Upbeat: meeting consumer demand for a convenient source of daily protein

Transcription

1 Upbeat: meeting consumer demand for a convenient source of daily protein Sophie Enever, MSc, ANutr sophie.enever@thegoodwhey.com

2 What we ll cover O The protein revolution O Do we need more protein? O Convenience is key O An Upbeat case study

3 The protein revolution

4 Trends in sports nutrition Source: Euromonitor International, 2011.

5 History of protein Muscle building General health Elderly Elite performance Health and fitness

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10 Nov 12 Lifestyles are becoming increasingly busy and, as a result, shoppers are on the lookout for products that fuel their day Nov 12 Jan 13 Jan 13 May 13 Jul 13 Jun 13 Mar 13

11 O 81% of consumers aware of the importance of getting enough protein in their diet O BUT only 44% knew how much protein they should consume daily O The majority (44%) of those seeking high protein products did so to improve general well-being

12 O UK Department of Health Responsibility Deal with retailers O Government initiatives Calorie Reduction Pledge O Focus on sugar content of drinks O Consumers encouraged to have products that are low fat, low calorie, low sugar yet nutritious

13 Protein has a role to play in public health smart calories O Protein is everywhere in the structure of the body and is critical for top functioning O Structural role thus less likely to be stored as fat O Protein supports physical activity in keeping muscles healthy, as well as bones O Muscles are the powerhouses of the body O O burn fat and energy and convent it into movement buffer blood sugar levels O Protein slows post-prandial blood glucose rise

14 But do we need more protein? Basic need versus optimal intake

15 Need for protein? National Diet and Nutrition Survey state UK population have intakes above the RNI (0.75g/kg body weight/day)

16 Layman (2009). Nutrition & Metabolism, 12(6) Most adults benefit from protein intakes above the minimum RDA to maintain muscle mass and bone health.

17 RECOMMENDATION FOR ATHLETES IOC CONSENSUS STATEMENT (2010) Protein intakes in the range of g / kg / day >65years to 1.2 g protein per kilogram of body weight per day

18 Timing of protein O Our bodies cannot store protein like we do fat and carbohydrate O Also, research suggests we only benefit from a limited amount in one go

19 FSR (%/h) Leucine oxidation (µmol/kg) Dose-response for protein: Dose Leucine oxidation: a a,b b,c c c a a a p = 0.11 b b Protein (g) Protein (g) Moore and Phillips, 2007.

20 To benefit most from protein we should balance our intake across the day Adapted from: Paddon-Jones D and Rasmussen BB (2009)

21 Convenience is key

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23 Breakfast skipping O One in seven people miss breakfast five times on weekday mornings O 19 per cent say they only have time for a cup of tea or coffee. O A poll of 2000 respondents by HGCA (Agriculture and Horticulture Development Board) in July 2012 showed that 47% of us skip breakfast at some point in the week with 15% having no morning meal at all.

24 Delicious dairy protein drink

25 Three macro-trends in food and drink Health Pleasure Convenience

26 Convenience is key in mainstream nutrition Convenience Ready to drink 250ml on-the-go bottle Available in convenience outlets

27 Pleasure Convenience Chilled / fresh to preserve great taste Not reconstituted from powder Ready to drink 250ml on-the-go bottle Available in convenience outlets

28 Whey Protein Concentrate

29 Health Pleasure Convenience Chilled / fresh to preserve great taste Not reconstituted from powder Ready to drink 250ml on-the-go bottle Available in convenience outlets

30 Upbeat addresses many consumer preferences Upbeat is/has O Low fat O No more than 150 kcal per bottle O Low salt O Less than half the sugar of leading fruit juices and smoothies. No free sugars only naturally occurring sugars (majority from milk, some from fruit) O No artificial colours or flavourings. Does contain a small amount of sucralose to get optimal sweetness and keep calories down Source: Mintel. Healthy Snacking, UK Dec 2011

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32 Take homes O People could benefit from optimal protein intakes O Amount O Timing O There s still a need to educate consumers on the benefits O Interesting opportunities for the food industry

33 THANK YOU! Sophie Enever, MSc, Anutr