Innova Market Insights Director Lu Ann Williams said that the dairy industry is inherently suited to capture the large number of consumers currently after high-protein foods.
"Dairy products have always had an inherently healthy image and a perception of high protein levels so it is a sector that has been able to adapt relatively rapidly to this rising interest in protein, in some cases by simply changing its labelling and/or positioning," Lu Ann said.
Approximately four percent of global launches recorded by Innova Market Insights in the financial year ending the 30 June 2015 used a protein marketing claim, Australian Food News reported. The claims were either "source of protein" or "high in protein."
Dairy products were the primary category using a protein claim. Eight percent of new dairy products included an advertised protein feature, while this figure jumps at 14 percent within the yoghurt category alone.
The United States are global leaders in terms of protein claims. In fact, over 17 percent of US Dairy launches were positioned on their protein content in the 12 months to the end of June 2015, which is more than doubled the global average. Meanwhile, over one third yoghurt launches were identified as protein sources and closely a quarter of milk drinks were likewise marketed.
The focus on protein has instigated a huge number of milk-based protein drinks introduced. One example is the never-before sold international products like the Icelandic fermented dairy product Skyr have also recently become available.
"High protein foods are one of the most sought-after nutritional choices of the moment," Lu Anne said. "And the dairy sector appears to be extremely well placed to benefit. Yoghurts and milk drinks are the current leaders in terms of activity, but there may also be opportunities in other products such as cheese, particularly soft and fresh products."
