ANIE Insights | community edition
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Clear protein flavour trends
Although regular protein powders are a staple for many athletes and gym goers, clear proteins are becoming more popular and provide manufacturers with a great opportunity for flavour innovation, writes Chris Whiting, Business Development Manager for Nutrition at Synergy Flavours.
Revealed: most popular collagen formats
As the interest in collagen continues to grow and brands become more established, we can see more easily which formats are firm favourites.In both Europe and the US & Canada, ready to mix-only formats are the most common (50% in Europe, and 59% in the US & Canada), followed by capsules and then ready-to-drink formats. What’s more, brands that offer multiple formats are quite rare, with less than 2% offering all three.Most of the brands that do offer a combination of more than one format, opt for RTM + capsules or tablets - but it’s still only 9% in Europe and 16% in the US & Canada.The key takeaway here is that even when products share a commonality, like collagen, formats remain distinct, with unique challenges, so most brands opt first for format specialisation, concentrating resources and expertise.
