The Protein Boom

References

In the 1970s and ’80s, supplementing a diet with extra protein meant bodybuilding. Creating new muscle requires plenty of whole food protein or supplementation with a protein exhibiting a complete amino acid profile—or both. Today, however, as consumers have begun giving credence to scientific data indicating the importance of quality protein in the diet, the marketplace for all proteins is expanding. Soy, milk, casein and rice protein have defined roles in the market, especially since consumers with food allergies and other health concerns are aware of the potential health benefits of protein.

“Protein is certainly an essential part of any healthy, active lifestyle, but you’re starting to see protein move into different arenas,” said Scott Steil of Humanetics Corp. Protein is increasingly associated with satiety, weight loss and sustained energy because it digests slowly in the human body and aids in controlling insulin fluctuations. Health-conscious consumers are taking note, and the market is diversifying. As sales of functional foods topped $25 billion in 2006 and should gross $39 billion by 2011—demand for protein of all shapes and sizes is high.

To address the American preference for convenience, formulators are demanding various powdered proteins, which is keeping manufacturers busy. Kristin Ebert, marketing director, Solae North America, said, “We’re being called upon to protein-fortify many different food and beverage formats.” Deb Anderson, sales manager, Kerry Proteins and Nutritionals, confirmed manufacturers are adding protein to staple finished products for differentiation in a booming market. She further noted, “Beverages and bars are still the primary driver for protein ingredients.”

Consumers also expect protein in specialty bars. In a recent survey of nearly 2,800 people, Kerry Americas found consumers in the market for organic food bars said sustained energy was their main motivator for a food bar purchase. A related finding was an increased interest in protein levels. “There is a trend toward higher protein level among heavy bar users,” according to the survey summary. “The number of people who preferred ‘6 to 8 grams’ and ‘8 or more grams’ increased,” while demand for lower protein levels decreased. Also interesting was the preferred protein source—51 percent didn’t care what type of protein was used in bar formulation.

But the most specified protein source was soy—at 27 percent, followed by milk at 21 percent.

The Ruling Class: Milk, Whey & Casein

Milk proteins haven’t ruled the protein supplement market for over a decade by chance. When whey protein came to be associated with weight lifters, early manufacturers developed keen marketing strategies to create markets outside of muscle building and exercise recovery. The adage about milk doing a body good also benefited marketing efforts for isolated milk proteins. When the health benefits of protein began circulating in media outlets besides muscle mags, manufacturers looking to fortify existing products with protein naturally defaulted to whey and casein.

Dairy proteins have plenty of health benefits. A recent study on milk basic protein (MBP) showed it effectively increased bone mineral density (BMD) in young women, “primarily through the promotion of bone formation and inhibition of bone absorption.”¹ Milk protein (casein) also “significantly reduced iron-induced lipid peroxidation”, and improved antioxidant status in athletes taking iron-rich sports supplements.² Further, postprandial muscle protein synthesis was significantly improved in rats fed meals containing leucine-rich [whey] proteins.³ In the study, 60 rats received experimental meals with differing leucine concentrations. Muscle protein synthesis was then determined in vivo in the postprandial state at the end of the 30-day nutritional period. Results indicated leucine-rich proteins were efficient in improving muscle protein synthesis in old rats, suggesting whey proteins could possibly be efficient in preventing sarcopenia in elderly humans. Milk peptides have also been shown to have “antihypertensive effects in animal and clinical studies”, as well as “mechanisms to lower blood pressure such as opioid-like activities and mineral-binding and antithrombotic properties”, according to one research review. ⁴

Aside from these benefits, milk protein is now associated with satiety because of digestion duration and the prolonged feeling of fullness after protein consumption. In one study, 50 g of whey (or soy) protein tended to reduce snacking three hours after a meal in lean and overweight males relative to glucose.⁵ Elevation of postprandial insulin and related hormone levels may have contributed to higher satiety after protein consumption. Other studies seeking a link between satiety and protein found a higher-protein diet improved perceptions of satiety and preserved lean body mass in overweight women who had dieted to lose weight.⁶

Kerry recently launched a high colloidal calcium milk protein product, which studies have shown can provide up to 80 percent of the recommended level of calcium in an 8-oz. serving. The protein in Ultranor™ HT10 encapsulates the calcium so it is less likely to settle out in beverage applications. The product provides three times the calcium per unit than milk in a concentrated, stable form.

Other new technology from Kerry is the Profile™ GOS enriched whey protein. From bovine milk lactose, Kerry gets galactooligosaccharides, the same naturallyoccurring prebiotic soluble fiber found in breast milk. Studies suggest these compounds promote the growth of beneficial bacteria and reduce pathogen levels in the gut. Suggested applications for the product include infant and toddler milks, medical nutrition, dairy products and other general nutritional beverages.

Humanetics is also delivering functional dairy-based products to market; but, they’ve approached the market differently. Instead of large servings of 25 to 50 grams of protein, consumers only need 2 to 4 g of its specialty concentrate for the projected result. The product, MicroLactin™, is essentially hyperimmunized cow’s milk protein. “We’re not just another protein source,” Steil said.

“There are cheaper sources than ours if you’re just looking on supplementing daily protein intake.” Rather, MicroLactin is formulated to address inflammation and the associated pain. After much of the lactose, salt and other components are removed from skim milk, Humanetics uses the remaining peptides to formulate MicroLactin. “We end up with this milk protein concentrate that [addresses] the build up of neutrophils in joint space,” Steil said. The product has also been successful in reducing recovery time and improving performance time in long distance runners by neutralizing pain caused by creatine kinase.

From Glanbia’s catalogue of whey protein isolates, hydrolysates and concentrates, and milk protein isolates and concentrates come several products for protein fortification. “The appeal of whey proteins has spread from its sports nutrition base to a much wider audience,” said Max Maxwell, business development manager, Glanbia. “The demand for weight management and satiety with food ingredients has boosted interest in whey.”

Glanbia’s line also features Prolibra®, a natural weight management whey ingredient for weight-loss applications. A second human clinical trial has been completed, with results indicating a reduction in fat and maintenance of lean body mass. The product is suitable for ready-to-drink and powdered beverages, weight loss bars, snacks and dairy applications.

Soy—A Close Second

The isoflavones in soy beans have been tied to several significant health improvements—everything from helping consumers avoid various forms of cancer to lowering blood cholesterol levels and preventing cardiovascular disease. One study showed beta-conglycinin, a component of soy protein isolate (SPI), significantly lowered serum cholesterol and triacylglycerol (TG) levels.⁷ Results also documented a “significant reduction in visceral fat” in the test group given betaconglycinin. Another recent study concluded “soy protein increases high-density lipoprotein [HDL] cholesterol”, while reducing low-density lipoprotein (LDL) cholesterol.

Soy was also found to decrease likelihood of prostate cancer in men. Coupled with a low-fat, highfiber diet, 40 g/d of soy “lead to reductions in circulating hormones or other growth factors stimulating prostate cancer growth.”⁸ Hypertension and metabolic syndrome have also been added to the list of health issues soy may address. A recent study sought to understand soy’s effect on blood pressure profiles and arterial function compared to non legume-based plant protein without isoflavones in hypertensive men and women.⁹ Results indicated soy nuts “reduced some markers of inflammation and increased plasma nitric oxide levels in postmenopausal women with metabolic syndrome.” Soy protein alone did not have the same reduction effects, however.

While soy rides high, manufacturers are getting solid footing in the market with new product launches, technology firsts and consistent sourcing delivery. “The market is still growing,” noted Debbie Schulz, market development manager, Cargill. “Soy is the only vegetable protein I’m aware of that’s equivalent to meat, milk and eggs for protein quality.” Cargill’s Prolisse® natural soy product is made through a special membrane separation process, which Schultz characterized as “more of a physical separation than a chemical separation.” The process yields unique functional properties in the soy and a better flavor for beverages and bars. Prolisse also functions well as a meat-alternative.

“Few foods have been studied for their nutritional value as thoroughly as soy,” noted Kristin Ebert, marketing director, Solae, North America . Solae supplies, among other proteins, soy protein isolates, concentrates and specialty soy lecithins. To its proteinfortified products line, Solae has added a new dry blended beverage powder. One serving of the peach-flavored drink contains 9 grams of protein, reconstitutes in water, and is suited for inclusion in meal replacements or other supplements. Solae also has new technology specifically developed for texture management in food bars fortified with soy protein. The process prevents bar hardening to improve shelf-life characteristics.

Kerry also claims a share of the soy market with a line of soy powders for various applications. Kerry uses organic soy beans in the Soy ISO line of powders, which includes five varieties for use in everything from baked goods to cheeses to infant formulas to bars and smoothies. Differing viscosity, emulsification and water-binding properties make the line versatile for these products, and most of the naturally occurring isoflavones in the harvested soy beans remain in the powders, preserving potential health benefits for consumers.

Rice Protein?

Supplementing a healthy diet with protein isn’t a bad idea for most consumers, but an increasing prevalence of food allergies in the United States, as well as an expansion of the non-animal protein market, is creating demand for new protein sources. Enter rice protein. “We’re getting a call for vegetarian or vegan-type proteins that are hypoallergenic,” said Micky Gross of Rice Protein Technologies (RPT). “We hit a marketplace that is non-soy, non-whey and non-milk.”

The unique characteristics of rice protein are boosting demand. “It’s really still in the vegan and celiac markets, the medical foods industry,” Gross said. “Hypoallergenicity is probably still the biggest selling factor right now.” RPT’s rice protein concentrate is already making inroads in food bars, protein beverages, meal replacements and medical foods, and Gross noted there is mounting interest from crisp manufacturers. The product also has a clean flavor and a positive cost-value profile. While Gross acknowledged rice protein has a limited amino acid profile, it makes it a cost-effective option in blends with whey or soy. “It’s going to become more mainstream, and we know that,” he said.

As sales of functional foods topped $25 billion in 2006 and should gross $39 billion by 2011—demand for protein of all shapes and sizes is high.

Diversity in the Market

Though cost effectiveness and volume considerations are important, manufacturers in each sector of the protein market agree on something: Certain formulations require certain proteins. “Each protein has its own unique potential benefit,” Schulz explained. While cost is most often the primary consideration, biological factors of the protein are equally important.

Anderson had similar thoughts on protein propriety. “I’ll send a customer a protein to use for a bar application,” she said. “It worked wonderfully, so now they’re going to put it in a ready-to-drink beverage and it fails miserably. So, the protein gets blamed when it really isn’t the protein’s fault.” When considering fortifying any product with protein, it’s necessary to consider how the protein will behave in a mixture with other ingredients. Properties such as viscosity and pH levels, for example, can affect formulation, which is why research and development teams will see increased responsibility as the functional food market continues its current upswing.

But the upswing is also pinching some sectors of the market. The demonstrated health benefits of milk protein help suppliers’ marketing efforts, but some are feeling the pressure of increasing world demand. “The dairy protein market right now is extremely tight,” Anderson said. “Supply is short and demand is high.”

Jean Heggie, marketing director, Solae, North America, also commented on the situation: “A recent report by the National Agricultural Statistics Service predicted milk prices could increase 16 percent by the end of 2007.” This proposed shortage has the potential to change the face of the protein-fortified food market as prices for milk protein and its derivatives climb and remain high. Watch for soy, rice and other proteins to make strides if fortified food manufacturers decide continuing the use of whole milk, whey or casein proteins may jeopardize profitability.

Protein is one of the many segments of the natural products industry able to use science to bolster marketing efforts. Manufacturers are increasingly utilizing protein to differentiate functional food offerings, and demand for all proteins is high. Isolated proteins are no longer strictly associated with muscle building and exercise recovery, and science will likely dictate the direction of the protein market in coming years. Twenty years ago, not many would have predicted protein to be associated with joint health or weight loss. Now, with the protein market booming, manufacturers are hoping to supply enough protein to meet national and international demand. 

References

1. Ishida H et al. “Milk basic protein increases bone mineral density and improves bone metabolism in healthy young women.” Osteoporos Int. 2007 Mar 18(3):385-90. http://www.springerlink.com/content/nmp2820220614871/

2. Zinquin G et al. “Iron and exercise induced alterations in antioxidant status. Protection by dietary milk proteins.” Free Radic Res. 2006 40(5):535-42.

3. Rieu I et al. “Increased availability of leucine with leucine-rich whey proteins improves postprandial muscle protein synthesis in aging rats.” Nutrition. 2007 23(4):323-331. http://dx.doi.org/10.1016/j.nut.2006.12.013

4. Jauhiainen T et al. “Milk peptides and blood pressure.” J Nutr. 2007 137(3 Suppl 2):825S-9S. http://jn.nutrition.org/cgi/content/abstract/137/3/825S

5. Bowen J et al. “Appetite regulatory hormone responses to various dietary proteins differ by body mass index status despite similar reductions in ad libitum energy intake.” J Clin Endocrinol Metab. 2006 91(8):2913-9. http://jcem.endojournals.org/cgi/content/abstract/91/8/2913

6. Leidy HJ et al. “Higher protein intake preserves lean mass and satiety with weight loss in pre-obese and obese women.” Obesity (Silver Spring). 2007 15(2):421-9. http://www.obesityresearch.org/cgi/content/abstract/15/2/421

7. Kohno M et al. “Decreases in serum triacylglycerol and visceral fat mediated by dietary soybean beta-conglycinin.” J Atheroscler Thromb. 2006 13(5):247-55. http://www.jstage.jst.go.jp/article/jat/13/5/13_247/_article

8. Li Z et al. “Feasibility of a low-fat/high-fiber diet intervention with soy supplementation in prostate cancer patients after prostatectomy.” Eur J Clin Nutr. Epub ahead of print: 2007 Mar 28. http://www.nature.com/ejcn/journal/vaop/ncurrent/abs/1602743a.html

9. Kimiagar M et al. “Soy Consumption, Markers of Inflammation, and Endothelial Function: A cross-over study in postmenopausal women with the metabolic syndrome.” Diabetes Care. 2007 30(4):967-73. http://care.diabetesjournals.org/cgi/content/abstract/30/4/967