Exploring new venues for dairy products is a major push in the industry right now. One of the hottest trends is formulating new products containing milk proteins. An added benefit to producers!
As consumers have begun giving credence to scientific data indicating the importance of quality protein in the diet, the marketplace for all proteins is expanding. Soy, milk, casein and rice protein have defined roles in the market, especially since consumers with food allergies and other health concerns are aware of the potential health benefits of protein.
Protein is increasingly associated with satiety, weight loss and sustained energy because it digests slowly in the human body and aids in controlling insulin fluctuations. Health-conscious consumers are taking note, and the market is diversifying. As sales of functional foods topped $25 billion in 2006 and should gross $39 billion by 2011—demand for protein of all shapes and sizes is high. To address the American preference for convenience, formulators are demanding various powdered proteins, which is keeping manufacturers busy.
Milk proteins haven’t ruled the protein supplement market for over a decade by chance. When whey protein came to be associated with weight lifters, early manufacturers developed keen marketing strategies to create markets outside of muscle building and exercise recovery. The adage about milk doing a body good also benefited marketing efforts for isolated milk proteins. When the health benefits of protein began circulating in media outlets besides muscle mags, manufacturers looking to fortify existing products with protein naturally defaulted to whey and casein. Dairy proteins have plenty of health benefits. Milk protein is now associated with satiety because of digestion duration and the prolonged feeling of fullness after protein consumption.