The high protein trend keeps buzzing

The high-protein trend continues to gain momentum across Europe and the UK

The high-protein trend is initially being driven by the sports nutrition sector but is now expanding into less traditional categories such as desserts and snacks¹. This shift reflects evolving consumer preferences, with health benefits, satiety, convenience, and nutritional enrichment emerging as key drivers. For example, 53% of UK consumers report that high-protein foods help them feel fuller for longer, emphasising the alignment of protein with broader trends in health, wellness, and weight management. As consumers increasingly prioritise these goals, the satiety benefits of protein make it a natural choice. Additionally, high-protein products are being recognised as a convenient, time-saving solution for boosting nutrient intake, further emphasising the importance of ease and practicality in modern diets.²

In response to these consumer needs, product innovation within high-protein categories has increased across the European and UK markets over recent years. Brands have introduced new formats, ingredients, and claims to ensure their offerings meet evolving expectations for health, convenience, and variety. On-the-go, single-serve, and ready-to-eat/drink formats have gained popularity, reflecting a clear shift in how consumers prefer to access high-protein products. A good example of this is high-protein yoghurts now being widely available in pouches and pots, also catering to both adults and children.³

To meet this growing demand, NZMP™ offers a wide portfolio of high-quality proteins designed to help brands achieve their product development goals. Whether it’s creating a high-protein bakery item, a refreshing drink, a creamy yoghurt, or even a savoury snack, NZMP’s ingredients provide versatile solutions for innovation. 

Food Ingredients Europe 

This year, at Food Ingredients Europe, we will showcase a range of protein concepts that highlight the potential of our ingredients. These include:

• High Protein Drinking Yoghurt with NZMP™ Whey Protein Concentrate 550 (WPC 550

• Yoghurt Kids Pouch with NZMP™ Whey Protein Concentrate 550 (WPC 550)

• High Protein Chocolate Chip Cookie with NZMP™ Whey Protein Concentrate 515 (WPC 515)

• High Protein Tortilla Chip with NZMP™ Whey Protein Concentrate (WPC 392)

Make sure to stop by our stand 72M8 at Food Ingredients Europe 2025 in Paris and try our tasty concepts for yourself. Our team will be available to discuss the possibilities our ingredients offer and explore how NZMP can support your brand in meeting the growing consumer demand for high-protein products.