites that are lighter in calories than more traditional offerings on the market.
Turning to innovation with bioactive proteins, French dairy major Savencia highlighted several lactoferrin-enhanced beverage concepts at its booth. Sebastien Guerin of Savencia’s functional and nutritional dairy ingredients division Armor Proteines told us he expects lactoferrin to eventually be used ‘in virtually every food product’ thanks to its multi-pronged health benefits – from supporting gut health to enhancing immunity; though there are barriers to incorporating bioactive lactoferrin in food applications because the bioactivity can be lost during processing. For now, lactoferrin’s main applications remain in supplements, early life and adult nutrition, and pet food.
At the show, the company was highlighting several beverage concepts, such as a protein drink with lactoferrin for active and sports nutrition; a protein drink with calcium and CPP for adult nutrition; and a milk beverage enriched with lactoferrin.