Powder Products Still Strong
But do not take this to mean that powder products aren’t doing well; these are also still going strong, and according to some, the powder market is seeing resurging interest.
At the recent SupplySide West trade show in October, Dupont Nutrition & Health (St. Louis) cited Euromonitor estimates predicting that the global market for protein supplement powders will garner $2.7 billion in 2015 alone, up 11.3% compared to 2014. The larger sports nutrition powder category is expected to grow to $7.7 billion, up 10.4% compared to 2014.
“If you look back three or four years ago, or even about five years ago, the powder market wasn’t growing as rapidly as it is now,” said Greg Paul, PhD, marketing director, global consumer segments, Dupont Nutrition & Health. “It was more of a mature industry, and things like the bars and the ready-to-drink beverages and more convenient ones were growing faster. But in the last five years, there’s been a rejuvenation of that powder category, with people looking to get more protein in their diet and looking to supplement protein every day into their diet. That’s typically how powdered beverages are consumed.”
To meet this demand, Dupont launched its newest quick-dissolve soy protein powder, Supro XT 221D, which disperses in liquid in just nine seconds—faster than any other isolated soy protein powder on the market today, the company says, noting that typically a good-dissolving powder will disperse in 25 seconds, and an average powder will do so within 35–40 seconds.
Minerals supplier Albion Human Nutrition (Clearfield, UT) is also looking to take its ingredients to powders. The firm debuted powder versions of its magnesium ingredients at SupplySide West: 1) for energy, a magnesium lysinate glycinate (MLG) powdered drink, and 2) for sports recovery, a magnesium glycinate glutamine (MGG) powdered drink.
Magnesium’s profile in the sports nutrition market is growing because it is intrinsically involved in ATP formation and, thus, sports performance, the firm said. The lysine bound to magnesium in MLG has been shown to help increase muscle synthesis, while the glutamine in MGG helps promote the formation of glycogens and muscle tissue and fight muscle breakdown.
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