With the ready-to-drink (RTD) segment expanding at a rapid pace performance in a bottle: 2024 ready to drink sports nutrition trends, all eyes are on protein as the must-have nutrient across functional and sports nutrition applications. The era of protein-rich RTDs is far from over; it’s hard to visit a gym or go to a sporting event without spotting a bottle or two – on-hand to help build muscle, boost performance and aid recovery. But which protein beverage trends are the ones to watch and how can RTD manufacturers drink up the opportunity? In such a fast-growing market, it’s never been more important to keep up with consumer demand, anticipate shoppers’ preferences and carve out a space online and in-store.
Clear protein drinks are one type of RTD that are having a moment – rising in popularity thanks to their hydrating benefits and excellent nutritional profile. Read on to find out why clear protein drinks are one to watch in the RTD space – and how producers are overcoming common formulation challenges to keep consumers coming back for more.
It’s no secret that people are exercising more than ever, whether it’s going to the gym or running a 5km race, they are keen to maintain a good quality of life.
FMCG Gurus, Sports Nutrition: Product Formats and Sensory Appeal, 2023. https://fmcggurus.com/blog/sports-nutrition-product-formats-and-sensory-appeal/
To help them achieve their health and fitness goals, clear protein drinks have become a popular choice – offering both multifunctional health benefits and the convenience of RTDs. Unlike traditional supplements and shakes, clear protein drinks are seen as a more refreshing way to hydrate and fuel up on protein around exercise sessions. In fact, the number of soft drink and sports nutrition launches with hydration-related claims has increased by an impressive 10% in the last three years.
Innova Market Insights (2024), Top Food Trends 2024. Available at: https://www.innovamarketinsights.com/trends/top-food-trends-2024/
Made with whey protein isolate rather than classic whey protein concentrate, it’s also easy to formulate products with gluten-free or lactose-free claims – catering to evolving consumer preferences.
Did you know that the clear protein market has more than doubled in just two years? The number of clear protein powder products available in Europe increased by 159% between 2022-2024.
Nutrition Integrated, ‘Clear protein market doubles in just two years’, 2024
Clear protein drinks also fit the bill for sports enthusiasts and athletes who are looking to increase the amount of high-quality protein they consume to support the growth and development of muscle mass. What’s more, they provide excellent clarity and a neutral taste: a blank canvas for formulators to explore a wealth of flavour options. Given clear protein’s higher acidity levels, fruity, tropical or citrus notes work well in formulation – offering consumers a refreshing alternative to traditional milky protein RTDs. It’s also an opportunity for formulators to diversify their premium portfolio with elevated flavour options like dragon fruit and mango.
A big part of the appeal of clear protein RTDs lies in their sensory properties; they offer a way for more mainstream consumers to enjoy functional beverages. Indeed, figures show that a whopping 33% of them are concerned about the taste and texture of high protein products – highlighting the need for more diverse options on the RTD marketplace.
Innova Market Insights (2024), Top Food Trends 2024. Available at: https://www.innovamarketinsights.com/trends/top-food-trends-2024/
A more refreshing take on the traditional protein shake, many people are attracted to the drink’s juice-like appearance, taste and mouthfeel. But clear protein stirs up several formulation issues. Protein can infer a chalky, powdery texture to beverage applications, making it difficult to create a clear appearance, too – due to the sediment that can cloud a drink.
Ensuring a clean taste profile can also be tricky – after all, consumers want to taste the fruity notes rather than the protein, which is known for its off-flavours. Formulators may therefore need a solution that covers these off-notes with a bold, indulgent flavour. Plus, it’s often difficult to preserve the protein quality in ingredients for clear applications, with some options insufficiently heat-stable during processing or not shelf stable enough. It’s crucial that formulators get these properties right to bring their clear protein drinks to life.
So how can brands respond to the trend for clear protein drinks? They must first select their protein source carefully – prioritising quality and a clean, neutral flavour. Processing benefits should not be forgotten either; they’re all entwined in making an appealing RTD.
We developed our Nutri Whey™ Isolate Clear solution with these issues in mind, to help brands overcome common formulation challenges. An ultra-clear isolated whey protein, it uses our proprietary filtration processing methods to preserve protein quality and nutritional integrity. Through micro- and ultrafiltration, the whey protein is highly concentrated – providing a protein content of at least 90%. Importantly, its sweet, clean and consistent taste profile makes Nutri Whey™ Isolate Clear ideal for clear beverages in a wide range of applications ranging from active lifestyle to medical nutrition.
Our compact clear protein drink concept is a good example of how Nutri Whey™ Isolate Clear can be formulated in a hydrating RTD, fuelled with top quality, clear whey protein. It’s designed for performance athletes who prioritise optimal nutrition but want quick-to-consume products so they can focus on training. This forward-thinking concept delivers a big nutritional hit: 20g of whey protein in 200ml, as well as an excellent amino acid profile and high leucine content. It’s also suitable for lower lactose and low carbohydrate formulations, with no added sugars – ideal for more discerning shoppers or those with dietary preferences. Our compact clear protein drink is designed to fit seamlessly into consumers’ routines and regimes, whatever their level of sporting prowess.
In an increasingly crowded marketplace, clear protein drinks are showing their true colours – offering RTD manufacturers plenty of opportunities to develop hydrating, high-protein beverages in the sports and performance nutrition markets. Choosing a high-quality whey protein isolate, like Nutri Whey™ Isolate Clear, can make all the difference when meeting discerning consumers’ needs – that much is clear.
As experts in protein innovation, FrieslandCampina Ingredients is well placed to support you in developing clear protein drinks that cater to evolving consumer preferences.
Stay tuned for our blog series on the up-and-coming RTD trends to watch – sign up for our newsletter to keep updated on all the insights: Insights – FrieslandCampina Ingredients
Interested in exploring the benefits of clear protein in RTDs? Download the application sheet for our innovative compact clear protein drink: Compact Clear Protein drink – FrieslandCampina Ingredients
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