MAKING NUTRITION ACCESSIBLE
At the centre of the health revolution
- Increased nutritional awareness and time-constraint consumers drive demand for nutritional powders, especially in growing economies. Standing out is a strong preference for high-protein products.
- Protein content influences three out of five consumers in their purchasing decisions. In 2020, 6.2% of all food and beverage products carried a protein claim.
- Powder is the biggest product category in food supplement and nutrition, accounting for 68% of global consumption, and expects to grow by 7.7% up until 2024.
MAKING NUTRITION ACCESSIBLE
And still expanding
- Once limited to sports and performance, protein powders have now found their way to consumers looking for healthy ageing, support for children’s development, and weight management.
- The industry is speeding up innovation to better fractionate specialised powders with higher nutritional value, such as lactoferrin from whey.
PRODUCT DEVELOPMENT
Adds value and functionality
- As consumers look for health benefits and new experiences, ingredient powders are a great way to add functional properties to all kind of products.
- In 2020, whey was the most popular powder for adding value to products with an annual growth rate of 3.2%.
- Dairy powders, such as skimmed milk powder, are used in milk product formulas to meet growing consumer demand for new flavours and textures.
PRODUCT DEVELOPMENT
Make way for plant-based
- The plant-based trend is noticeable in the powder category, showing an annual growth rate of 7% in 2020.
- Health and environmentally conscious consumers drive the emergence of plant-based protein powder and products. One example is hybrid drinks combining dairy and plant-based ingredients.
- Chickpea and almond proteins are witnessing rapid annual growth, whereas soy is a popular plant-based material which have reached an established, mainstream position.
ENVIRONMENTAL IMPACT
Upsides with powder
- More products come dehydrated, to which consumers add water themselves. There is an opportunity for powders to expand this trend to dairy beverages.
- Research shows that shipping dehydrated ingredients, such as powder, can replace more than 20% of disposable plastic packaging with reusable packaging.
- Powders naturally have reduced volume and weight since the water is removed. That can contribute to reducing transportation and fuel consumption.
A HEALTHY START
Growing in popularity for the youngest
- The global consumption of infant formula expects a 6% increase by 2023. And the predicted growth for the entire market for baby food powders is 11% between 2018 and 2026.
- The Asia Pacific is the biggest market and expects the most significant growth, reaching a value of around 50 billion US dollars in 2023.
A HEALTHY START
Innovation in a developing world
- Economic growth, a financially strong middle class, and more women in the workforce lead consumers to the convenience of powdered infant formula products.
- There is a trend of enriching powdered infant formula with nutrients promoting brain development, immunity, eye health, and a healthy digestive system.
THE INTEGRATED EDGE.
