The market situation
Protein drink refers to milk or dairy products, or the fruits, seeds or seeds of plants with a certain protein content as raw materials, processed or fermented beverage. Come cent according to the type of protein, basically cent contains milk beverage, vegetable protein beverage and compound protein beverage. (Note: in this article, "milk beverage" refers to the beverage with less than 80% fresh milk, which is consistent with the relevant national standards.
Protein drink innovation
Many innovative hot spots have emerged in the sub-category of dairy drinks, making this traditional product more in line with consumer needs and continuing to attract the attention of young consumers. For example, flavor innovation: Peach is one of the flavors of dairy beverages with the fastest cagR in China since 2019, with a 50% increase, according to Innova Market Insight.
Among plant-based protein drinks, soy protein drinks are still favored, accounting for nearly half of all plant-based protein drinks released in the first half of 2021. Coconut, oats, walnuts and almonds are also high on the list. Among them, the number of new releases of coconut milk and oat milk increased rapidly, becoming the most popular vegetable protein drinks
Compound protein drinks, or combinations of "plant protein and animal protein", are popular with Asian consumers. Walnut, red bean, peanut are more common compound milk drinks flavor. And the collision of plant protein and animal protein can produce new sparks, such as rye, pistachio flavor milk drinks.
According to the 2020 Innova Market Insights Global Consumer Survey, three out of five respondents said that when shopping for food and drink, they prefer products that help improve immune health. In response to the new consumer demand, more protein drinks have been introduced with other nutritional ingredients.