As the sports nutrition market continues its impressive growth, both consumer demands and competition are intensifying. This means formulating with creativity, tight quality standards and robust health credentials is critical. Diversity of application is an effective method of differentiation, and bars are the fastest-growing format, projected to register a global CAGR of 7.2% between 2019 and 2024[i]. FrieslandCampina Ingredients’ new solutions aim to help customers tap into these opportunities quickly and effectively.
The ingredients within the company’s new bar solutions include Excellion® Calcium Caseinate S, Nutri Whey™ 800F, Nutri Whey™ Isolate, Biotis™ GOS and Excellion® EM 9, as well as the newly developed Excellion® Textpro. This latest innovation is based on pending patented technology, developed specifically for use in high protein bars and contributes to a softer mouthfeel, reducing hardening throughout shelf life. With this collection, manufacturers not only achieve outstanding nutritional content and quality, but also overcome challenges around texture, flavour, shelf life and formulation.
Despite the soaring popularity of bars in Europe – a compound annual growth rate of 17% is expected between 2015 – 2024[ii] – palatability has been a major issue for many formulators. This is due to their tendency to harden over time, a characteristic especially of high protein (>30%) applications, which represent one in three of all bars in the European market. Tackling texture and flavour challenges, as well as offering additional health benefits – through the inclusion of Biotis™ GOS, for instance – makes for highly appealing consumer propositions.
“The European sports nutrition bars market holds massive future potential, but that can only really be unlocked by overcoming its toughest problems,” says Floris Daamen, Marketing Manager, Performance and Active Nutrition, FrieslandCampina Ingredients. “We know that 81% of active consumers are looking to increase their protein intake, and bars are a great way of enabling that as they permit high protein density and are quick and convenient. But the days are gone when consumers were prepared to compromise on taste or texture. And they’re looking beyond ‘pure protein’ too. So with these solutions, we’re giving brand owners and producers exactly the inspiration and toolkit they need to develop the sports nutrition bar successes of tomorrow.”
[i] Euromonitor, 2021
[ii] Euromonitor, 2021