High interest in protein content and high-protein lines across the food and drinks market is continuing to develop, despite the fact that most European and North American consumers already get enough protein in their diets. This will be just one of the areas addressed by Innova Market Insights at its “Taste the Trend” Pavilion (Booth #3651) at the IFT Food Expo in New Orleans, June 21 to 24.
According to Innova Market Insights, the protein trend is driven by increasing health concerns—primarily weight management—plus the move of sports and performance products into the mainstream and targeted at the more generally active, rather than just athletes and sportsmen. Another trend on the rise is 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. Williams cites a number of 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.
Innova Market Insights data indicate that nearly 3 percent of global food and beverage launches in the 12 months ending March 31, 2014, were marketed on a “high-protein” or “source-of-protein” positioning, rising to 6 percent in the US.
Demand for whey protein specifically is soaring as a result of growing demand in certain Asian markets, as well as its rising popularity as a natural, healthy ingredient, particularly in sports, medical and infant nutrition, and 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.
Innova Market Insights will provide visitors to the IFT Food Expo 2014 with key insights on the latest trends in food and beverages with the tenth instalment of its “Taste the Trend” presentations. This year promises more innovation than ever before, and Taste the Trend 2014 will be an event that IFT visitors cannot afford to miss!
Taste the Trend 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 p.m. What’s Next for Clean Label?
1:30 p.m. Top Ten Trends for 2014
3 p.m. Sports Performance
Visit us at IFT Food Expo Booth #3651