Protein fortification is becoming a significant nutritional value proposition across various sectors of the food and beverage industry as consumers become increasingly aware of the essential role this macronutrient plays in a healthy diet.
According to Innova Market Insights global survey in 2022, the growth in protein claims in new products for the MENA region has been over 41%, which is the highest growth seen globally.
Consumers are increasingly seeking non-traditional forms of protein enriched food & beverages in the forms of snacks, ice creams, yogurts, milks, beverages and even drinking water. According to experts, the audience for active nutrition is expanding beyond bodybuilders and athletes, to include weekend warriors, yoga moms, and the large percentage of consumers who are nutrition conscious and actively seeking to increase.