Protein content has been one of the key areas of activity in new product development in the food and drinks industry over the past couple of years.

Nearly 4% of global launches recorded by Innova Market Insights in the 12 months to the end of June 2015 used a high-in or source-of protein positioning, rising to nearly 8% in the dairy sector and 14% in the yogurt category.

“Dairy products have always had an inherently healthy image and a perception of high protein levels,” reports Lu Ann Williams, Director of Innovation at Innova Market Insights, “so it is a sector that has been able to adapt relatively rapidly to this rising interest in protein, in some cases by simply changing its labeling and/or positioning.”

The U.S. has led this rising interest in protein content, both overall and specifically in the dairy sector. Over 17% of US dairy launches were positioned on their protein content in the 12 months to the end of June 2015, which is well over twice the global average.