Beverage brands infuse protein into their products with whey
Trend - Commonly added to beverages in its powdered form in order to enhance the protein content of shakes, whey is now being incorporated into pre-packaged drinks. These products appeal to fitness-minded consumers and offer the benefit of convenience by removing steps from the process of consuming whey for its protein.
Insight - The CPG as it relates to the food and beverage industry has long been known to consumers as prioritizing convenience over health or quality, due to the easy access and quick turnaround CPG brands offer. With consumer expectations now turning the other way, they're increasingly seeking out brands that are able to offer them the same level of convenience--but in forms that offer clear and unpolluted benefits that work toward their overall wellness.
Insight - The CPG as it relates to the food and beverage industry has long been known to consumers as prioritizing convenience over health or quality, due to the easy access and quick turnaround CPG brands offer. With consumer expectations now turning the other way, they're increasingly seeking out brands that are able to offer them the same level of convenience--but in forms that offer clear and unpolluted benefits that work toward their overall wellness.
Workshop Question - How could your brand better prioritize convenience and quality in its offerings?
Trend Themes
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Incorporating Whey Into Pre-packaged Drinks — Convenient beverages that enhance protein content through whey appeal to fitness-minded consumers and offer the benefit of convenience.
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Functional Food Products for Edible Efficiency — Growing demand for edible efficiency is driving the creation of functional food products such as vitamin-enriched protein waters and clear matcha lattes.
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Upcycling Whey to Create Sustainable Drinks — Startups and brands are leveraging food waste to create sustainable and nourishing whey-based drinks, such as Sparkling Whey Drinks and Upcycled Whey Beverages.
Industry Implications
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Food and Beverage — As health-conscious consumers seek out convenient, yet nourishing, functional food and beverage products, the industry is seeing a rise in protein-enhanced and whey-based beverages.
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Sustainable Food — With food scarcity redefining the way food is produced, startups and brands are finding innovative ways to upcycle food waste, which includes creating new products from whey byproduct.
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CPG — As consumer priorities shift towards seeking brands that offer both wellness benefits and convenience, CPG companies are having to innovate and adapt with trends like incorporating whey into pre-packaged drinks.
