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Lucozade Mile 23 at the London Marathon 2016.
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According to market research agency Zenith International, the once relatively niche market for protein consumption, targeted at athletes and body-builders, has become mainstream as a new range of consumers have embraced the nutrient for its role in maintaining good health. Prioritising protein as a fortification ingredient has driven success in the food and beverage market in 2015, with high-protein products amongst the most successful launches of the year.
The report looked at nine key ready-to-drink protein market segments: flavoured water, coconut water, juice-based drink, RTD coffee/energy, white milk, flavoured milk, plant-based drinks and drinking yogurt.
“The ready-to-drink protein market has been expanding at a faster rate than other ready-to-consume protein products, complementing consumer’s busy lifestyles. As the target market for drinkable protein has opened up, manufacturers have responded, creating a wave of diverse, and increasingly innovative product offerings.”
