Nutritional protein beverages
Let’s capture consumers’ love at first-taste

A protein-rich diet
isn’t just for body­builders anymore
Protein beverages were once targeted at athletes seeking enhanced
performance. Now mainstream consumers are increasingly awareof protein’s superior nutritional value and its positive effect on
health. This awareness drives an incredible demand of nutritional
drinks thus creating opportunities for plant and dairy proteins.
Dairy and plant proteins both offer unique benefits to consumers.
Dairy protein casein provides sustained nutrition and energy forpre-exercise while dairy protein, whey, helps with muscle recovery
for post-exercise. Plant proteins can deliver similar nutritional
benefits as dairy proteins, and additionally, they also provide
sustainability advantages.

What motivates consumers
to use protein drinks ?
Musclemaintenance

HealthMeal replacement

Nutrition

Active lifestyle

Energy$ 13.7 B

Global Plant Protein market to grow
at 8% CAGR to $ 13.7 B by 2021
Source: Technavio$ 19 B

Global Sports Protein market to growat 7% CAGR to $ 19 B by 2022
Source: Euromonitor¹/₄ consumers¹/₄ of US consumers think plant proteinsare as effective as dairy proteins
Source: Mintel¹/₃ consumers¹/₃ of UK consumers hada high protein product in 2017
Source: Mintel

What do consumers say
about protein drinks ?
Taste, texture and variety are key factors in the minds of consumersof high protein drinks. Givaudan is right there with you to meet
consumers’ needs as your innovation partner of choice.
Our renowned consumer insights allow us to uncover white space
opportunities. Our foundational knowledge of protein and a wellconnected operational network helps us speed up your innovative
product design.

Key challenges
Taste and texture

Variety

Faster launch“I just tolerate taste
and texture of highprotein beverages
for the functional
benefits they offer”“Protein shakes offer
very few flavours andit’s getting boring”“I would like to go tomarket quickly andlike to simplify myprocess”– Health conscious consumer—“I wish protein drinks
were available inrefreshing formats”– Lifestyle consumer– Time conscious customer

Our solution
Getting first-time consumers to a second purchase through superior
palatability is key. Learn about our mission to develop best-in-classprotein solutions.
Taste and mouthfeel

Flavour– Maskers to reduce off-tastes,astringency and bitterness– Mouthfeel solutions
to modulate protein
dryness and chalkiness– Taste solutions for sweetness
quality and challenges ofhigh-intensity sweeteners– Dairy-free flavours for plant
protein drinks– Selection of flavours forenjoyment and inspiration
Consumer preferredconcepts– Concept developmentfrom shakes to hydration– Blends of flavour,protein, and otheringredients to simplify
product developmentKnowledge leads togreat taste

The range and availability of alter­native proteins
continues to grow and so do the taste challenges
that come along with them.
We recently completed an extensive study to ­understand everything about seven important proteins, their taste attributes andchallenges: soy, pea, oat, faba, rice, algae and whey – ­individually,sourced by numerous suppliers with different isolation processes,
and in various combinations. Using our expert sensory panels andlanguage we tested protein off-note descriptors against dozens offlavouring ingredients then developed a system of maskers thatallows us to address any taste challenge posed by any of these proteins particularly in high-protein, pH neutral nutritional powders,smoothies, and RTD shakes.

What we did– Profiled the most commonly used, globally relevant proteins fromnumerous suppliers to identify specific sensory characteristics– Sensory panel evaluation for deep understanding of masker­performance against benchmarks– Extensively tested protein off-note d­ escriptors against dozens oftaste and fl­ avour ingredients from TasteSolutions® programme– Conducted over 2,000 tasting evaluations for a broad, targeted
selection of masking ingredients
The result– Ability to address protein flavour challenges across all sensory
descriptors such as aromatic, taste and mouthfeel sensations
for improved palatability– Consumer-friendly labels: Natural, non-GMO, allergen free,palm free, and veganWhatever your challenge withprotein, we have the solution
For more information, please contact us:
global.protein_solutions@givaudan.com