Personalised protein ready-to-mix (RTM) powders are currently a niche market but represent an opportunity due to the increasing demand for personalised foods and beverages. Protein powders make up just over half (51%) of retail sports nutrition products sales globally.1 The $11.1 billion global protein powder market is expected to see steady growth ahead at a CAGR of 8.1% from 2019 to 2024.2
In the U.S., nearly half of sports nutrition product consumers purchase protein powder.3 Of these, more than 3 out of 4 do so to maintain a healthy body weight.4 For health- and fitness-oriented consumers who already include protein powders in their diets, protein powders that offer the exact benefits they need with additional targeted nutrients and functional ingredients represent a huge added value.
Personalisation Today: The Four Approaches
The following four approaches are used to develop personalised protein powders today:
- Assessment
The assessment approach is the broadest approach and is based on questionnaires that ask about things like height, weight, gender, medical history, and personal goals. - Biomarker
Biomarker-based services typically utilize blood tests to get an accurate assessment of nutrient needs. - Microbiome
Brands targeting gut health-conscious consumers may utilize stool samples to evaluate the gut microbiome. - Genetics
DNA testing, often via a saliva swab, is used by some brands to assess genes linked to health or fitness.
Types of Personalised Protein Powders
Besides using different approaches to collect consumers’ health data, companies also use different strategies to deliver personalised nutrition. One strategy is personaliation by combination. Care/of, for example, recommends several individual products (based on assessment) that together address the consumer’s needs. This might include Care/of Creatine for high-intensity exercise, Plant Protein for muscle recovery, and Chia-Flax for added fibre. Personalisation of individual products is another strategy.
Looking Ahead
Personalisation will continue to become more finely tuned as technology advances, particularly genetic testing. Epigenetics (how genes are turned on or off based on environmental triggers) will likely also play a role going forward in the personalised nutrition space.
Succeeding with personalised protein powders relies on an understanding of consumers’ wide range of concerns—from exercise support to weight management to joint, gut, and skin health. It’s also essential to have good data collection tools and, of course, high-quality ingredients that can meet consumers' needs.
Contact Glanbia Nutritionals to learn about our portfolio of ingredient solutions and services for RTM protein powders, including our dairy-and plant-based proteins, bioactive ingredients and custom premix solutions.
References
- 1-2. Euromonitor, Sports Nutrition in World, February 2020 (excludes meal replacement and nutrition drinks).
- 3-4. FMCG Gurus, The Evolution of Protein – USA – 2019, October 2019.
- 5. Euromonitor, Sports Nutrition in the US – 2019, September 2019.