FrieslandCampina reveals 2024 trends report

This is according to the annual trends forecast from multinational dairy cooperative FrieslandCampina Ingredients, which draws on consumer insights from Mintel, Euromonitor and FMCG Gurus.

Alt proteins go global​ 

Consumers are actively seeking animal product alternatives, offering a “promising avenue for innovation”, particularly within precision fermentation, according to the supplier’s report.

The key, it explains, is that these alternatives must match the taste and nutritional quality of their traditional counterparts. 

Commenting on the report, Nick Morgan, founder and managing director of the active nutrition insights firm Nutrition Integrated, told NutraIngredients that taste is key in today’s world and that “good for an alternative protein” is not good enough.

“Precision fermentation is a fast and exciting area of development,” he added. “Innovation here isn’t the challenge; it is the communication of the proposition that is fundamental to success or the timing of commercial take-off. A case of ‘innovation by communication’.”

MyProtein’s Whey Protein Isolate​ and Arla’s new clear fermented protein drink​ are examples of product launches that tap into this precision fermentation trend, plus AminoLabs recently launched a plant protein blend​ to meet the market demand for an experientially superior plant protein. 

Going beyond the gut

The trend report also noted that the connection between physical and mental health has prompted consumers to recognise the gut’s impact beyond digestion.

“While consumers may not be overly familiar with the specific phrase ‘microbiome’, a high proportion of consumers now recognise the link between good digestive health and good overall health,” Mike Hughes, head of research and insight at FMCG Gurus tells NutraIngredients.