A June 2014 press release by Innova Market Insights quotes its Director of Innovation, Lu Ann Williams, as listing a number of drivers behind the growing interest in proteins. They include the challenge of feeding a growing global population, “the economic and environmental costs of existing protein sources” and an “alarming rise in sarcopenia.” For example, the number of people “seriously affected” by sarcopenia will be over 200 million by 2050 in the E.U., U.S., and Japan.
Innova Market Insights data indicate that nearly 3% of global food and beverage launches in the 12 months ending 31 March, 2014, were marketed on a “high-protein” or “source-of-protein” positioning, rising to 6% in the US.
The release goes on to say that “While vegetables lead the list for the number of published protein patents in food and drinks, whey has risen from eighth position in 2012 to third position in 2013.” Over 12% of the protein patents are related to sports. And, “ the number of nut and seed protein patents has also risen sharply, from single figures in 2012 to more than 200 in 2013.” For more information about Innova Market Insights, see: www.innovadatabase.com