Recently, Xiangpiaopiao Food Co.Ltd(603711) and Xiamen Kingdomway Group Company(002626) launched the first LEAN BODY high protein milk shake product on trial sale on the platform of jitter, Jingdong and other electronic business platforms, and other electronic business platforms tiktok up to the shelves, priced at 17 yuan to 18 yuan / bottle.
In fact, in recent years, many enterprises have entered the high protein food market. In addition to the traditional protein powder and protein bar, some high protein dairy products and snacks are also constantly on the new market
no longer “bad” high protein products
New consumers are looking for high protein products for health needs. According to the data, 57% of global consumers will take the initiative to find foods that they think can contribute to health, and 60% of global consumers prefer to choose high protein foods and drinks because they think these products are healthier.
In the past, the common high protein products for consumers in the market were mainly protein powder and protein bar. The sales of protein powder has always occupied a dominant position in all kinds of protein products, and the “defects” in the taste of these products gradually made consumers form the view that high protein products are not delicious. Relevant enterprises are also constantly adjusting the flavor of products to seek to change consumers’ taste perception of high protein products.
The reporter noted that in addition to protein powder and protein bars, high protein milkshakes, high protein coffee drinks, high protein milk, high protein sports supplements, high protein yogurt, high protein energy pasta, high protein doughnuts, high protein chocolate sauce, high protein waffles High protein marine snacks and other products. In the evaluation of some products, “good taste” is the view of most consumers. High protein products on the market are constantly seeking a balance between taste and health
enterprises compete to enter the market and drive the development of the industry
Innova global new product database shows that in China’s food and beverage market, the number of new product releases claiming to contain milk protein is on the rise. In fact, more and more enterprises and emerging brands have entered the field of high protein food and the mainstream health market.
According to Tianyan survey data, at present, there are nearly 10000 enterprises related to “plant protein, animal protein, microbial protein, protein and high protein” in China, and more than 70% have been established within 5 years. Over the past five years, the total annual registration of relevant enterprises has increased steadily, and the annual registration growth rate has remained above 15%.
Previously, amuxi launched a “5g yogurt”, which mainly contains 5g high-quality protein in each cup, which is 1.7 times higher than the national standard of flavor yogurt. Beihai ranch launched “Beihai ranch 3.1” yogurt, which focuses on the high protein selling point of “3.1 times the national standard protein content”, with 9.7 grams of protein per cup.
In January 20th, Xiangpiaopiao Food Co.Ltd(603711) responded to the high protein nutritional milk shake product of investors and Xiamen Kingdomway Group Company(002626) , which has been sold on the electronic platform such as jitter and tiktok Jingdong. Last year, the marine protein snack brand “Mr. beaver” also completed tens of millions of yuan pre-A round of financing.
There are still many enterprises with high protein products. Tian Fanghua, adult nutrition marketing director of feishilan food ingredients, introduced that a clarified whey protein water added with feishilan food ingredients has a whey protein concentration of up to 10%, with a clear and transparent appearance, no sucrose and low calories. This protein aquatic product provides a new choice for sports people, which can supplement protein while people replenish water. “The development of diversified high protein products should be delicious, nutritious and portable.” He said.
In an interview with reporters, Zhu danpeng, an analyst of China’s food industry, also believed that with the deepening of consumers’ awareness of great health, the high protein and high-quality protein industry has entered the start-up node. “With the accelerating pace of work and life, many consumers pay attention to the nutritional aspects of products. They require products to be functional, convenient and fast. Therefore, the rise of high protein industry is closely related to the change of consumers’ consumption thinking and consumption behavior. On the whole, we have Xiangpiaopiao Food Co.Ltd(603711) The layout of high protein products is still good. ” Zhu danpeng said
optimizing protein nutrition is far more than just intake
the continuous development of high protein products also makes enterprises and consumers pay more attention to protein content, but consumers also need to consider multiple factors when choosing protein intake.
“Consumers should consider whether the dose of protein they consume is sufficient, whether the source of protein they consume is high-quality, and whether the timing of protein intake is appropriate.” When talking about how to eat high-quality protein, Tian Fanghua said that amino acid composition and digestibility determine the quality of protein, and different protein sources have different protein quality. Whey protein and casein have excellent amino acid composition and good digestibility, and their quality is higher than that of plant protein. Whey protein is rapidly digested and absorbed, and casein can continuously release amino acids for a longer time. At the same time, different populations need different protein intake, and some specific populations sometimes need higher protein intake. For healthy young people with low amount of exercise, 20g-25g protein can best stimulate muscle synthesis, but after systemic resistance exercise, higher protein may be required to maximize muscle synthesis. The elderly and patients sometimes need higher protein intake.
