Rising Protein Trend Will Continue to Drive Demand in 2015
19 Dec 2014 --- Volac, one of Europe’s leading manufacturers of nutritional whey proteins, predicts the appetite for protein, in particular dairy proteins, will continue to drive the sports nutrition category into 2015 and beyond. And as already witnessed, this will ultimately lead to a bigger demand for protein-fortified everyday products to meet the growing demand from mainstream consumer markets.
Louise Mahrra, Volac’s Marketing Manager – Human Nutrition comments: “Sports nutrition will continue to play a big part in the protein industry, especially whey protein. Sports enthusiasts have long recognised the importance of whey proteins as an essential part of their pre, intra and post workout routines. Now as more everyday consumers are beginning to understand how protein fits into their daily lifestyle nutritional needs, we will see an increased demand for convenient high protein solutions for a range of new food formats moving beyond everyday protein powders and bars.”
Mahrra told FoodIngredientsFirst: “Today’s well informed mainstream consumers, seeking convenience and great taste, are increasingly looking towards protein as they believe this supports stamina and makes them feel fuller for longer. Food manufacturers, retailers and branded businesses are beginning to recognise the value of fortifying products with protein, as this provides a nutrient rich alternative to snacks and beverages containing high sugar levels and saturated fats.
“The appetite for protein, particularly whey protein, is driving the nutrition category beyond traditional niche markets, such as body-building and elite athletes, into a more everyday exercise and healthy nutrition market. As a result of this, we are seeing a whole range of new everyday convenience products such as snacks, bars, soups, porridge, coffee, cereals and even ice cream.
“Volactive ProCrisp is the ideal solution for food manufacturers as it overcomes many of the formulation issues associated with other proteins, such as taste and texture. Volactive ProCrisp is an extruded crisp combining whey protein isolate and rice flour which delivers a light and crispy protein sensation, fortifying and improving the texture in nutritionally enhanced foods such as breakfast cereals, savoury snacks and bars,” she continued.
Based in the UK, Volac has developed a strong reputation as the supplier of choice to the European active lifestyle markets, supplying over 50% of all whey proteins to the sports nutrition industry. Volac is also the only Informed-Sport accredited company in Europe to produce high-performance whey proteins with its Volactive UltraWhey range, an important differentiator which sets them apart from the competition.
Visitors to Volac’s stand during HIE were able to sample a range of products made using Volactive ProCrisp, from bite-sized protein-enriched chocolate balls to great tasting protein bars and savoury grissini bites.
