Lean into the high-protein trend
High-protein options aren’t just for bodybuilders; today, they’re attracting a diverse range of consumers.
Discover five distinct consumer personas and six high-protein concepts to help you lean into the trend.
Tap into the high-protein opportunity
By focusing on gymgoers, you’re missing a much wider high-protein audience. In our proprietary study, we identified five distinct European consumer profiles interested in – or already enjoying – high-protein moments.
Our study revealed that each consumer group has different motivations, priorities and expectations. While some groups are focused on staying active as they age, others are more interested in an indulgent treat at the end of a busy day.
The results are clear: there’s space in the market for manufacturers that can deliver tasty, healthy and convenient high-protein experiences.
Isabelle is a busy parent who values consistency and family meals.
Protein gives her the energy she needs, while allowing her a moment of indulgence.
Isabelle’s vanilla cheesecake dessert
Cremalicious
High-protein dessert with vanilla cheesecake flavour and crumbles
Carolina is confident and in control of her wellness journey. For her, protein is a moment of self-care.
She enjoys plant-based dairy alternatives, is very mindful of health and watches her weight.
Carolina’s vegan cappuccino drink
Vegaccino
High-protein vegan drink with cappuccino flavouring
Sara is a dedicated fitness enthusiast who loves to push her limits.
For her, protein isn’t just fuel – it’s the foundation of her performance and recovery.
Sara’s veggie protein drink and protein powder
Green Power
High-protein food drink with fresh veggie mix flavour
PureLift
Plain
high-protein powder
George believes in the power of tradition and balanced nutrition.
He stays active and sees high-protein products as part of a healthy, fulfilling lifestyle.
George’s vanilla‑strawberry yoghurt
Strawberry Bliss
High-protein yoghurt with vanilla twist on strawberry flavour
Nemo is a trend-savvy and social butterfly. For him, protein needs to be exciting, easy and on trend. He likes the flavour and the convenience of high-protein drinks.
Nemo’s high‑protein yoghurt drink
TropiVibes
High-protein yoghurt drink with spicy mango flavour
Fuel the future with Givaudan’s high-protein tools and technology
Recipes with high-protein ingredients require careful formulation to avoid off-notes such as bitterness or beany notes. Whether you’d like to tap into unmet needs with delicious yoghurts, powders, desserts or on-the-go snacks, we have a range of tools to help you mask off-notes and enhance sweetness, astringency and boost mouthfeel for new high-protein moments.
We can help you develop
Discover our technical solutions for high-protein dairy and alternatives.
Download our high-protein for everyone brochure
TasteSolutions® Mouthfeel and masking
Cover or reduce the effect of off-notes with our maskers and flavours, making products more palatable and appealing to consumers for a full dairy experience without compromise.
TasteSolutions® Sweetness
Address sweetness from impact, body, and overall impression. Achieve the right sweetness by providing flavour alternatives while keeping your product’s signature.
TasteEssentials®
Stay relevant with classics like vanilla and strawberry or deliver an innovative twist with spicy mango.
TasteSolutions® Freshness
Deliver this extra fresh sensation that consumer love.
Sense Colour
Boost the colour of your products or highlight specific features; natural colours can help.
Fruity impact technology
Delivers a superior fruity adventure with the newest technology to boost your products.
Rainforest Alliance certified vanilla
Enhancing your product with sourced vanilla technology that supports a better future for people and nature.