Consumer Trends Driving Huge Demand for Protein in Asia

Leading dairy ingredients company NZMP seizes opportunities at Food Ingredients Asia.


With the vast growth of the Asia protein ingredients market which is forecasted to grow up to 11.2 percent this year, NZMP – Fonterra’s dairy ingredients business, lived up to the trend by showcasing their innovative SureProteinTM range of high-protein, clean-label dairy beverage concepts at the Food Ingredients Asia (FIA) held on the 13th to 15th September 2017 in Bangkok.


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


Fonterra NZMP Ingredients General Manager for South & East Asia, Hamish Gowans, said 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 bodybuilders and elite athletes, protein-fortified food has now expanded into the mainstream.”


Acknowledging the emerging trend on the importance of consuming protein, Mr. Gowans added that protein also 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 were 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, also spoke about dairy as nature’s ultimate source of protein on the 13th and 14th of September 2017 for a duration of two hours.


Mr. Gowans believed that consumers are increasingly seeking dairy products from a trusted source and demand to know where their food is from. They are always looking for natural ingredients with minimal additives and clean labels in a clearly stated region. Therefore, the event allowed NZMP to showcase their natural ingredients that meets all these demands by leveraging the natural, grass-fed goodness of their New Zealand dairy and commitment to food safety and quality to food manufacturers from all around the world.


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


The NZMP exhibit which was located at stand X9, also featured 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.


With the long history of partnership between NZMP and Asian food and beverage companies in developing nutritious products for the customers, the FIA was an outstanding way to share their world-leading dairy expertise and innovative offerings from New Zealand with the region.

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Advancing food science, culinary & agrotechnology | MY • SG

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