Protein has been trending for decades and shows no sign of slowing down. Science has continuously proven protein’s benefits including optimizing muscle mass, providing essential amino acids, maintaining muscle mass as we age, having a satiating effect, and helping maintain weight loss.

Demand is high for products with “high-in-protein” claims. According to FMCG Gurus, a world leader in market research, 65% of global consumers would like to increase their protein intake. Consumers are eager to capture the benefits of protein by including additional protein sources in their diet. Consumer demand for protein is also driven by a desire for products that:
• Provide a nutritional boost
• Support their general health and wellness goals
• Come from a natural source

Milk Protein Isolate (MPI) and Milk Protein Concentrate (MPC) are easy to incorporate into a variety of products and are a great ingredient to boost protein levels. At Vitalus, we use a low-temperature, ultrafiltration system to allow the proteins from fresh, natural milk to maintain their native state. Product categories containing MPI/MPC include sports nutrition, adult nutrition, fresh dairy applications, confections, and sauces. According to Innova Market Insights, the sports nutrition category has the highest number of product launches since 2018 and the sports nutrition market is growing at a rate of 11% per year. FMCG Gurus reports that 84% of global consumers say that they turn to dairy as a source of protein. They cite taste (85%) and nutritional/ingredient information (75%) as the two most important factors that influence their purchasing. Proteins from milk are an easy way to consume the nutrients needed to support general health and wellness goals.

Consumers continue to demand products with increased benefits and great taste from a natural source. Products containing proteins from milk meet this demand in the market in a wide variety of product applications.