It is no surprise that the protein segment is doing very well, considering the uptake of the low-carb craze by consumers. But the surge in demand for protein-centric products hinges on other equally important factors. The research behind proteins is ongoing and various health benefits are constantly being revealed. So far, certain proteins have been linked to a reduced risk of cardiovascular disease and cancer, in addition to weight loss and lowering blood pressure, to name a few. Additionally, companies have been hard at work to produce more suitable protein forms that make incorporation into product applications almost seamless.

Protein Trends

The low-carb trend is the most notable driver in the protein category at the moment. Discussing this development and its effect on the protein category was Kevin Marcus, worldwide director of marketing and business development, Cargill Soy Protein Solutions, Wayzata, MN. "The demand for low-carb products has really pulled all proteins up," he said. "The consumer-driven demand for these types of products has really changed the business."

Russ Egbert, director of protein research, ADM, Decatur, IL agreed. "Companies are looking for protein from any source they can find them. Since August last year the low-carb trend has really dictated the development and direction of this segment of the market," he said. "The consumption of protein has increased significantly over the last few years, which has affected our business in a dramatic way."

Robert Beausire, director of business development, Glanbia Nutritionals, Monroe, WI, discussed other drivers in the protein segment. "I forecast continued growth due to the 'Atkins' phenomenon, but not to be overlooked is the growing awareness of the value of different food components, and protein is seen as very positive. As a result, product developers are trying to balance the nutrients in products more responsibly, which usually requires more protein."

Delivering Protein-Centric Products

Have protein-centric products gone mainstream? Not just yet, according to experts. While the sensory and functional issues of protein incorporation have been resolved to an extent, there is still a long way to go.

The major sources of protein include soy and dairy (specifically whey and whey fractions), with other sources including egg proteins, wheat proteins and canola proteins. From a health benefit perspective, however, dairy proteins and soy protein capture most of the attention due to the science behind them.

Glanbia's Mr. Beausire discussed whey protein in more detail. "Whey protein is the most bioavailable, highest quality protein source available and its usage is increasing significantly," he said. "It has always been strong in the sports and active nutrition products, but it continues to expand in other categories as well due to its low flavor profile and high solubility."

When considering the formulation of protein products, moisture and texture are part of the equation. Mr. Marcus discussed soy protein in particular. "The main issues with protein are moisture and texture management. All proteins are different, even as you go from one soy protein company to another," he said. "Working with soy protein requires as much art as science when incorporating it properly and effectively into a food or beverage system."

Mr. Beausire expanded on product development issues. "Formulation with protein can be a challenge, as it is generally more sensitive to processing para­meters such as pH, water activity, heat treatment and interactions with other ingredients," he said. "At Glanbia, we are focusing on improving our proteins' functionality in different systems, in particular bars and ready-to-drink beverages."

Adding protein also creates functional hurdles, as well as texture and flavor problems. To remedy these issues, Grace Harris, manager of applications and business development, Proliant Dairy Ingredients, Ankeny, IA, said protein manufacturers are actively working to develop proteins that meet the functional requirements desired by the formulators, such as a protein that extends the shelf life in high-protein bars and maintains a pleasant flavor profile.

Speaking specifically about beverages was ADM's Mr. Egbert, who said one of the biggest challenges is guaranteeing the stability of a protein-fortified beverage. Second to that, he said, is the issue of taste. "The biggest challenge with adding protein to a beverage is getting the product to be stable. Soy protein, as well as other forms of protein, works well in neutral beverage formulations, but as you move into acidified beverages stability becomes a problem because the protein precipitates out. With the proteins on the market today you will continue to have those difficulties," he said, adding, "The flavor issue is also a significant hurdle. The flavor houses have made tremendous strides in this area and deserve a lot of the credit for getting the market to where it is today, but we still have a long way to go."

Expressing his thoughts on the role of protein in low-carb products from a formulation perspective was Kip Underwood, marketing director, The Solae Company, St. Loius, MO. "The latest food formulation challenges are driven by consumer demand for high protein, low carbohydrate foods. The effect of carbohydrate removal is dependant upon what type of carbohydrate is removed and what food application is involved," he said. "If sugar is removed and replaced with polyols, there is little effect on the matrix, but the nutritional value of the product also remains the same. In the case of bread, as carbohydrates are removed the structure must be rebuilt with either protein or fiber. The result is a finished food product that is not only lower in carbohydrate level, but also more nutritionallybalanced."

Popular And Emerging Product Formats

So what are the most popular product formats for protein? According to Cargill's Mr. Marcus, bars and beverages still reign supreme because they are so convenient. In addition, many of the sensory issues have been resolved so as to make these and other products more appealing. The latest formats he has noticed are the protein-fortified cereals and heart healthy bread. As for emerging product formats, he pointed to pretzels and chips, as well as dairy and bakery as potential areas for increased protein delivery.

Sharon Gerdes, technical support con­sultant, DMI, Inc., Rosemont, IL, says the versatility of dairy proteins is what makes them attractive for use in a range of applications. "Whey protein isolates contain greater than 90% protein, and less than 1% fat and sugar, which makes them ideal ingredients to help food formulators acheive specific nutritional parameters," she said. "Whey protein is being used in very unique ways. For example, Generals Mills' Total Protein uses whey protein isolate. In addition, a lot of the new low-carb bars and bakery products are using various dairy proteins." On the horizon, Ms. Gerdes sees some exciting new delivery mediums for whey protein. "There is a lot of opportunity in the baked goods area, which is where a lot of people are taking carbs out and adding protein. Companies are also experimenting with adding more protein to baking mixes, pancake mixes and pastas."

ADM's Mr. Egbert also added his perspective on future product areas. "I think snacks will be the next format that you are going to see for protein delivery," he said. "Companies are looking to introduce protein to other occasions in the diet to add more variety. Therefore, I think there will be a move away from sweet products toward salty and savory-type products."

Working to add more variety to protein product consumption happens to be a primary focus for Grande Custom Ingredients Group, Lomira, WI. Stephen Dott, vice president, said the company's latest license agreement allows it to use extrusion technology to make a variety of sizes and shapes of protein pieces. "In terms of protein-centric products, consumers are looking for more diversity-beyond beverages and bars," he said. "We feel our new technology and protein pieces might add the needed variety consumers need in this area."

As for new protein sources, Mr. Egbert offered his perspectives. "The Japanese have developed some modified soy proteins that will work in certain beverage environments," he said. "Al­so, ADM is working with canola proteins as a result of its joint venture with Burcon NutraScience in Canada, and those products are acid stable over a large pH range. One of the proteins is actually clear, so there is opportunity to put it in a near water beverage and even some beverages that are not necessarily clear but have some color to them."

Health Benefits
of Various Proteins

Dairy proteins (whey and whey fractions) and soy proteins have different health benefits. Whey protein in particular has a complete amino acid profile, according to Mr. Dott, which is what makes it an attractive ingredient to use in products. Additionally, he said, there are studies coming forth attesting to the benefits of dairy and dairy components in weight loss, though the findings are preliminary. In general, he said consumers become more aware of the value of protein in health every day.

DMI's Ms. Gerdes also discussed whey protein in the context of sports nutrition and other health issues. "Whey proteins have a very high biological value versus other proteins. They are also high in branched chain amino acids, which are ideal for sports nutrition because they prevent muscle catabolism (breakdown) during endurance exercise. In addition, they are effective in helping to maintain lean body mass," she said. "Whey proteins are also involved in cardiovascular health and immune function. New research also shows that milk actually helps people lose weight around the trunk, or middle portion, of the body. The effect seems to come from the combination of the protein and the calcium."

In the area of blood pressure lowering, one particular product has come to the forefront-BioZate® 1 from Davisco Foods, Eden Prairie, MN. BioZate is a whey protein isolate, which can be used in beverages, bars and supplements, and was the focus of a study conducted at the University of Minnesota. The study showed that it worked as well or better than the DASH diet, and could serve as a viable alternative to medication for reducing hypertension.

For soy protein, consumer awareness has been steadily growing since the approval of the heart health claim in 1999. However, the real surge has come in the last few years as a result of the low-carb trend. Being part of the soy protein segment, Cargill's Mr. Marcus pointed out, has its advantages in that there is a constant flow of research being conducted on potential benefits, which helps the category create longevity. "Approximately $80 million per year is spent on soy protein research. This research has spurred a constant flow of information related to soy protein and its health benefits," he said. The most notable development for the category recently is the soy and cancer qualified health claim. Mr. Marcus alluded to the fact that this qualified health claim is only the beginning and claims there are others in the pipeline.

The soy and cancer claim was submitted by the Solae Company and it suggests the consumption of soy protein-based foods may reduce the risk of certain types of cancer, including breast, prostate and colon cancer. The Solae Company submitted the petition in order to seek ap­proval for the health claim, which focuses on 58 studies supporting the relationship between the consumption of soy protein-based foods and the reduced risk of developing these types of cancer. This careful process and the weight of the scientific evidence led to the decision to file the petition with FDA. Expert researchers from The Solae Company's Health & Nutrition and Nutraceuticals team were responsible for spearheading the research results on which the petition is based. Several other leading researchers were involved in the scientific review of the data and supported the decision of The Solae Company to file the petition with FDA. External reviewers of the petition included researchers from Harvard University, the University of California Los Angeles Center for Human Nutrition, the University of Illinois at Urbana-Champaign, the University of Arkansas and Wake Forest University.

Future Protein Prospects

Protein will continue to be favored by default due to the low-carb trend, but when the trend levels out, protein will find a new place among consumers because of the inherent health benefits. Furthermore, as technology creates more suitable proteins for use in foods and beverages, consumers will demand other forms of delivery for their protein-centric products.

Discussing the future for soy protein both in the U.S. and abroad was Mr. Marcus of Cargill. "There is a lot of potential in Europe, as consumers over there are just starting to comprehend the health benefits of soy, and low-carb diets are becoming increasingly popular," he said. "Furthermore, additional health claims for soy protein will help boost the category."

ADM's Mr. Egbert believes the industry will eventually find its way back to a middle ground for protein once the low-carb phenomenon dies down. "There will be a better balance between protein and carbohydrates than has been the case with our diets over the past 20 years," he said. "For the future, I think we will consume more protein than we have in the past. As a result, there will always be op­portunities in this arena."

Grande's Mr. Dott said the trend toward finding a more balanced ap­proach to using protein in products is already happening. "We are already seeing a shift from going 'no' or 'zero' carbs to a balance of 'low' carbohydrates and that is where we see manufacturers going," he said.NW