New directions will keep the protein trend powering on

Consumer interest in dairy protein emerged among gym-goers in the 1990s and became mass-market 7 years ago. In this podcast, we introduce two emergent strategies from our annual 10 Key Trends report that explain why consumer demand for dairy protein will keep growing for many years to come. One strategy is protein quality, an idea that's unknown to consumers but it is dairy's untapped competitive advantage. Danone, Meijiand Nestlé are leading the charge in Asia, introducing the message of protein quality tothe influential sports and fitness consumers. The other is creatine, a long-established, science-backed sports supplement now crossing over into foods, with emerging benefits for muscle, energy and cognition. Pioneering brands are blending creatine and high-quality protein. Opportunities for innovation will surge.

Time: 25 minutes