With an increase in obesity and lifestyle-related diseases such as heart stroke and atherosclerosis, the producers of dairy items are becoming more particular in innovating and delivering products that meet the requirements of health-conscious consumers. These growing issues are compelling the consumers to focus more on healthy diets with highly-nutritive value and low-fat food that simultaneously increases daily protein consumption. As a consequence, the demand for healthy and functional food is on the rise, and the consumption of sour cream and clarified butter has decreased. In 2017, Meggle AG, a German-based milk and whey processing company, innovated and launched Meggle cottage cheese. The product especially targeted growing children, pregnant women, and athletes containing high protein of 20gms per pack. Products rich in protein supports muscle development in children and maintains nutrition within the framework of a balanced diet. With this success, Meggle further introduced protein-rich flavored products such as milk and yogurts in varieties. Similar introduction of new products by leaders of the dairy protein marketplace, catering to a certain section of the society, is anticipated to impact the demand in the near future positively. As of 2018, the global dairy protein market size was evaluated to be $19 billion, and the opportunities will be incrementing at a CAGR of 5% during the forecast period 2019-2025.
According to the World Health Organization report, malnutrition is common among children. Around 45% of death occur due to Kwashiorkor or severe malnutrition to children under 5 years. Deficiency in dietary protein causes Kwashiorkor. Intake of dairy protein is essential for children as it contributes to meet the nutrient recommendations in them and protect them from prevalent chronic diseases. Dairy products are a high source of protein, so adequate intake of these reduces the risk of malnutrition. The consumption of dairy products with a high protein content is the major selling feature of the food and beverage sector, especially for infants and for athletes. According to the Food and Agriculture Organization (FAO), more than 6 billion people approximately consume milk products and milk on a regular basis currently. Owing to this, the food and beverage industry is the fastest-growing segment of the dairy protein market, which is poised to grow at a CAGR of 5.6% through to 2025.
North America accounts for 35% of the Global Dairy Protein Market
As of 2018, North America accounted for the largest regional market in terms of revenue. Factors such as growing population, change in the psychographics of the consumers, and rise in the disposable income are driving the growth of the dairy protein market. The United States and Canada are the major producers of milk in North America. According to the FAO, collectively, U.S and Canada accorded to 108.6 million tonnes of milk production in 2018. A rise in milk production has increased the demand for whey protein by the consumers, and North America has a matured market for this product. Consumers incorporate whey protein into their diet directly by adding them with yogurt, oatmeals, smoothies, and pasta to increase protein intake throughout the day. It also offers anabolic-androgenic natural alternatives to steroids for bodybuilders.
The producers of dairy protein in North America are innovating their products to provide their consumers with different options and source for protein intakes such as baking mixes, beverages, snacks, and sports nutrition. The whey protein product is widely used in the sports industry, and these products include whey protein powders, drinks, and bars. For ensuring the safety of the products, the manufacturers are attracting the customers by interactive labeling. Sports industry requires more focus on the labeling and packaging of the product so that it becomes easier for the consumers to understand the ingredients of the products, and they can ensure their own well-being.
Furthermore, in November 2018, Saputo Inc., launched Joyya ultra-filtered milk offering 75% additional protein and 25% less lactose as compared to regular milk or skim milk. Even after the growing demand for milk-alternative product trends in the marketplace, Canadian’s are fiercely inclined towards milk where most of the Canadian citizen still drink milk regularly to consume direct protein. Therefore, North America is likely to witness significant growth in the dairy protein market.
Dairy Protein Market Trend:
· CBD Containing Sports Nutrition Protein Product
Cannabidiol (CBD) products are gaining huge popularity in the dairy protein market. In 2019, Pure Hemp, an American product based company, launch CBD protein powder for the sports persons to ensure that they remain competitive and active by consuming the macronutrients through their products. The product is available in various flavors such as vanilla and chocolate that includes hemp seeds and whey protein-coupled with amino acid and non-GMO grass-fed to help boost the performance. CBD protein powder has become popular for its premium quality content as it prevents muscle fatigue and provides speedy recovery from the intense workout. The supplement has captured the American market, and Pure Hemp is planning to launch its product soon worldwide.
· Camel Milk is the Next Big Nutrition Trend
Among the U.S., Asia, and Australia, camel milk is the new non-cow option trend, which is gaining popularity. According to the WHO report, around 422 million people are currently suffering from diabetes in low-income and middle-income countries. And it has become a leading cause of death. To cure diabetes, doctors have started to recommend camel milk. Camel milk is widely known for curing Type 1 diabetes and autoimmune diseases. Additionally, the camel’s milk is less saturated and total fat as compared to cow’s milk and has an equal amount of iron and vitamin C, calories, and protein. The increasing health-related problems are influencing the growth of the dairy protein market.
The Major Frontrunners of the Dairy Protein Market
The major players in the dairy protein market are Unternehmensgruppe Theo Muller, Westland Milk Products, United Dairymen of Arizona, Tatura Milk Industries Ltd., Idaho Milk Products, Glanbia Plc, Milk Specialties Global, Grassland Dairy Products Inc., Darigold Inc., Murray Goulburn Co-operative Co. Ltd. These companies have been incessantly concentrating on R&D investments, acquisitions, joint ventures, innovation, and partnership strategies to strengthen their portfolio of products.
· Darigold Introduces Salted Caramel Milk
In 2018, Darigold Inc., an American dairy agriculture marketing cooperative, introduced salted caramel milk to improve its product portfolio in the U.S. The packaging of the protein recovery shake is in a resalable pint-size bottle, and it is rBST free. This product is considered to be an excellent source of Vitamin D and calcium. In addition to this, Darigold also introduced dairy products such as butter, cheese, and soured cream. It is available in the supermarkets, hypermarkets, and all specialty stores. This innovation in the dairy protein market has attracted many companies to spend and introduce similar products.
· Nestle Planning to Launch A2 Beta-Casein Protein for Infants in ANZ
In February 2019, Nestle introduced an A2 beta-casein protein infant formula product called Illuma Two-Stage 3 in ANZ, competing with its own first-mover a2 milk. The product is expected to hit the marketplace by November 2019. The product is considered equivalent to breast milk beta-casein protein. Nestle is the first company to promote the ideology that A2 beta-casein is better for human health in comparison with consuming only cow milk, especially for those who are lactose-intolerant.
· ACON Recapitalizes Borden Dairy Company
In July 2017, ACON Investments announced the equity recapitalization of Borden Dairy Company, a leading dairy processor and distributor. The objective behind this is to capitalize on the wide range of opportunities in the dairy protein market, formulate strategies, enhance its product line, and drive significant value creation.
· Danone Sells its Stonyfield to Lactalis
Danone S.A., a French multinational food-product corporation, entered into an agreement with Lactalis Group, a multinational dairy product company, on July 2017. Stoneyfield is one of the U.S. dairy subsidiaries of Danone. Stonyfield generated a revenue of $370 million in 2016. This agreement is expected to create opportunities for dairy protein market.
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