zenithinternational Protein Innovation Report 2014
A review of recent key trends and new product development
November 2014
Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, without the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
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CONTENTS
Section The contacts at Zenith International in connection with this report are:
Page
1. Introduction and scope
4
Harikrishnan H. Pillai Regional Research Coordinator Zenith International Ltd., UK Tel: +44 1225 327934 hpillai@zenithinternational.com
2. Category overview
7
Esther Renfrew Market Intelligence Director Zenith International Ltd., UK Tel: +44 1225 327913 erenfrew@zenithinternational.com
Challenges and barriers
3. Brand profiles
14
Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
3.1 Brand profiles: Ready-to-eat protein products
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3.2 Brand profiles: Ready-to-drink protein products
32
3.3 Ready-to-consume products with protein from new or unconventional sources
74
3.4 Ready-to-consume protein-rich products for specific age groups
77
zenithinternational specialist consultants to the food and drink industries worldwide
Global supply of protein Global trends Packaged high-protein product categories overview
Insights and opportunities
Page 3
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zenithinternational 1. Introduction and scope
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Page 4
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INTRODUCTION AND SCOPE Innovation in ready-to-consume protein products Overview The aim of this report is to assess developments in the packaged ready-toconsume protein products sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.
Scope A global market overview of trends and developments - tracking recent innovation within the category and investigating the future outlook for the market. This report also features brand profiles of leading and innovative adult soft drinks products worldwide to use for benchmarking purposes. Categories covered in this report: Packaged ready-to-drink protein products such as shakes, milk drinks etc. that are marketed as products with a high protein content. Packaged ready-to-eat protein products such as protein bars, snacks, desserts, and yoghurts that are marketed as products with a high protein content. Snacks does not cover packaged nuts, seeds etc. Products profiled in this report contain features that span a number of trends shaping the future of the packaged ready-to-consume protein products sector, including: Introduction of new formats Introduction of new flavours Reduced sugar content Use of new protein sources Use of new ingredients ‘Ultra Premium’ classification Designer bottles Limited edition packaging releases Minimalistic packaging designs Unique packaging shapes & textures
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INTRODUCTION AND SCOPE Innovation in ready-to-consume protein products
Definition: ready-to-consume protein products For the purpose of this report, Zenith has limited its research scope using the following definition: Any packaged and ready-to-consume product marketed as a protein food/snack/drink or highlights the weight of protein content on the label, and 10% (one tenth) or more of its calorific value is from its protein content. According to EU regulations, 1g of protein provides 4kcals. A separate section is provided for ready-to-consume protein-rich products for specific age groups, such as children, seniors, etc. Any packaged and ready-to-consume food or drink product sold through retail as well as other channels, and contains protein from an unconventional or relatively new source (such as insects). Exclusions Any non-packaged product as well as raw or cooked meat, poultry, eggs, seafood, soy, legumes, cheese etc. are excluded.
Coverage Innovation and new product development shaping the global market for Ready-toconsume protein products launched from 2012 to 2014.
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zenithinternational 2. Category overview
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Page 7
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CATEGORY OVERVIEW Global supply of protein Commentary
Global per capita supply of protein (grams per day) Global supply of protein
Commentary
Protein of animal origin
Protein of plant origin
100 80
80
80
80
80
80
80 80 80
80
80
80
55
55
55
55
55
55
55 55 55
55
55
55
25
25
25
25
25
25
25 25 25
25
25
25
2000
2002
2004
2006
2008
2010
2016-f
2018-f
2020-f
80 60
Commentary 40 20
Commentary
0 2012
2014-e
Source: FAOSTAT
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CATEGORY OVERVIEW Global trends Commentary
Product types: Yogurts (Greek non-Greek)
and
Bars Smoothies Commentary
Shakes Milk drinks
Drinkable yogurt Other drinks
Commentary
Commentary
Commentary
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CATEGORY OVERVIEW Packaged high-protein product categories Ready-to-eat products
Ready-to-drink products
Commentary
Commentary
Commentary Commentary Commentary
Commentary Commentary
Commentary
Commentary
Commentary
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CATEGORY OVERVIEW Packaged high-protein product categories Ready-to-consume products from an unconventional protein source
Ready-to-consume products for a specific age group
Commentary
Commentary
Commentary
Commentary
Commentary Commentary Commentary Commentary
Commentary
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CATEGORY OVERVIEW Challenges and barriers
CHALLENGES AND BARRIERS Commentary
Commentary
Commentary
Commentary
Commentary
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CATEGORY OVERVIEW Insights and opportunities
INSIGHTS AND OPPORTUNITIES Commentary
Commentary
Commentary
Commentary
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zenithinternational 3. Brand profiles
3.1 Ready-to-eat protein products 3.2 Ready-to-drink protein products 3.3 Ready-to-consume products with protein from new or unconventional sources 3.4 Ready-to-consume protein-rich products for specific age groups
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READY-TO-EAT PROTEIN PRODUCTS Protein yogurts
Powerful Yogurt Powerful Yogurt, USA www.powerful.yt
Product information: With 20-25g of protein per ‘man-sized’ 8oz serving, Powerful Yogurt is formulated to help men build muscle, burn fat, improve digestive health and increase fertility. In addition, the product line is glutenfree and kosher. The Plain variant has 140kcals while other variants have 170kcals. Calories from protein account for 71% of the calories in the Plain variant while in other variants it is 45%-50%. Launch date: March 2013 Variants: Plain; Blueberry-Açai; Apple Cinnamon; Strawberry; Mango; Banana; Maple Ingredients: 7 live active cultures, natural cane sugar and stevia Positioning: Positioned as a super-protein Greek yogurt that aims to 'serve the health and performance needs of busy men with active lifestyles' Channels: Retail Pack size & type: 8oz/227g plastic pots Price: US$2.29-US$2.99 per 8oz pot
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