From cheese to yogurt, high-protein dairy merchandise are extremely sought-after amongst customers – whether or not lively customers seeking to construct muscle, or health-conscious customers on the lookout for added dietary worth in on a regular basis meals staples.
On the Anuga 2023 commerce present in Cologne, Germany, we noticed many examples of high-protein dairy merchandise. These merchandise typically had a low-fat profile, too – one solution to manufacture a high-protein dairy product is to cut back the fats content material in milk throughout processing, relatively than by fortification by including whey protein focus, for instance. Moreover spoonable yogurts and milk drinks, we noticed high-protein cheese bars from Dutch and British dairy firms, but in addition recent cheese (ricotta and mozzarella) and processed cheese slices as rising classes on the high-protein enviornment. Learn extra on this right here.
Excessive-protein yogurts, particularly, have frequently cropped up on British grocery store cabinets in recent times, with Arla, Nestlé and lately Danone launching merchandise on this class. However whereas these merchandise are sometimes marketed as ‘wholesome’ because of being low in fats and sugar and excessive in protein, a look on the components record reveals components resembling synthetic sweeteners, starches, gums and even plant oils. Can merchandise touted as ‘wholesome’ be actually wholesome if additionally they include these further components blended in?
Danone UK & Eire launched its high-protein dairy line, GetPRO, within the UK final September. Comprising a spread of codecs – from yogurts and puddings to chilled and ambient dairy drinks – the model has since change into an official companion for Group GB, Nice Britain and Northern Eire’s Olympic workforce, whereas Danone can also be a companion of the Paris 2024 Olympic Video games. Requested why the corporate’s GetPRO yogurts – which include components together with synthetic sweeteners, starches and thickeners – are marketed as ‘wholesome’ whereas they technically fall into the ultra-processed meals class in keeping with the NOVA meals classification system, Danone UK & Eire’s dairy class director, Tom Hickton, advised us: “Within the UK, there isn’t any agreed definition of extremely processed meals and they aren’t referred to in authorities dietary suggestions. What’s secret’s the dietary high quality of the product. The GetPRO vary is all non-HFSS (excessive in sugar, salt or fats) and high-protein, with no added sugars, making it a wholesome choice that customers can take pleasure in as a part of a balanced food plan and as a post-workout snack.
How does the NOVA meals classification system ranks dairy?
The system organizes meals throughout 4 teams – unprocessed or minimally processed meals (e.g. milk, eggs, seeds, powdered or pasteurized milk), processed culinary components (salted butter, milk with added nutritional vitamins), processed meals (freshly made unpackaged cheese); and ultra-processed meals (ice cream, milk drinks, flavored yogurts, toddler formulation, follow-on milks, ‘well being’ and ‘slimming’ merchandise resembling meal substitute shakes and powders).
The system exists since 2009 and has been utilized in diet and public well being analysis, coverage, and steering as a software for understanding the well being implications of various meals merchandise. Nonetheless, its critics state it’s too broad throughout and inside its classes.
“Many components we add are to enhance the protection and dietary high quality of our merchandise, and we solely use components which are recognised as secure by the UK Meals Requirements Company.”
A processed meals is just not essentially ‘unhealthy’, he added, and most high-protein merchandise supply dietary advantages, for instance by being a supply of protein and calcium. “The security and dietary worth of a meals shouldn’t be diminished as to if it’s processed or not,” he added. “In truth, meals processing allows our merchandise to be excessive in vital vitamins and is important to make sure we ship secure and nutritious meals to our customers.”
We requested if customers who search for particular dietary advantages – resembling greater protein content material in yogurt – are extra prepared to simply accept a protracted ingredient record. “A protracted ingredient record would not essentially imply the product is ‘unhealthy’ and there are different components to contemplate such because the dietary high quality and security of the meals,” Hickton reiterated. “For instance, in some instances we add additional nutritional vitamins and minerals into our recipes to extend the dietary worth of product, however this additionally ends in an extended ingredient record.
“Customers on the lookout for particular well being advantages could have a greater understanding of these components added to ship vital well being advantages. As a number one food and drinks producer with a health-focused portfolio, we recognise that we even have a job to play in educating customers in regards to the components added to our merchandise,” he stated.
Hickton advised us that Danone UK & Eire is actively striving to simplify recipes and scale back the variety of components and components, however sure meals components – resembling stabilizers, emulsifiers and phosphates – are wanted for security and stability causes. “At Danone UK & Eire, our portfolio is without doubt one of the healthiest within the business, we now have dedicated that at the least 90% of our portfolio of merchandise is not going to be excessive in sugar, salt or fats,” he stated. “GetPRO is not any exception, excessive in protein with no added sugars and low in or containing no fats. We’re proud to be a health-focused meals producer that allows customers to make, handy, wholesome and attractive decisions.”
Profitable market on a progress trajectory
In response to IRI information, the dairy protein market has grown by 44.2% 12 months on 12 months in 2023 to a worth of £117m – and the class is just not set to decelerate. Excessive-protein is projected to be the quickest rising section inside dairy yogurt this 12 months, with a progress price of 17.2% in keeping with Circana. That is pushed by growing client consciousness in regards to the significance of protein for a wholesome, balanced food plan.
“The launch of GetPRO within the UK has additional expanded the protein section with 50% of the model’s customers including it on prime of their normal protein basket,” Hickton advised us, quoting Nectar information encompassing the 12 weeks to December 11, 2023. “The range of codecs together with yogurts, drinks and desserts in addition to each fruity and indulgent flavours gives customers one thing for each snacking event. This development is seen globally, with mature markets like Brazil experiencing sturdy progress because of new entrants providing a large range of flavours and codecs attracting new customers.”
So why did it take Danone UK&I till final September to launch GetPRO within the UK – supplied the corporate’s high-protein merchandise are already out there in different markets such because the US, Europe, Australia, Japan and Brazil underneath model names like Oikos Professional, YoPRO and HiPRO.
“It was vital to us that we launched with the very best product, throughout quite a lot of codecs to go well with the wants of a variety of customers,” Hickton defined. “We launched in 2023 after we knew we had a robust product, in addition to the assets to make GetPRO successful and we proceed to spend money on R&D to carry future improvements to the class. Launching simply earlier than an Olympic 12 months has additionally allowed us to maximise our partnership with Group GB, with a terrific alternative to construct credibility as a brand new model available in the market.
“GetPRO is a spread that delivers on style that we all know could be a barrier for some customers getting into the protein section. Shopper analysis throughout Europe and particularly within the UK constantly locations our merchandise on the prime of client rankings on style, for instance ‘91% of customers love the genuine blueberry style of GetPRO blueberry yoghurt,” he stated, quoting IPSOS analysis from June 2023 amongst 100 respondents. “Our star scores on-line additionally mirror this with a mean 4.4 stars out 55.”
On client preferences for flavors and colours, “preliminary information exhibits fruity flavours resembling strawberry or blueberry stay the highest choice for customers,” he added. “Nonetheless, indulgent flavours throughout the protein section are in large progress, with chocolate rising at +111% in 2023 and being considered one of our flavours with the very best repeat price,” he stated, quoting IRI worth progress information collected within the 52 weeks to December 30, 2023. “Spoonable yoghurt and yoghurt drinks are probably the most bought codecs and are suited to the widest vary of snacking events.”
“Customers already strongly affiliate protein with dairy. It’s a handy and accessible method for individuals to prime up their every day protein consumption.”
Regardless of launching on the UK market later than a few of its main rivals, Danone’s partnership with Group GB in a 12 months when the Olympic Video games are happening presents a major alternative for its GetPRO model. “It’s certainly a really massive alternative for GetPRO and we’re thrilled to be the Official Yoghurt Accomplice of Group GB,” Hickton advised us. “Danone was been designated globally because the official companion of the 2024 Paris Olympic and Paralympics Video games. So we have been actually proud that GetPRO adopted go well with by turning into an official sponsor regionally of Group GB.
“From a industrial perspective, regionally within the UK, this can be a large assertion to the funding we’re prepared to place into the model. It additionally served as a terrific conversation-starter for retailers we’re working with. We hope to get our partnership as broadly often called doable to the general public and maximise this unimaginable Olympic 12 months for our model.”
So, are high-protein yogurts good for you? The reply isn’t clear-cut
As established earlier, there isn’t any formal definition of ultra-processed meals within the UK, the place regulators have centered on limiting the promotion of meals and drinks which are excessive in fats, salt or sugar, whereas the hyperlink between greater consumption of ultra-processed meals and hostile well being outcomes remains to be being investigated.
When evaluating the classification and suitability of the NOVA system within the UK, the Scientific Advisory Committee on Diet steered it was ‘not at all times doable’ to appropriately classify meals to the NOVA classes primarily based on present information from the Nationwide Food plan and Diet Survey – this system that collects information on the nutrient consumption and dietary standing of UK residents. The Committee’s issues have been about inconsistencies between the classifications of some meals within the NOVA system with current UK dietary recommendation.
With no formal definition in place and no consensus from regulators, we reached out to the British Diet Basis in a bid to settle the talk on the well being credentials of high-protein dairy yogurts. The Basis, nonetheless, declined to remark immediately, as an alternative referring us to its place assertion on ultra-processed meals.
There, the Basis states that customers ‘must be supported to decide on more healthy variations of processed meals, and this could embrace some nutrient-dense, inexpensive ultra-processed meals’.
“In international locations such because the UK, ultra-processed meals are at present reported to make a major contribution to complete dietary consumption,” the assertion reads. “While assist to cut back intakes of much less wholesome processed meals is vital, blanket recommendation to keep away from all meals that may be categorised as UPF could have unintended penalties that haven’t been totally investigated for various teams throughout the inhabitants.”
The Basis additionally notes “the restrictions within the NOVA classification system, the potential for confounding, and the likelihood that the noticed hostile associations with ultra-processed meals are lined by current UK dietary suggestions…imply that the proof up to now must be handled with warning.
“At current, the British Diet Basis believes that as a result of lack of agreed definition, the necessity for higher understanding of mechanisms concerned and concern about its usefulness as a software to determine more healthy merchandise, the idea of UPF doesn’t warrant inclusion inside coverage (e.g. nationwide dietary tips).
“Sturdy and complete motion to enhance the meals setting is vital to cut back the excessive prevalence of weight problems and non-communicable illnesses. As well as, analysis to enhance our understanding of the mechanisms linking ‘ultra-processing’ with hostile well being outcomes is warranted to offer translatable recommendation to producers and retailers in relation to another facets of meals/drinks, past their dietary composition, that will affect more healthy dietary decisions.”
