Convenient health options have become mainstream, driving the rapid development of the plant-based protein market

As active nutrition consumers become more and more diverse, people are more inclined to protein content when choosing food or beverages, protein is a necessary nutritional element for the human body, people maintain the normal operation of human body functions by ingesting protein, and people's attention to health has also begun to promote the rapid development of
the protein market.

Experts point out that protein drinks were initially affected by the sports market, but this has changed
.
"More types of consumers are looking for additional protein sources to improve their overall health rather than just building muscle
.
Convenient options that are delicious and wholesome are now becoming mainstream
.
”

Consumers are making more conscious decisions
about their food and beverage choices.
Consumers have adopted a more holistic, proactive and preventive attitude towards health, which has prompted them to be more mindful of their food and beverage choices
.
The pandemic has only amplified this trend
.
Protein remains a nutrient that consumers actively seek because it has been linked to
many health benefits.

Consumers in the active nutrition space are being attracted
to specific health needs.
53% of consumers are classified as active nutrition consumers
.
At the same time, consumers are looking for more convenient beverages
that enhance their overall health.
In addition to traditional ready-to-eat shakes and protein powders, consumers are increasingly looking for different styles of protein-fortified beverages, including juices, coffee, tea, water and even carbonated drinks
.

While plant-based protein intake is on the rise, experts point out that consumers tend to embrace a wide variety of protein sources
.
Positive nutrition consumers also seem to be open to many different types of protein when purchasing products – plant-based, whey and blended proteins (which contain protein from both plants and animals) all have potential
in this market category.

In some cases, mixing is used to reach the goal of
the protein.
Blending proteins can also help optimize and achieve the properties and other goals required for a successful RTD beverage, including solubility, stability, shelf life, and cost
.
Mixed proteins are attractive
to consumers around the world.

Whey proteins are often an ideal protein source for RTD protein beverages due to their excellent nutritional qualities, light taste, ease of digestion and unique functionality
in beverage systems.

Consumer demand for protein will continue to rise
in the coming years.
With the rising demand in the protein market, the form of protein products has changed from protein bars and protein powders to a variety of high-protein dairy products and high-protein snacks.
.
.
Protein types are also more segmented to meet the more diverse needs of
consumers.