Protein overtaking probiotic claims in yogurt market
While protein claims on new products in the overall food and drinks market remain low - at less than 3% - new product activity in the yoghurt market has focused largely on protein, with more than 10% of launches using protein claims, the 12 month Innova data revealed.
Indeed, a softer approach to claims in the EU in the wake of the health claims legislation has resulted in rising interest in products offering a more general health and well-being image, and this can also include a focus on protein content as one of a range of benefits, said Innova.
“The rise of Greek and Greek-style strained yogurts, which are inherently higher in protein than standard lines, has paved the way for the positioning of yogurts on a high-protein platform,” said Lu Ann Williams, director of innovation at Innova Market Insights. “Although most of these are also ‘probiotic,’ once also a key marketing positioning, problems over health claims in this area have caused companies to divert attention away from digestive health in many instances; often toward nutrient content."
"This has tended to lead to a focus on the higher protein content of Greek-style products, alongside the traditional focus on their creamy and indulgent image,” she added.
