Almonds, cashews, oats, lentils, coconuts, rice, soy, any kind of bean; if you want a plant-based source of protein, the options are endless. Now more than ever, consumers want to take their protein on the go. They need an RTD that can keep up with their busy lifestyles, and functional protein beverages are the way to go.

But are plant-based protein options really the future of protein functional beverages and RTDs? Or are they just another trend? Let’s dive into the world of proteins, review what consumers are looking for, and discuss what it takes to make a great tasting protein product.

I. Animals vs. Plants

People love protein. From bars, to shakes, RTDs, functional beverages, baked goods, or meats, protein is everywhere, and we can’t get enough of it. A study conducted in 2023 looked at the top five benefits consumers associated with protein, the top reason being the improvement of energy levels followed closely by general health and wellness. With protein being the building block of human cells, it’s no surprise consumers want more of it in their diets.

As we have already noted, there are so many types of proteins making their way into the active lifestyle space, so which one is the favorite? Over the past decade, there has been a significant shift in consumer preferences towards plant-based diets. There is a “growing population of consumers saying they are following a diet around the avoidance or moderation of animal-based products, which this being done for health, sustainability, and ethical purposes” (Active Nutrition in the USA 2023).

‍

Looking at the two categories, animal-based vs. plant-based, here are some of the pros for both categories, ingredients, and target audiences’ breakdowns:

Plant-Based Proteins

Pros: health and diets, sustainable, ethical.

• Ingredients and Nutritional Profile: Plant-based functional beverages and foods often include proteins from soy, peas, hemp, and other legumes. These sources are not only rich in essential amino acids but also offer dietary fiber, vitamins, and minerals. The nutritional profile of these beverages makes them appealing to those looking for low-fat, cholesterol-free protein sources.
• Target Audience:
  • Health-Conscious Consumers: Individuals who are lactose intolerant or allergic to dairy often turn to plant-based alternatives. Additionally, the perception of plant-based products as healthier and more natural attracts consumers focused on wellness and clean eating.
  • Ethical and Environmental Considerations: A growing segment of consumers prioritizes sustainability and animal welfare. For these individuals, the lower environmental footprint of plant-based proteins, due to reduced greenhouse gas emissions and water usage, is a significant draw.

Animal-Based Proteins

Pros: fewer ingredients list, fast absorption rate, long history of being trustworthy.

• Ingredients and Nutritional Profile: Animal protein beverages, primarily based on whey and casein, are renowned for their high-quality protein content and complete amino acid profiles. These proteins are easily digestible and have been extensively studied for their effectiveness in supporting muscle growth and recovery.
• Target Audience:
  • Athletes and Fitness Enthusiasts: This group often prefers animal protein beverages due to their proven efficacy in promoting muscle protein synthesis and recovery post-exercise. The fast absorption rate of whey protein, in particular, makes it a popular choice for pre- and post-workout nutrition.
  • Traditional Consumers: Many consumers continue to trust animal-derived products for their nutritional benefits and historical association with health and strength. This demographic values the familiarity and established reputation of animal proteins in supporting a healthy diet.

Now that we understand the two protein categories and why consumers like protein so much, let’s go a step farther and look at the subcategories of each group. Breaking down the five most sought-after sources of protein, the graph below contrasts consumers’ interest for each protein source in 2021 and 2023. We can see from the data that consumer interest in milk and whey proteins – animal-based proteins – have stayed relatively stable over the past 3 years with only a 2% increase in both categories. The plant-based protein sources however – egg, nut, and plant – have each seen a larger jump in interest; the biggest being plant proteins with an increase of 9% over 3 years.

Despite the increase in the plant-based protein options, there isn’t a clear run away when it comes to consumer preference. Whey and plant proteins are hovering around the same preference levels. Egg, milk, and nut proteins are about equal as well. So, who wins? Animals or plants? The answer is… it’s a tie.

“The reality is that except for those following a strict vegan diet, most consumers will prefer to obtain protein from a wide variety of sources as part of an overall diet and lifestyle. Moreover, many consumers will simply be satisfied with a high protein claim when seeking out products, being less attentive to issues such as quality and quantity of protein (especially in impulse categories), and instead, wanting reassurance that products taste good and are easy to digest.”

Sports Nutrition in USA 2023

‍

II. What sets your RTD apart? Here’s a clear winner.

When it comes to the kinds of functional proteins consumers want in their diets, we’ve seen that the source of the protein is not the most important aspect. We’ve seen the data that shows most consumers gravitate towards plant, whey, and more recently nut proteins relatively equally. So, what elements will set your product apart from all the rest? What do consumers care the most about when it comes to functional protein beverages?

A study done in March of 2024 compares consumer preferences from 2021 with 2023 to see how preferences for proteins have changed over two years. Taking the lead for what consumers are most concerned about regarding protein is the aftertaste of a product; with an increased

percentage from 2021 to 2023 of 5%. Everyone wants something that tastes good and is good for you, a fact that has only increased over the years.

‍

‍

Taste will always be the number one factor when it comes to which product consumers choose. While there are people who will sacrifice taste for function, most of the population want to buy products that taste good. They want something that is easy to consume and offers functional health benefits. With the innovations and progression of flavor technology, we never have to sacrifice taste for function again.

III. A Clear Winner

Making a great tasting protein product isn’t a walk in the park, unless you know what you’re doing. The different sources of protein come with their own taste and texture and require different flavors and techniques to make them taste good.

Whey protein, easily the most common, is a great place to start if you are looking for an easily flavored protein. It’s easy to flavor because of its naturally mild taste. Whey also has the added benefit of being the longest standing protein source in the market. Having a well-developed, regularly consumed protein type means the sources of whey are more established and offer cleaner products. Consumers also know what to expect taste wise when they pick up a whey protein product. It’s been around so long there’s little mystery when it comes to the taste of the base.

Pea proteins on the other hand, are a different beast altogether. Whether that’s fermented or a concentrate, pea proteins come in hot with their strong and offensive taste making them difficult to work with. When working with a pea protein, or any protein source that is has a strongly

bad taste, expect to have a more expensive product. Flavoring a powerful base like pea proteins doesn’t come cheap.

But a new protein source is gaining popularity in the functional beverage space over the past year and is revolutionizing the way we think about protein RTDs. Acidified whey protein isolate, otherwise known as “clear protein”, is quickly becoming a crowd favorite. There are vegan options for clear proteins, but they often come with bitter or stale aftertastes that can be difficult to cover up. Aside from being clear, as opposed to cloudy like other protein powders, what makes clear proteins so exciting?

Standard protein powders come with a milky, cloudy, and creamy texture. As a result, they are best paired with flavors like chocolate, vanilla, strawberries and cream, salted caramel, flavors that are rich and decadent. While those flavors are delicious, not everyone wants to be drinking their desserts in the morning. The flavor options are much more limited for standard proteins.

Clear protein, on the other hand, does not have that familiar milky taste and texture. It’s thin and moderately flavorless, like water. This allows several things to happen at once:

1. More acid. Clear protein allows for higher acid content because this protein source will not denature when introduced to high acid levels and will remain stable.
   1. Other proteins require low acid levels to avoid denaturing. Denaturing means that the protein is being unraveled. Think about what happens when an egg is introduced to a high volume of lemon juice. The protein in the egg is altered and the egg looks curdled and uneven. The same can happen when using standard proteins with high acid.
2. What does more acid mean? It means more range of flavor! There’s a reason typical protein drinks have always been flavored with rich or decadent flavors like chocolate or brownie, it’s because of the low acid requirement. Fruity flavors simply don’t taste good at low acids. Thanks to clear protein, functional protein beverages can taste like watermelon, guava, passionfruit, any kind of fruit or candy. Flavors that are typically found in hydration beverages are shifting into the protein beverage space.

‍

Starting a workout with a refreshing strawberry lemonade beverage, while also getting high protein is the best of both worlds.

IV: Flavor Your Way to the Top

Of course, the best thing to do when attempting to flavor a great tasting product is to use Sensapure. But, for those of you who want to go it alone, we are still here to help. Here are some of our dos and don’ts for flavoring and developing a functional protein product that tastes amazing:

‍

DON’T: Go for one flavor.

• Plain vanilla or plain chocolate is not only boring, but also a death sentence for making a great tasting protein. Vanilla is a soft flavor that is easily swallowed up by the strong tastes of protein bases, leading you to use more and more of it just for a hint of the flavor. Chocolate is greatly dependent on the cocoa flavor used and can increase the bitterness and aftertaste of the protein.
• Using one flavor, like chocolate or vanilla, can also compound the earthiness of the base and turn it into something no one wants to drink. It’s quite tricky to find the balance of cocoa and vanillin that can cover the earthiness, instead of enhancing it.

‍

DO: Use spices.

• Incorporating spice flavors into a protein product will significantly improve the taste. Instead of plain vanilla, try vanilla chai. Instead of plain chocolate, try chocolate cinnamon.
• The spiced notes will work with the earthy and bitter notes of the protein base and help smooth out rough aftertastes.

‍

DON’T: Go cheap.

• When it comes to selecting a protein base, whether it’s whey or plant, pick a good one. It’s tempting to cut costs on the base protein because of the amount used per serving, but sometimes selecting a low budget protein can mean spending more money on covering up the taste down the road.
• It’s easy to find shortcuts for price when the base you are working with is mild and easy to flavor.

‍

DO: Incorporate Nuts.

• Like spices, adding a nut flavor to a protein can greatly increase the taste. Hoping for a chocolate protein beverage? Chocolate peanut butter is a great option. As already mentioned, plain chocolate is difficult to cover up the base of a protein, but by adding a nut like peanuts or almonds, will help to work with the earthy and nutty notes.

Creating a great tasting protein product can be tricky, it requires patience, but Sensapure can help at every step of the way.

IV. Conclusion

Both plant-based and animal protein functional beverages have unique benefits and appeal to different consumer segments. Understanding these differences is crucial for developing products that meet market demands. It’s important to continue innovating and diversifying, with plant-based and animal-based options as they both continue to grow in popularity. Sensapure can help develop unique, high-quality beverages that align with consumer preferences and trends in the functional beverage and foods protein space.