Opinion: How the protein trend is reshaping food innovation

Disclaimer: The following article is an opinion piece. This article represents the personal views and perspectives of the author and does not necessarily reflect the opinions or positions of Fonterra. Readers are encouraged to verify any claim or statement made below for themselves and Fonterra is not responsible for any decisions taken in reliance on the same.

The demand for high-protein products is rising again, and brands are riding the wave with an ever-increasing number of new product developments. In this article, Nick Hall, Global Core Dairy / Dairy Foods Insights Manager at Fonterra, unpacks some of the emerging global protein trends from the food and drink industry, highlighting a range of untapped opportunities for dairy brands to capitalise on.

High protein, high potential

In the US, protein products have maintained the perception of being healthy and filling, but are not often seen as indulgent or fun.¹ This represents an exciting opportunity for dairy brands to innovate. For the rest of the world, the demand for high-protein foods also continues to rise with an increasing focus on its impacts towards health,² but misconceptions about proper protein intake and sources persist. One way to combat this is to educate consumers on the full benefits of protein and protein ingredients to drive adoption and growth.

A well-known macronutrient gaining mainstream appeal

Approximately one-third of consumers consider "high protein" content a key factor when shopping for food.³ Interest is broadening from that of young, active men to include women and older adults who are taking a proactive approach to their health. For example, 42% of consumers over 55 who exercise regularly find sports nutrition products that support healthy ageing appealing. This highlights a valuable opportunity for dairy brands to engage a wider range of consumers, including demographics that have traditionally been less involved.⁴

Advancements in taste and texture are making high-protein products more enjoyable and accessible to everyone. As consumers deepen their understanding of this macronutrient, brands are broadening their targeted messaging beyond traditional areas like sports, weight control, and medical nutrition to more mainstream themes such as supporting optimal daily performance, active aging, and everyday nutrition.

Emerging trends in consumer protein choices

As the focus on health and wellness grows, consumers are prioritising protein intake by exploring diverse sources and innovative ingredients. Protein from food and beverage sources is increasingly seen as a way to enhance physical and mental well-being, which is driving demand for protein-rich foods.⁵

Protein has evolved from being a niche dietary choice for athletes to becoming a compelling option for mainstream consumers, driven by its energy appeal, health-halo and immunity-boosting properties.⁵ As a result, innovation in protein products is gaining momentum, especially in the high-protein drink category, emphasising convenience and indulgence.

Consumers are increasingly interested in understanding where their food comes from and are seeking transparency in food labelling and the supply chain. A growing segment of consumers, particularly Gen Z, is expanding their knowledge about protein sources and the types of protein they consume.⁵

Dessert-inspired flavours steal the spotlight in new protein product launches

In June 2024, UFIT, mainly known for its RTD protein shakes, made its debut in the high-protein dessert segment with double chocolate and creamy caramel puddings. The brand expanded the lineup in September 2024, introducing strawberries & cream and chocolate hazelnut flavours.

In July 2024, CNP introduced a new line of high-protein dessert mixes. Each serving delivers a decadent mousse and provides 23g of protein. The range is available in four flavours: chocolate, biscuit spread, vanilla and strawberry.

Clear protein drinks with Whey Protein Isolate (WPI) are gaining popularity

Protein water is often made with Whey Protein Isolate (WPI) due to its exceptionally clean flavour. WPI is high in Branched Chain Amino Acids (BCAAs), particularly leucine. The market for clear protein products featuring WPI is expanding rapidly. Derived from Whey Protein Concentrate (WPC), WPI is a high-purity, lactose-free ingredient with over 90% protein content. Its fast absorption rate makes it ideal for mornings or post-workout boosts.

Clear protein powder products in Europe rose by 159% between 2022 and 2024, with UK Amazon purchases soaring by 216% from 2022 to 2023.⁶ Unlike traditional protein drinks linked to fitness enthusiasts, these easy-drinking, low-calorie, lactose-free beverages resemble drinking water, opening up a much wider consumer base.

Innovative approaches from brands embracing the clear protein trend

Protein2o is a protein water with caffeine and L-theanine. It's sugar-free and sweetened with erythritol. Each bottle contains 15g of protein, 125mg of caffeine and 250mg of L-theanine and features energy boost claims (US).⁷

Myprotein Clear Whey Protein Powder is a Clear Whey Protein Isolate containing 20g of whey protein per serving, and is free from artificial flavourings (UK).⁸

Educating consumers is the key to unlocking new opportunities

Efforts to educate consumers about unfamiliar ingredients and their necessity in formulations are key to unlocking new opportunities for dairy brands. In the UK, 42% of consumers⁹ say that knowing more about sports nutrition products would encourage them to use those products or use them more frequently. This highlights a knowledge gap and presents an opportunity for dairy brands to leverage education to attract more consumers to high-protein dairy products with strong nutritional benefits.

Assisting consumers in identifying the most suitable sports nutrition products for their needs offers significant potential for brands and retailers to boost sales. Although many brands already offer different levels of support and advice, the fact that this resonates with 73% of sports nutrition users⁹ indicates that current initiatives are not fully engaging with consumers. It also highlights a considerable opportunity to deepen overall category engagement and strengthen brand loyalty by increasing awareness of the guidance and information already accessible.

Appealing to a younger generation of women with surprisingly natural colours

There has been a rise in protein products featuring vibrantly coloured superfoods like beetroot and blue spirulina combined, which dairy brands can learn from and capitalise on.

Elavi’s Superfood Cashew Butter positions itself as a guilt-free indulgence, perfect for topping cereals, pancakes, or toast. Its bold colour adds a fun and eye-catching visual twist. Similarly, Moodi’s Blue Vanilla Functional Protein, also crafted with blue spirulina, stands out as a visually striking and photogenic beverage, thanks to its stunning bright blue hue.

Combining an eye-catching appearance, appearing almost artificially made but actually derived from natural ingredients, with the appeal of health and beauty benefits, can create a compelling formula. This combination has the potential to attract beauty-minded Gen Z and Millennial women, tapping into their desire for products that are both visually striking and genuinely beneficial.

This vibrant trend offers an exciting opportunity for dairy brands to reimagine how dairy proteins are used, not just for function, but also for fun and flair. By pairing high-quality whey proteins with colourful superfoods, there's real potential to tap into a new wave of visually driven, health-conscious consumers. With the right innovation, dairy can confidently stand out in this space.

The views expressed above are the opinion of the author, not those of Fonterra, and Fonterra is not responsible for any decisions taken in reliance on the same.