The functional drinks market is a dynamic and rapidly growing sector.1 While this growth presents a wealth of opportunities for brands, there is also heightened competition. To successfully tap into the ready-to-drink market, manufacturers need to develop unique and cutting-edge products that not only taste delicious but also align with the latest consumer trends. Continue reading to explore how clear protein drinks are revolutionising the protein space, providing convenient and tasty on-the-go nutrition while addressing essential market demands.
Adapting to consumer trends is an ever-changing journey, shaped by societal influences and technological advancements, as well as economic and environmental factors. In today’s context, consumers are navigating life after the COVID-19 pandemic and confronting other global challenges like the cost-of-living crisis and climate change. This has driven a growing demand for resilience – the ability to adapt, recover and maintain mental and physical well-being in challenging circumstances.
The positive nutrition movement is one way in which consumers are proactively boosting their resilience. Instead of eliminating ‘bad’ ingredients, the focus is shifting towards incorporating more ‘good’ elements like protein into their diets. It’s time to say goodbye to dietary deprivation and negative eating habits and embrace nutritious lifestyles instead.
Exercise is also tapping into the resilience trend, as more consumers take a total mind and body approach to wellness. According to Mintel, over a third of US consumers exercise more now than they did pre-pandemic and almost two thirds of Europeans say they exercise more frequently to optimise their health.2
Protein is an ideal choice for brands looking to support the new era of resilience-seeking consumers, as it aids in muscle building and repair, as well as overall well-being. Consumers are increasingly aware of these benefits, with a substantial 34% already actively adding protein to their diets,3 while a remarkable 58% increased their protein intake in 2022.4 As protein’s popularity continues to soar, so does the demand for high protein products, with high protein claims ranking among the top five health claims across all regions globally.5
However, in a market flooded with protein shakes and meal replacements, there lies an exciting opportunity for innovation and differentiation.
Gone are the days when big bags of chalky protein were used solely by professional athletes immersed in their training and nutrition. In 2023, the game changed. With an expanding active consumer demographic, products must now tick all the boxes – delightful taste, appealing appearance and easy to incorporate into busy lifestyles. Clear protein drinks are an ideal solution, delivering hydration, great taste and high protein in a convenient, ready-to-drink format. With the demand for products like gels and protein waters on the rise, clear protein drinks are becoming a popular choice for consumers.
Clear protein drinks can support resilience with a high protein content that does not compromise on flavour. With 33% of consumers concerned about the taste and texture of high protein products,6 getting this right is key to winning over consumers seeking resilience support. FrieslandCampina Ingredients’ clear protein ingredient – Nutri Whey™ Isolate Clear – does just that. It is loaded with 20 grams of high-quality whey protein per serving and has an improved mouthfeel and neutral taste – alleviating the [BRM(1] [KS2] 33% of consumers that are concerned about the taste and texture of high protein products.7
As more consumers focus on total body-and-mind wellness, there is a growing demand for protein ‘plus’ products that go beyond the benefits of traditional proteins. Formulating with multiple complementary ingredients to support holistic health provides huge opportunities for sports and active nutrition brands. To get ahead in this space, manufacturers need to innovate the market with protein plus products that support key consumer health trends, like gut health and muscle building and recovery.
Clear protein drinks, protein ‘plus’ formulations and prebiotics are key solutions to help brands innovate the protein ready-to-drink market with distinctive products that meet the diverse needs of consumers in 2023 and beyond. That’s why we’ve developed our Clear Recovery Protein Water application, which features our high-quality ingredient Nutri Whey™ Isolate Clear. With 20 grams of protein, this application offers thirst-quenching recovery with superior hydration based on an optimal blend of electrolytes. Plus, with a tasty acai tropical fruit flavour, this application not only provides convenience and nutrition, but also a taste experience consumers will keep coming back for.
Ready to elevate your ready-to-drink portfolio? Find out how you can support top consumer trends with on-the-go Nutri Whey™ Isolate Clear here.
For more than a century we’ve been creating quality ingredients delivered with passion. Whether we’re inspiring ideas from drinks to bars, or supporting how to manufacture products in better ways, our customers can count on us to deliver, time and time again.
Subscribe1 Precedence Research, Functional Drinks Market (By Type: Energy Drinks, Dairy-based Beverages, Sports Drinks, Juices, Others; By Distribution Channels: Specialty Stores, Supermarket/ Hypermarket E-Commerce Others; By End-User: Fitness Lifestyle Users, Athletes, Others) – Global Industry Analysis, Size, Share, Growth, Trends, Regional Outlook, and Forecast 2023-2032, 2023 https://www.precedenceresearch.com/functional-drinks-market
2 Mintel, ‘In-person gyms to make a comeback as only 15% of US exercisers feel digital platforms have eliminated the need for gyms’ 2022
3 FMCG Gurus, ‘CONSUMER PERSPECTIVES ON PROTEIN CONSUMPTION IN 2022’, 2022
4 FMCG Gurus, Trends & Opportunities in the Ingredient Market, 2022
5 Euromonitor International, Protein-Meeting Lifestyle Demand, 2023
6 FMCG Gurus, Trends & Opportunities in the Ingredient Market, 2022
7 FMCG Gurus, Trends & Opportunities in the Ingredient Market, 2022
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