Alternative proteins that meet healthy lifestyle trends
Health claims across all food & beverages gain ground â€˘ In recent years, most of the top health claims have increased within all food & beverage launches tracked, catering to the demand for health related market segments.
â€˘ Clean label (e.g. no additives, organic and natural) and free from (gluten free) lead as key
Top health claims in food & beverage launches tracked (Global) 2016
*No additives=No additives/Preservatives *H/S=High/Source
16% 14% 12% 10% 8% 6% 4% 2% 0%
% of new product launches
Clean and clear label, key to convey naturalness Beyond natural claims, clean is becoming mainstream Indexed growth of food & beverage new product launches tracked over time with key clean label claims (Global, 2008=100) 450
Improving consumers’ perception on naturalness
Clean claims: • No additives/preservatives • Natural • Organic • Non-GMO Clear implications • Clean label ingredients • Cleaner formulations • Transparency (ingredients and process) • Clean label processing technologies
-50 3 3
2008 2009 2010 2011 2012 2013 2014 2015 2016
*Clean label claims=Natural, No additives/Preservatives, Organic and No GMO.
Raw C 100% Coconut Water: Protein & Cacao Australia, Oct 2016 DESCRIPTION 100% natural, single origin coconut water blended with pure pea protein. CLAIMS No added color or preservatives. Pure protein. Dairy free. GMO free. Made fresh, not frozen. 20g of protein. 100% natural.
Free from: a healthy lifestyle trend that will extend further Gluten free and vegan are growing the most Percentage of food & beverage launches tracked with the selected claim (Global, 2012-2016) Gluten Free
More variety in free from F&B is expected â€˘ The free from trend includes platforms
such as gluten free, lactose free, vegan and vegetarian (free from meat/animal sources).
% of product launches tracked
United States, Feb 2017
1.4% 1.2% 2012
Suja Twilight Protein Organic Fruit Juice Smoothie with Protein
*F&B=Food & Beverage
DESCRIPTION Fruit juice made with apple, strawberry, banana, water, almond milk, pea protein, chia seed, rice milk and vanilla, in a 354ml PET bottle. CLAIMS 10g of protein per bottle. Surprise your senses with something extraordinary. USDA organic. Non GMO. Contains 86% juice. Suitable for vegans. Certified gluten free. Dairy free.
Health awareness drives growth of protein High/source & added protein claims continue to soar Indexed number of food & beverage product launches tracked with protein claims (Global, 2012=100)
Indexed number of product launches
Hot Dang Breakfast Toaster: Cinnamon Raisin 285
United States, Jul 2017 CLAIMS 6 grams protein. Gluten free. Wholegrain. All natural. Fiber filled. Suitable for vegans. Non-GMO.
Wheyhey The Protein Ice Cream: Chocolate United Kingdom, Jul 2017
0 2012 5 5
Protein claims aiming to attract consumers attention
Protein as added value in mainstream food & beverages Bars
Smowl Bio Superfood Mix: Mango Passion
Thinkthin High Protein Bar: Chocolate Mint
Tummyummy Pasta Organic Chickpea Pasta
Knorr Protein Potage Soup
United States, Jul 2017
Denmark, Jul 2017
CLAIMS Plant based. 13g protein.
CLAIMS Gluten free. High protein content.
France, Jul 2017 DESCRIPTION Potage soup mix CLAIMS Lactose free. with protein. Source of proteins. CLAIMS Contains 8g protein.
Japan, Sep 2017
Protein continues to drive innovation in specialized nutrition Growth of protein claims within specialized nutrition (Global, 2016 vs 2015)
Sports Nutrition +28.5%
Sanitarium Pb Protein Blend Drink: Vanilla Flavour Australia, May 2017 CLAIMS Contains 32g protein for muscle recovery. Health star rating: 5. Balanced blend of slow, medium and fast acting proteins: wheat, soy and casein (25:25:50). 7 7
Myprotein Organic Pumpkin Seed Flour France, Jul 2017 CLAIMS Each 100g serving delivers 65g of protein. Good quality intake of protein is important for all people of all ages. Take the elderly population for example, a loss of muscle mass is a significant health issue, hence why regular protein intake is critical.
Orgain Organic Protein Plant Based Powder: Iced Matcha Latte Flavor United States, Jun 2017 CLAIMS Contains 21g protein, weight management (weight gain or weight loss), a nutritionally complete base for smoothies and liquid nutrition.
Endless opportunities for protein enrichment and claiming Seasoning
Myprotein Mexican Pibil Stew Flavour Protein Seasoning
Kodiak Cakes Power Cakes Presiden Crispy Mushroom Protein Packed Crunchy Snacks Peanut Butter Flapjack Indonesia, May 2017 And Waffle Mix DESCRIPTION High in protein United States, May 2017 chips with fresh-based mushrooms.
France, Jul 2017
Minute Maid Zhichangxinren Coconut Beverage China, Jul 2017 CLAIMS Mixed protein beverage.
Adding protein via sprinkling, more feasible than ever • Protein powder launches featuring a convenient “just sprinkle” format, are observed catering to every palate and occasion.
• Besides standard nutritional benefits, sprinkling protein in any sort of food holds great
potential to tackle weight management concerns due to protein’s high-satiation properties.
Sweet and indulgent Stop And Shop Fitness Whey Protein Powder with Chocolate Flavor
Nutrilite Vegetable Protein Powder
United States, Jun 2017
DESCRIPTION Can be easily mixed with any food as it has a neutral flavor.
DESCRIPTION Whey protein powder with chocolate flavor, in a plastic jar. Great before and after workouts. CLAIMS Contains 20g protein per serving. Supplement your meal by sprinkling on cereal, and oatmeal or add to your favorite pancake, muffin or waffle mix.
Neutral taste that adapts to any dish
Brazil, May 2017
CLAIMS Free from lactose and cholesterol, as any food from plant origin. 100% high quality vegetable protein. Provides high quality protein supplying in balanced amounts the 9 essential amino acids. Ideal for low fat diets.
Alternative proteins use is driven by healthy lifestyle trends â€˘ Alternative proteins application and innovation is emerging strongly, driven by free from and clean & clear label trends.
CAGR (2012-2016) within all food & beverages with protein claims
Rice protein isolate
Pea protein isolate
Naked Tropical Juice Protein Smoothie Ireland, May 2017 CLAIMS Contains 33g soy protein per bottle. Enjoy as part of a varied and balanced diet and healthy lifestyle. Protein contributes to the growth and maintenance of muscle mass. Made from best fruit and pure juice and leave out the other stuff. No added sugar and preservatives.
Alternative proteins cater to trending platforms Flexitarian, vegetarian or vegan approach
High in protein, clean and natural perceived
Trailnuggets Peanut Butter Cocoa Apocalypse: Peanut Butter And Chocolate Flavored Natural Energy Bar
Vega Clean Plant-Based Clean Protein Powder With Vanilla Flavor
South Africa, Jul 2017
United Kingdom, Jun 2017
CLAIMS 220 calories. Natural. Provides energy. High in vegan protein, antioxidants and magnesium. Suitable for vegans.
CLAIMS High in protein. Low in sugars. Suitable for vegetarians and vegans. Vega Clean Protein is plant-based, non-GMO, gluten-free, and made with non-dairy ingredients, with only natural flavors and without artificial colors. Including pea protein.
Watch out for yeast protein: a promising new alternative Lynside® ProteYn: a new solution • Lesaffre Human Care (LHC), supplier of
quality ingredients from yeast and bacteria fermentation for the global human care markets, now offers yeast proteins.
• Lynside® ProteYn is a range of high-
quality proteins derived from yeasts and therefore extremely promising as it builds upon nutritional yeasts’ well-known nature.
• Non-animal : suitable for vegans, vegetarians, flexitarians…
• Complete: contains all nine essential amino acids that exceed FAO requirements.
• Non-GMO, allergen free. • Eco-friendly and reliable (a major trend). 12 12
Lynside® ProteYn: application appeal To help manufacturers, LHC has developed some concepts with their yeast protein, like protein biscuits, protein smoothies or protein shake (pictured).
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LHS - Alternative proteins that meet healthy lifestyle trends