Over the past few years, a mix of geopolitical and economic challenges, intertwined with the fast pace of the post-pandemic world have significantly impacted people’s mental health, leading to feelings of uncertainty, stress and anxiety. Nonetheless, today’s consumers are more determined than ever to foster change, taking a step back from the hustle and bustle of life to focus on self-care. As they redefine their priorities, they turn to exercise and diet as a strategy for enhancing mental balance and overall health.
Long held up as the hero macro in sports nutrition, protein supplements are booming in everyday life too, with over a third of consumers seeking to incorporate more of this key nutrient into their diets.
FMCG Gurus, ‘Consumer Perspectives on Protein Consumption’, 2022
But between work, family, training and socialising, people crave convenient, high-quality protein sources.
Tasty, nutritious and on-the-go, protein shakes are a consumer favourite for a reason. But this category is also highly competitive, with different protein sources, flavours, added nutrients and different health claims – like the ever popular gut health support – all vying for consumers’ attention. So, the burning question is: how can manufacturers seize a leading position in the market with distinctive protein shakes that resonate with consumers’ desires? Read on to explore how to enter the next generation of beverages that cater to both the body and the mind.
Protein has long been associated with an active lifestyle, supporting muscle protein synthesis (MPS) and overall muscle health. Countless studies have demonstrated how consuming this nutrient pre- and post-workout can stimulate muscle recovery and growth, optimising performance.
Jager R., Kerksick C.M., Campbell B.I., Cribb P.J., Wells S.D., Skwiat T.M., Purpura M., Ziegenfuss T.N., Ferrando A.A., Arent S.M., et al. International Society of Sports Nutrition Position Stand: Protein and exercise. J. Int. Soc. Sports Nutr. 2017;14:20. doi: 10.1186/s12970-017-0177-8
However, protein supplementation before sleep has another, lesser-known benefit. Collaborative research by FrieslandCampina Ingredients and Maastricht University explored the potential impacts of whey or casein protein consumed just before bedtime. The study showed ingesting protein before sleep can increase overnight MPS, therefore fostering muscle recovery and helping athletes improve their strength and training efficiency even at night.
FrieslandCampina Ingredients, ProSleepMito, 2022
But the story doesn’t end there. Nowadays, consumers see protein as a cornerstone for good holistic health – 74% associate it with helping their overall well-being.
FMCG Gurus, Consumer perspectives on protein consumption, 2022
But does protein also contribute to mental balance? Beyond its role in keeping us satiated, this nutrient contains amino acids crucial for the brain’s synthesis of mood-regulating chemicals and neurotransmitters, which impact cognitive function.
Muth AK, Park SQ. The impact of dietary macronutrient intake on cognitive function and the brain. Clin Nutr. 2021 Jun;40(6):3999-4010. doi: 10.1016/j.clnu.2021.04.043. Epub 2021 May 1. PMID: 34139473.
Teuri & Korpela, 1998
Studies reveal that people who consume low-protein diets are more likely to experience symptoms of depression and anxiety.
Kris-Etherton PM, Petersen KS, Hibbeln JR, Hurley D, Kolick V, Peoples S, Rodriguez N, Woodward-Lopez G. Nutrition and behavioral health disorders: depression and anxiety. Nutr Rev. 2021 Feb 11;79(3):247-260. doi: 10.1093/nutrit/nuaa025. PMID: 32447382; PMCID: PMC8453603.
And there’s more – emerging research delves into the nutrient’s effect on sleep, suggesting that protein-rich diet could promote deeper, more restorative sleep patterns.
Titos I., Juginovic A., Vaccaro A., Gorelik P., Mazor P., Rogulja D., A gut-secreted peptide suppresses arousability from sleep, 2023. DOI: https://doi.org/10.1016/j.cell.2023.02.022
This groundbreaking science is set to open up a world of opportunities for brands looking to innovate with protein shakes not only for muscle recovery but also for sleep and mental well-being.
As consumers become more educated about the holistic nature of wellness, multi-ingredient solutions are set to be the next big thing in the nutrition industry.
Euromonitor International, The Five Trends Pushing Global Consumer Health into 2024, 2023. https://www.euromonitor.com/article/the-five-trends-pushing-global-consumer-health-into-2024
Individuals are actively seeking out functional foods and beverages that offer comprehensive support, aiding both physical and mental balance, boosting energy levels and promoting a much-needed sense of refreshment – especially after a long day or an intense workout session. To put it simply, creating products that benefit both the body and the mind is key to capitalising on consumer preferences.
While protein remains a staple, health-conscious consumers are setting their sights on other ingredients too. Take prebiotics like our Biotis® GOS, for example. Numerous studies have shown that Biotis® GOS influence on the balance of gut microbiota,
Krumbeck et al., 2018..
Johnstone et al., 2021.
Ladirat et al., 2014
Walton et al., 2012.
Schoemaker et al 2022.
resulting in beneficial effects on gut
Euromonitor International, The Five Trends Pushing Global Consumer Health into 2024, 2023. https://www.euromonitor.com/article/the-five-trends-pushing-global-consumer-health-into-2024
Teuri & Korpela, 1998
and mental well-being.10 Combining proteins with galacto-oligosaccharides in your next shake innovation can represent the winning formula to take the lead in the space. This strategic duo perfectly aligns with the growing desire for comprehensive well-being solutions by targeting the gut-brain axis. In fact, research has shown that galacto-oligosaccharide (GOS) supplementation effectively reduces feelings of stress and anxiety,
ProSleepMito, 2022
improving mood and sleep quality by taking care of the gut. And as awareness grows regarding the gut’s impact beyond digestion, including its role in supporting immune
Schluter, J., Peled, J.U., Taylor, B.P. et al. The gut microbiota is associated with immune cell dynamics in humans. Nature 588, 303–307 (2020). https://doi.org/10.1038/s41586-020-2971-8
and muscle health
Schluter, J., Peled, J.U., Taylor, B.P. et al. The gut microbiota is associated with immune cell dynamics in humans. Nature 588, 303–307 (2020). https://doi.org/10.1038/s41586-020-2971-8
too, this perfect mix can ensure consumer satisfaction and manufacturers’ success.
To help you power innovation with holistic protein beverages that promote mental balance, we have developed a unique high-protein relax recovery shake. Featuring Excellion® Calcium Caseinate I and BiotisTM GOS-OP High Purity, this solution supports the gut microbiome
Krumbeck et al,, 2018. Johnstone et al., 2021. Ladirat et al., 2014. Walton et al., 2012
and fosters relaxation
Ladirat et al., 2014
, while enhancing muscle building and maintenance.
Schluter, J., Peled, J.U., Taylor, B.P. et al. The gut microbiota is associated with immune cell dynamics in humans. Nature 588, 303–307 (2020). https://doi.org/10.1038/s41586-020-2971-8
Plus, with the clean sensory profile and excellent dispersibility of the two ingredients, this application provides not only convenience and nutrition but also a taste experience that will make consumers come back for more.
Download the application sheet now to discover the full potential of FrieslandCampina Ingredients’ high-protein relax recovery shakes: https://www.frieslandcampinaingredients.com/application/high-protein-relax-recovery-shake/
For more than a century we’ve been creating quality ingredients delivered with passion. Whether we’re inspiring ideas from drinks to bars, or supporting how to manufacture products in better ways, our customers can count on us to deliver, time and time again.
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