Alternative proteins challenge dairy dominance

The value of the sports nutrition market is set to grow by around eight percent per year to reach over US$17bn globally in 2021, according to Innova Market Insights’ forecasts. The mainstreaming of the market has led to a surge in interest in plant-based alternatives with the traditional dominance of whey and other dairy proteins now being challenged. In fact, over 40 percent growth has been reported in new sports nutrition launches with a plant-based claim (Global, 2014-2018).

Pea-protein-pexelsVegan friendly

Vegan-friendly positionings were used for six percent of global food and beverage launches recorded by Innova Market Insights in 2018, however, this rises to 14 percent for sports nutrition. RTD sports drinks have an even higher level of prevalence for these positionings at 18 percent.

Some of the fastest-growing plant-based proteins include soy protein isolate, pea protein, and rice protein. Moving beyond the protein arena there is also increasing use of other plant-based ingredients in sports nutrition NPD. This is led by nuts and seeds, many of which already carry an inherently healthy and nutritious image. In Europe, for example, sports nutrition launches with nuts and seeds had a CAGR of 23 percent over the 2014 to 2018 period, with 2018 activity led by almonds, peanuts, and sunflower seeds.

More specialist vegan sports nutrition ranges are starting to appear, while more mainstream companies and brands are greening up their portfolios to attract those increasingly wanting to add more plant-based options to their diets.

Active nutrition

As demand for sports nutrition products continues to soar globally, the market has become increasingly mainstream. The concept of active nutrition is developing more widely as interest spreads beyond the traditional core base of bodybuilders, endurance athletes and high- level sportsmen. The focus is increasingly shifting towards everyday health and fitness as a lifestyle choice.

Innova Market Insights data also indicates that global launch activity in sports nutrition has risen particularly strongly over the past three years, reflecting this broadening out of appeal.

Protein content

Sports nutrition has always had a strong focus on protein content and this has probably grown even stronger as interest has spread into the mainstream food and beverage market. ‘One of the most interesting developments in protein use in recent years,’ according to Lu Ann Williams, director of Innovation at Innova Market Insights, ‘has been the move to alternative protein sources, with the traditional dominance of whey and other dairy proteins now being challenged by plant-based products.’

In general, the sports nutrition sector continues to develop and diversify, particularly in terms of target market, with an increasingly wide range of consumers now in its sights, including those interested in different sports, exercise regimes and levels of activity. Growing consumer interest in health, sustainability, and ethics have made plant- derived ingredients and products more popular in sports nutrition in line with the food and drinks market as a whole.



Latest


02 Aug 2021
Hybrid Beverages – The Best of Both Worlds

Hybrid beverages have been around for a few years now, and the popularity of these types of drinks continues to…

Hybrid Beverages – The Best of Both Worlds

Hybrid beverages have been around for a few years now, and the popularity of these types of drinks continues to increase, especially among younger consumers. Tennille Aron looked at how the hybrid drink industry is faring and the trends it seems to follow. Curiosity might have killed the cat, but…

02 Aug 2021
The importance of safe sample transport with Assurecloud

When it comes to the integrity of samples and specimens, ensuring their safe transport to laboratories and testing facilities is…

The importance of safe sample transport with Assurecloud

When it comes to the integrity of samples and specimens, ensuring their safe transport to laboratories and testing facilities is of vital importance. Guaranteeing secure collection, transport and delivery is crucial in making sure that the samples’ value remains uncompromised, and that they are not damaged or mishandled in any…

02 Aug 2021
Introducing South Africa’s first double malt beer

Castle Lager, is proud to introduce the Castle Double Malt, which is the country’s first ever double malt lager. This…

Introducing South Africa’s first double malt beer

Castle Lager, is proud to introduce the Castle Double Malt, which is the country’s first ever double malt lager. This new addition to the Castle family is another celebration of Castle’s 126 year legacy in beer and brings together malts from two of the country’s finest growing regions to create…

29 Jul 2021
Meeting the demanding requirements of the food and beverage industry

The food and beverage industry maintains a fine balance of priorities and requirements. Customers need dependable low and no-maintenance (sealed…

Meeting the demanding requirements of the food and beverage industry

The food and beverage industry maintains a fine balance of priorities and requirements. Customers need dependable low and no-maintenance (sealed for life), cost-effective food-grade solutions that can withstand the rigours of corrosive, acidic, wet and excessively hot environments, with a focus on hygiene and food safety standards. Leading supplier Bearings…


Top stories


07 Feb 2020
Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South…

Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South Africa, has launched a range of plant-based sandwich slices under the brand name Gudness. It is the first range of its kind produced in SA.

18 Mar 2020
Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out…

Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out traditional ingredients from some of the oldest civilizations this year, particularly Central and South America.

18 Mar 2020
Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and…

Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and much-needed jobs created.

31 Mar 2020
Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire…

Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire for a good night’s rest through natural methods.


Visit the official COVID-19 government website to stay informed: sacoronavirus.co.za