Popular protein: the demand for protein increases in Asia

Protein has gained significant popularity in recent years as people become increasingly aware of its health benefits. This is evident in the expected growth of the Asia protein ingredients market by 11.2% this year. NZMP — Fonterra’s dairy ingredients business — plans to address this demand by showcasing its SureProtein range at Food Ingredients Asia (FIA) from 13–15 September in Bangkok.

Between 2012 and 2016, the share of new food launches claiming they contained high levels of protein grew by an average of 8% across Southeast Asia, according to Mintel. Asian consumers are pursuing methods to improve their nutrition that fit into their urban, time-poor lifestyle.

“Although protein has long been associated with body builders and elite athletes, protein-fortified food has now expanded into the mainstream,” explained Hamish Gowans, Fonterra NZMP ingredients general manager for South and East Asia.

“Protein boosts and maintains muscle, helps with weight management, improves growth and development, and helps to keep people active as they age.”

The SureProtein range features high-protein, clean-label dairy beverage concepts, including a high-protein water to support hydration and nutrition; fast Milk Protein chocolate milk which increases the rate of amino acid digestion to support muscle recovery after exercise; and Barista Milk produced with Milk Protein Concentrate 4424, which mimics the sensory characteristics of full-fat milk.

The beverages are free from additives and are not only a useful protein source, as they also provide consumers with calcium.

Gowans explained the nutritional value of dairy products in terms of protein, stating, “Protein from dairy is amongst the highest quality protein available, providing more digestible essential amino acids per gram than other protein options, such as soy.”

The source of this protein is of particular concern to consumers, who want to be reassured that they are not being exposed to any unnecessary additives. Gowan continued by suggesting this is something that NZMP has addressed in its products.

“Using NZMP ingredients, food manufacturers from around the world are able to meet these demands by leveraging the natural, grass-fed goodness of our New Zealand dairy while trusting in our commitment to food safety and quality.”

Fonterra Research and Development Centre Nutritionist Mindy Wigzell will expand on this subject in her talk at FIA on 13 and 14 September. FIA attendees will also have the opportunity to use virtual reality to explore a New Zealand dairy farm and understand the nutritious products that are available from the New Zealand market, including NZMP’s SureProtein range.