Market Trends of North America Milk Protein Industry
Consumer Inclination toward Protein-rich Food driving the Market
- The high-protein trend is gaining a foothold in the North American region as protein claims on food and drink launches continue its growth path. The absolute number of high-protein food and drink introductions has experienced strong growth over the past years, making it high in protein and one of the strongest growing claims in the food and drink market.
- Consumers in the region are prompting food and beverage manufacturers to include functional whey protein in the packed food products as it helps to replace the high-fat ingredients and maintains the same flavor and texture similar to the original formulation. Thus, the growing consumer demand for whey protein in packed food products is further propelling the growth of milk protein in the market.
- For instance, in June 2022, NZMP Fonterra's global ingredients business entered into a joint venture with Tillamook Country Creamery Association (TCCA) and Three Mile Canyon farms in the United States. It launched Pro-OptimaTM, a grade A functional whey protein concentrate, to the market.
- Furthermore, sportspersons and athletes are looking for natural and less processed nutritional solutions with proven benefits. Many milk protein manufacturing companies are launching new nutritional solutions to support sports nutrition manufacturers. For instance, in December 2021, Lactalis Ingredients launched high-protein concepts with two native protein sources, including Ponativ's Native Micellar Casein and Pronativ's Native Whey Protein, targeting sports nutrition and healthy aging.
- Thus, the ongoing consumer demand for high protein/protein-rich food and beverages is driving the application of milk protein ingredients actively across various end-user food and beverage industries in the region.
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United States Holds the Major Share in the Market
- The prominence of nutritional enrichment in food and beverage products is growing. This is in line with the rising awareness in the market for maintaining a healthy lifestyle among different individuals and has a strong positive impact on milk proteins in the country. Moreover, the multifunctionality of milk proteins in different end-user industries in the country, such as bakery, confectionery, nutritional beverage, and dairy, is escalating the demand for the same in the country.
- Additionally, the demand for clean labels and organic products is increasing in the market. In turn, the demand for organic as well as clean-label milk proteins is increasing from the various end-user industries. This has led to an increase in the number of product innovations as well as mergers in the country, catering to the growing trend in the market; thereby, it is expected to drive demand for the market studied in the United States. Alongside this, the growing number of athletes in the country has increased the demand for whey protein ingredients, as it is commonly used in various sports drinks, energy drinks, and other functional foods and beverages.
- For instance, in June 2022, Fonterra Co-Operative Group entered a joint venture with Three Mile Canyon Farms as well as Tillamook County Creamery Association (TCCA) in the United States. This joint venture resulted in the launch of a whey protein concentrate on the market, namely, Pro-OptimaTM. This ingredient is a functional whey protein concentrate of Grade A quality.
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