The trend for high-protein products is gathering pace globally, with more than 10% of new launches using protein claims, as a softer approach to health moves the industry away from probiotic claims, according to data from Innova Market Insights.
While protein claims on new products in the overall food and drinks market remain low - at less than 3% - new product activity in the yoghurt market has focused largely on protein, with more than 10% of launches using protein claims, the 12 month Innova data revealed.
Indeed, a softer approach to claims in the EU in the wake of the health claims legislation has resulted in rising interest in products offering a more general health and well-being image, and this can also include a focus on protein content as one of a range of benefits, said Innova.
“The rise of Greek and Greek-style strained yogurts, which are inherently higher in protein than standard lines, has paved the way for the positioning of yogurts on a high-protein platform,” said Lu Ann Williams, director of innovation at Innova Market Insights. “Although most of these are also ‘probiotic,’ once also a key marketing positioning, problems over health claims in this area have caused companies to divert attention away from digestive health in many instances; often toward nutrient content."
"This has tended to lead to a focus on the higher protein content of Greek-style products, alongside the traditional focus on their creamy and indulgent image,” she added.