There’s a huge market for innovative protein products but with today’s discerning consumers, how do you get protein formulation right? Protein products are no longer niche – and with a wider consumer group, taste and enjoyment are increasingly important, especially with the shift towards healthy indulgence. There’s no longer a one-size-fits-all approach to protein formulation; trends like ‘round the clock protein’ and protein ‘plus’ products are having an impact on new product development (NPD). With all these different factors to consider, it’s essential to use the right high-quality protein ingredients from a reputable supplier. But how do you know what to look for?
Here’s our how-to guide to creating innovative protein products with longstanding consumer appeal, including a look at the current consumer landscape and common protein formulation challenges – as well as how to overcome them by using the right high-quality ingredients and working with a reliable, knowledgeable supplier.
Before deciding which high-protein ingredients to use, it’s important to understand what consumers want and how it can affect NPD. Protein supplementation is no longer just for elite athletes – it is now a must-have addition in food and drinks for mainstream consumers across several categories. Let’s take a look:
The ‘original’ protein consumer group that wants it all: high-quality, complete protein sources that support muscle growth, recovery and performance. Whey protein is typically athletes’ fuel of choice, providing fast absorption and a high protein content.
Athletes are well-versed in protein talk, looking for products with branched-chain amino acids (BCAAs), which are naturally part of protein and support muscle recovery.
Even better if protein products promise to improve muscle protein synthesis rates, which is where essential amino acids (EAA), especially leucine, come in.
Ready-to-mix (RTM) shakes are often athletes’ preferred protein format, as well as high protein bars.
Performance isn’t everything for this group; everyday active consumers seek convenient, balanced protein options that support general health, energy, satiety and fitness goals.
Active consumers prefer convenient, easy-to-consume formats, such as RTDs and bars, that taste just as good after a workout or as a tasty treat between meals. Texture matters, too. Gone are the days of dry, crumbly protein bars and clumpy shakes – active consumers expect a high standard in their protein products.
They’re a busy group – often working out between work and social commitments – so multi-functional solutions that offer more than one health benefit are a great option.
Living better – not just longer – is the motto for this group, who are focused on active ageing. They want protein that supports muscle maintenance, mobility and overall health so they can live life to the fullest as they age.
For older adults, the more digestible the protein, the better. High-quality protein, such as whey or casein, fits the bill, as well as added ingredients like calcium, vitamin D or collagen for bone and joint health.
Smaller drink formats, such as shots, are popular with seniors who want a nutrition hit without significantly adding to their food volume.
With more choice than ever before, vegans want plant-based, complete protein sources with a strong nutritional profile that is comparable to traditional animal-based protein products. Whether it’s for personal beliefs or health reasons, vegans are often looking for blends of plant-based proteins, including pea and faba, to benefit from all the essential amino acids. Clean labels and minimal additives are becoming non-negotiable for this discerning group. Preferred formats include bars and RTDs – especially those that offer good flavour options.
The growing number of flexitarians prefer a mix of plant-based and dairy proteins, often seeking sustainable, ethical and natural ingredients.
Health consciousness is a key driver for this group. Flexitarians are doing their research before they buy, looking for more nutrient-dense options that maximise value. With the best of both worlds to choose from, both plant and animal-based products need to taste great.
Dairy proteins, such as whey and casein, are the gold standard in nutrition but there’s also now growing demand for plant-based protein too. Let’s explore 3 of the main types used in protein formulation of food and drink applications:
Whey protein has excellent nutritional profile, with rapid digestion and absorption properties.
A popular choice for muscle recovery after exercise, making it ideal for sports nutrition formulations, including bars and RTDs.
Casein protein provides a more prolonged release of amino acids than whey protein, making it a great option sports nutrition formulations that prioritise recovery. Versatile properties for enhanced texture and stability in applications like drinks and bars.
Easy to meet the needs of health-conscious consumers and flexitarians with a variety of on-trend applications, including RTD and RTM beverages and bars.
“Part of the appeal of protein is down to rising consumer awareness that it can contribute to their health goals, whether it’s maintaining muscle mass, supporting exercise recovery or improving satiety. People are becoming more proactive about their health – and are taking steps to live better and for longer.”
Formulating innovative protein products can be challenging due to the complex nature of proteins and how they perform under various conditions. Protein quality can also have an impact on end products and is becoming an important consideration for consumers, too. It’s therefore crucial to understand the functional behaviours of protein in application. Let’s examine the challenges of formulating key formats:
Convenient and easy to consume, protein bars are a popular choice for time-poor consumers looking to bridge the gap between meals or for a moment of healthy indulgence. With a wide range of flavours now available, and the potential to combine different proteins together, there’s a protein bar to suit every consumer preference and dietary requirement.
But achieving the right texture in protein bars can be challenging, as they can harden over time, especially when they contain high levels of protein – discouraging repeat consumer purchases. Protein bars also need to remain stable over their shelf life, without becoming dry or developing off-flavours. Ensuring the right taste and texture, without compromising nutritional profile, is therefore the key to success.
For a healthy twist on indulgence, our s’mores protein bar concept features Excellion® EM 9 caseinate and Nutri Whey™ 800F protein, to bring a soft, chewy texture to bars – without compromising taste.
High-protein shakes are a popular choice with bodybuilders and everyday exercisers alike. As a result, protein innovation is high in this area, with strong growth in the plant-based protein shake category, too. In fact, three out of ten global launches between 2022 and 2023 were plant-based,
Innova Market Insights
a signal of the growing opportunity with flexitarians. Protein ‘plus’ products are also on the rise, whereby protein shake formulations feature additional ingredients for an extra well-being boost – for example, high-protein shakes featuring prebiotic galacto-oligosaccharides (GOS) for added gut health support.
However, a common protein formulation challenge is poor protein solubility, which can lead to clumping, as well as a chalky or grainy mouthfeel. Depending on the protein source, protein shakes can also have strong off-tastes that need masking. Plus, it can be difficult to achieve high concentrations of protein to ensure products stand out in the increasingly competitive market. Casein and whey proteins are both good options for shakes, bringing a unique set of benefits to applications.
Featuring Excellion® Calcium Caseinate I and Biotis® GOS-OP High Purity, this innovative solution supports the gut microbiome and fosters relaxation, while enhancing muscle building and maintenance. With a clean sensory profile and excellent dispersibility of the two ingredients, this application provides not only convenience and nutrition but also elevated taste.
RTD beverages are a great option for busy consumers looking to reach their well-being goals in a convenient way – especially those with multi-functional health benefits. A smooth texture and appealing flavour are key for creating products that stand the test of time, and the higher the amount of protein, the better.
Clear protein drinks featuring high levels of whey protein are becoming increasingly popular but it’s difficult to find protein ingredients that maintain good clarity and have a neutral taste, so consumers can taste the final product’s flavour, such as an exotic fruity taste. Protein drink formulation can also infer sediment that can cloud drinks. Beyond clear drinks, some ingredients are not heat-stable in RTDs either, which makes it difficult to preserve protein quality. Microparticulation can help manufacturers overcome this common challenge with whey protein, improving heat stability to create drinks with low viscosity and superior sensory properties.
Interest in plant-based protein RTDs is on the rise but it can be tricky to get the taste, texture and nutritional profile right. It’s also where new exciting formats and flavours come in, like fruit-flavoured shots or chocolate drinks, to compete with traditional dairy-based RTDs.
Featuring Nutri Whey™ Isolate Clear, our hydrating RTD concept is fuelled with top quality, clear whey protein. An ultra-clear isolated whey protein, it uses our proprietary filtration processing methods to preserve protein quality and nutritional integrity. Through micro- and ultrafiltration, the whey protein is highly concentrated – providing a protein content of at least 90%.
This concept contains 20g of whey protein in 200ml, as well as an excellent amino acid profile and high leucine content. It’s also suitable for lower lactose and low carbohydrate formulations, with no added sugars – ideal for more discerning shoppers or those with dietary preferences.
When it comes to formats, it’s not just powders and bars anymore; consumers want novel, convenient and fun ways to incorporate protein into every meal, snack and drink. Innovative protein products including protein-fortified coffees, pizzas and desserts are on the menu, with demand showing no signs of slowing down. With more people interested in 24/7 protein, it’s opening up an opportunity for new, exciting formats and applications. In fact, there’s been a 46% increase in occasions of late-night protein consumption as consumers demand healthy indulgence.
Taste Wise, 2025 trends report, 2024.
Looking to push your protein innovation NPD further? The sky’s the limit! Here’s some inspiration:
And of course, there are plenty of other formats you could think of, such as:
Not every protein is created equal – they vary in nutritional, flavour and texture profile, as well as quality. Simply stating ‘protein’ on-pack is no longer enough for today’s discerning consumers. It’s important to choose the right protein type for the application and label it accordingly. Finding the right high-protein ingredient supplier is key to successful NPD, and there are several factors to consider:
Having technical guidance and troubleshooting support is essential to optimise protein formulation, to ensure consistently high-quality products.
Which trends matter – and which don’t? Staying ahead of the curve is key to developing innovative protein products that resonate with today’s health-conscious and increasingly savvy consumers.
As well as being able to understand local market application needs, regional expertise is important for navigating regulatory requirements and efficient supply chain management.
This is key for maintaining consistently high- quality protein and cost efficiency, as well as ensuring traceability and sustainability throughout the supply chain.
Scientific backing of ingredients: Having scientific validation helps build trust with consumers, as well as ensure high-quality, innovative products.
Sustainability has become a non-negotiable for consumers, so working with a protein supplier that is taking action to reduce its environmental footprint is vital.
FrieslandCampina Ingredients has over 125 years of experience in dairy proteins, from research to processing technology and application knowledge. This expertise is essential for overcoming common protein formulation challenges, to create appealing products that keep consumers coming back for more.
FrieslandCampina Ingredients has the application expertise and regional understanding to help our customers to overcome common protein formulation challenges and create appealing, next-gen protein products that are tailored to their consumers’ needs. We regularly explore new product concepts for athletes and active consumers that capitalise on up-and-coming trends around the world.
We’re committed to putting consumers first by uncovering the science behind the ingredients, which is why we work with industry leaders and world-class academic institutions to keep adding to our robust bank of ground-breaking protein research. As consumers become more proactive about their health, they want proof that their protein products bring certain well-being benefits – placing even more emphasis on science-backed ingredients.
Our supply chain teams are experts in the industry, using the latest technological knowledge to design and maintain highly complex, global production processes at scale, helping us to keep up with evolving protein demand. We ensure our protein ingredients consistently meet the highest specification standards in nutrition, quality and functionality, all while meeting regulatory requirements.
Responsible sourcing is at the heart of everything we do, which is why we own and manage our entire supply chain – allowing us to have full transparency, from grass to glass. We’re also committed to reducing our environmental footprint and we have ambitious goals in place to help us achieve this. This is all backed by our Foqus Planet Programme, which incentivises our member farmers to accelerate on-farm emission reduction with data verified by a third party.
Choosing a partner like FrieslandCampina Ingredients enables you to work side by side with our protein research, processing and application experts– from concept to market.
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