Consumer trends driving demand for protein in Asia

According to global market intelligence agency Mintel, the share of new food launches with high protein claims across Southeast Asia grew by 8 per cent on average every year from 2012 to 2016, with Thailand leading the way as one of the standout markets for high protein food launches.

NZMP – Fonterra’s dairy ingredients business – is set to showcase its innovative SureProtein range of high-protein, clean-label dairy beverage concepts at Food Ingredients Asia (FIA) from 13 to 15 September 2017 in Bangkok.

Fonterra NZMP Ingredients General Manager for South & East Asia, Hamish Gowans, says that Asian consumers are increasingly seeking specific nutritional benefits to support their growing interest in health and active living, while demanding greater convenience to fit urban, time-poor lifestyles.

“Protein is rapidly evolving from a ‘fitness’ to a ‘health and wellness’ ingredient, as incomes rise and people become more aware of its benefits. Although protein has long been associated with body builders and elite athletes, protein-fortified food has now expanded into the mainstream,” said Gowans.

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

“Dairy in particular is an excellent source of high quality protein, and is a tremendous nutritional bundle. 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.”

On display to FIA delegates will be an array of beverage solutions made with NZMP SureProteinTM ingredients, including:

  • A refreshing high protein water to support hydration and nutrition
  • Fast Milk Protein chocolate milk, a delicious high protein recovery drink which significantly increases the rate of amino acid digestion and absorption to support muscle recovery after exercise.
  • Clean label high protein dairy beverages which are free from additives and a great source of calcium and protein.
  • Barista Milk produced with Milk Protein Concentrate 4424 to provide foaming performance and sensory characteristics equal to pasteurised full fat milk.

In addition, Fonterra Research and Development Centre Nutritionist, Mindy Wigzell, will speak about dairy as nature’s ultimate source of protein on 13 and 14 September 2017, from 12-12.30pm in Seminar Room 5.

To further highlight the ‘New Zealand advantage’, delegates visiting the NZMP stand can get up close to a New Zealand dairy farm via an interactive 360° NZMP virtual reality experience. They can also explore ingredients and solutions in the NZMP virtual store that can help to grow their business.

The NZMP exhibit will be at stand X9 and will also feature some of NZMP’s unmatched consumer powders and dairy fats ingredients such as Low Lactose Whole Milk Powder, Super Fortified Skim Milk Powder and Spreadable Butter that spreads straight from the fridge.


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