Living increasingly hectic lifestyles, consumers are searching for consumer packaged goods that offer healthy, on-the-go convenience. Resulting from this growing consumer demand for functional beverages as solutions for their busy lifestyles, protein is among the ingredients that have proliferated. Embracing the mass appeal of protein, beverage-makers and formulators are innovating new protein-fortified products in a variety of beverage categories for everyday consumers looking for a protein pick-me-up.
“Today, the everyday consumer seeks protein as part of a healthy and active lifestyle. Protein-enriched products are no longer just for the sports enthusiast and are moving from the gym to mass market environments. With the portability and convenience of beverages, today’s market is experiencing growth in the consumption of protein-infused beverages,” explains Lara Niemann, marketing director of the Americas at Gelita, Sioux City, Iowa.