Volac Uncovers Market Potential for Protein Recovery Beverages

Volac commissioned the research in July 2010 among 1,001 consumers, between the ages of 18 and 60, who are committed to undertaking sport or exercise once a week or more, in order to better understand the potential for exercise recovery products containing whey protein in the mainstream market.

Nov 5 2010 --- New research commissioned by Volac, among consumers engaged in moderate exercise, suggests there are now lucrative opportunities for sports nutrition manufacturers prepared to introduce exercise recovery beverages based on whey protein to the mainstream market.

The findings are published in a research paper, Exercise Recovery Beverages: New Opportunities in the Sports Drink Category, available at www.volac.com/news/lifestyle-and-dairy-news and make interesting reading for the sports nutrition manufacturer.

Volac commissioned the research in July 2010 among 1,001 consumers, between the ages of 18 and 60, who are committed to undertaking sport or exercise once a week or more, in order to better understand the potential for exercise recovery products containing whey protein in the mainstream market.

While current understanding of the link between whey protein and exercise recovery together with the intake of protein-based sports nutrition is understandably low amongst this non-elite group, once the benefits of whey protein for muscle recovery were explained, interest grew and the potential market opportunities for sports manufacturers emerged.

Findings of particular interest are:
• Almost one quarter (24%) expressed an interest in a product containing whey protein to help with muscle recovery after exercise
• 53% of those respondents who said that they would be interested in a whey protein product to help with exercise recovery identified the bottled drink as their preferred choice.
• 75% of those respondents currently using a protein product buy a sports drink on a regular basis to support their exercise.
• over three quarters (77%) of those respondents who had used a protein product said it was very or fairly easy to see or feel the benefits of taking protein.

These results indicate that there are rich pickings for sports drinks manufacturers amongst consumers already convinced by the value of protein in the recovery process and open to the ready-to-drink format. However, the report goes on to suggest that once a targeted education programme is launched, which focuses on the importance of whey protein to the recovery process and the significance of both the quantity and timing of the intake, then consumer demand for convenience will only serve to increase interest in the ready-to-drink format.

Until recently, the addition of whey protein to clear beverages has not been without its challenges. A protein that withstands pasteurisation and remains clear in solution throughout the shelf life of a typical near water beverage has been the subject of much research and development.

Volac, however, has answered the processing critics with the development of Volactive Hydrapro – an enhanced, fat-free whey protein isolate which combines high solubility with heat stability and a long shelf life.

As Mark Neville, Head of Lifestyle Ingredients, Volac, explains: “With the barriers to using whey protein in a ready-to-drink format now overcome by Volactive Hydrapro, and the potential market among mainstream consumers revealed by this research, the time is now ripe for drinks manufacturers to bring innovation to the sports drinks category through an all-in-one solution that delivers the triple benefits of rehydration, refuelling and reconditioning while meeting consumer demands for taste and convenience.”

Volac will be demonstrating the potential of Volactive Hydrapro at this year’s Health Ingredients Europe. Prototype drinks, developed specifically for the show, will give visitors the opportunity to see for themselves the clarity Volactive Hydrapro brings to protein-fortified water-based beverages.

The prototype beverages will be available in two pleasant ice-chilled flavours, Lemon & Lime and Iced Peach. Each will contain 2% protein, providing the amount of protein required for recovery by those engaging in regular exercise. Both prototypes will demonstrate the versatility and potential of Volactive Hydrapro to the sports recovery drink market.