According to Euromonitor International, protein powders comprise 46% of the entire sports nutrition market. Meanwhile, more than 20% of consumers in the active and lifestyle nutrition categories still consume powdered drinks at least once a week, according to Arla Foods Ingredients’ own research.
To highlight different ways in which whey can be used in nutritional products, Arla is showcasing three new clear whey powder concepts, flavored to appeal to US consumers.
These are Go Premium, a clear shake for performance nutrition consumers and based on the company’s Lacprodan BLG-100 pure beta-lactoglobulin and 45% higher in leucine than other whey proteins; Go Natural, made with Lacprodan ISO.WaterShake 100% whey protein isolate, is a fruit-infused water shake ideal for active nutrition consumers; and Go Fresh, a shake made with Lacprodan ClearShake (100% whey protein isolate) formulated for lifestyle nutrition consumers who aren’t specifically looking for a post-workout solution, but still want the benefits of whey.
Troels Nørgaard Laursen, director for health and performance at Arla Foods Ingredients, said: “Today’s sports nutrition market is hugely diverse. While shakes are popular across the board, every consumer group has its own preferences – from the hardcore enthusiasts looking for premium ingredients and functionality, to “healthy lifestyle” consumers who prioritize taste and naturality. Fortunately our range of high-quality whey ingredients is wide enough to meet every need, so no matter which segment brands are targeting, there’s a perfect ready-to-mix solution.”
Other concepts on show at the company’s stand will include a protein cold brew, and a tea latte RTD, and a new limited-edition version of the ‘Protein in Every Layer’ bar, a protein bar concept featuring whey and milk protein ingredients.
Laursen added: “The ‘Protein in Every Layer’ bar was a big hit at last year’s SupplySide West. One year on and consumers are of course still seeking healthier snack options. Innovation is particularly evident in the functional and better-for-you bar category, where new standards are being set all the time.”