The global protein beverage market is experiencing rapid growth due to rising consumer interest in health, wellness and convenience.
The global market for ready-to-drink (RTD) protein beverages was valued at US $1.7 billion in 2023, and is projected to reach US $3.3 billion by 2032.¹
In Asia Pacific, the market for RTD protein beverages is expected to expand at a CAGR of 13.2% and reach US $888 million by 2032 due to rising middle-class populations in markets such as China and India.¹
This growth is fueled by trends like increased health consciousness, busy lifestyles requiring on-the-go nutrition and expanding consumer interest in protein-rich diets.
The appeal of UHT high-protein beverages
UHT (Ultra High Temperature) high-protein beverages have gained popularity in the functional drinks market, offering a convenient and nutritious solution for today’s busy, health-conscious consumers.
Unlike their refrigerated counterparts which have a shorter shelf life and require cold chain logistics, UHT protein beverages stand out due to their extended shelf life, portability and ability to meet diverse dietary needs. Their appeal is further bolstered by rising trends in fitness, plant-based nutrition and clean-label demands.
Here are six key factors that highlight the growing consumer interest and market potential of UHT high-protein beverages:
Extended shelf life UHT processing sterilises the product by heating it to high temperatures for a short period of time, allowing it to be shelf-stable without refrigeration until opened. This makes it convenient for storage and distribution, especially in regions with limited cold chain infrastructure.
Nutritional benefits High-protein beverages cater to the growing demand for protein-rich diets, driven by fitness enthusiasts, athletes and health-conscious consumers. Protein supports muscle repair, satiety and overall wellness, making these drinks a popular choice for post-workout recovery or meal supplementation.
Convenience These beverages are portable, ready-to-drink and available in single-serve formats, aligning with modern, on-the-go lifestyles. UHT processing ensures they remain fresh for longer, even when stored at room temperature.
Versatility UHT high-protein beverages are compatible with a wide variety of flavour systems, from chocolate to banana. This diversity allows brands to appeal to a wide range of preferences.
Premiumisation trend The market shift towards premium, functional beverages has increased consumer interest in drinks offering added benefits, such as vitamins or fibre fortification. UHT technology helps maintain the quality and nutritional integrity of these products.
Global market accessibility The extended shelf life and reduced dependency on cold storage facilitate international shipping, making UHT high-protein beverages accessible to a global audience, especially in markets with developing infrastructure.
UHT beverage flavour trends
Flavours in the UHT segment are becoming increasingly innovative to cater to diverse consumer preferences. These trends could create new possibilities for the high protein variants. Some notable trends include:
Plant-based inspirations Flavours like oat soy milk and matcha soy milk create indulgent yet health-focused combinations that align with plant-based protein products
Dessert-inspired flavors Options such as dark chocolate and maple can offer a rich and indulgent sensory experience.
Tropical and fruity blends Mango, pineapple, berry medleys and passion fruit can appeal to consumers seeking refreshing and lighter flavour profiles.
Cooling and minty sensations Ingredients creating cooling effects, such as mint, can be paired with traditional flavours like chocolate or berry to offer a unique sensory twist.
Production challenges of UHT high-protein beverages
While the demand for UHT high-protein beverages is growing, manufacturers face challenges in maintaining the stability and texture of proteins during UHT processing, which involves heating to high temperatures to ensure sterility. Protein denaturation and aggregation can lead to undesirable textures, compromising consumer satisfaction.
There are several challenges that manufacturers can face in production, including:
- Viscosity and mouthfeel
The higher protein variants tend to be a thicker beverage with a heavy mouthfeel. This would result in an unpleasant sensory experience for a beverage.
- Protein stability during UHT processing
The heat required for UHT sterilisation can cause proteins to denature and aggregate, leading to a grainy texture and unpleasant mouthfeel. This can significantly impact product quality and consumer satisfaction.
- Maintaining homogeneous emulsions and shelf-stability
Fat separation and phase instability are common in high-protein beverages. Without proper emulsifiers and stabilisers, the product may lose its uniformity, affecting both appearance and taste. The appeal of UHT beverages is that they offer a longer shelf life over the fresh alternative. Therefore, being able to remain stable and visually appealing on the shelf is a technical challenge for manufacturers.
- Flavour degradation
High temperatures can degrade delicate flavors, making it challenging to maintain the intended taste profile. This limits the scope of flavours that can be offered without compromising quality.
- Cost optimisation
The protein content tends to be the most costly component in high-protein UHT variants. Balancing high-quality formulations with cost efficiency remains a challenge, especially as consumers demand affordable options alongside premium, innovative products.
Emulsifier-stabiliser blends
Emulsifiers and stabilisers play a crucial role in overcoming the challenges of producing UHT high-protein beverages. These functional ingredients enable manufacturers to maintain protein stability, achieve smooth textures and deliver consistent quality despite the rigors of high-heat processing.
Musim Mas’ leading emulsifier-stabiliser blends in the MASBLEN® range are designed to meet these challenges for an array of beverages, including plant-based. The new MASBLEN® 4105 range is a specialised blend developed to meet the unique demands of UHT high-protein beverages.
Designed for products requiring high heat treatment, the range ensures stability, enhances sensory appeal and supports the creation of premium quality protein beverages.
The blend is formulated to deliver a smooth, creamy texture, eliminating the graininess typically caused by protein denaturation. By ensuring a palatable mouthfeel that is neither overly thick nor heavy, this blend enhances the drinkability of the beverage, making it more appealing to consumers.
MASBLEN® 4105 offers superior emulsifying properties, ensuring a stable, homogenous product. It prevents fat separation and protein aggregation during and after UHT processing, resulting in a visually appealing and consistent beverage. This feature addresses a critical challenge of maintaining product uniformity across its shelf life.
MASBLEN® 4105 has a clean and neutral taste that is compatible with a wide array of flavour systems, making it easier to mask any off-tastes associated with high-protein formulations. This ensures that the final product retains its desired flavour profile, catering to diverse consumer preferences and expanding the range of viable product offerings.
One key advantage of MASBLEN® 4105 is the access to Musim Mas’s Novel IDEAS Center application lab, which helps manufacturers with pilot trials and customised solutions meet their specific needs.
By working closely with manufacturers, formulations are tested and fine-tuned to deliver stability, texture and flavour integration. This collaborative approach helps overcome the challenges of producing UHT high-protein beverages, enabling manufacturers to confidently bring high-quality, innovative products to market.
Innovative UHT high protein beverages
The market for UHT high-protein beverages continues to grow, fueled by increasing consumer demand for convenient, nutritious and innovative products. As this segment evolves, manufacturers face both opportunities and challenges in meeting rising expectations. Innovation, particularly in the use of functional ingredients like emulsifiers and stabilisers, is key to staying competitive in this dynamic space.
MASBLEN® 4105 offers a solution for overcoming the hurdles of UHT protein beverage production. With the added support of the Novel IDEAS Center, manufacturers can refine their formulations to create exceptional products tailored to their target markets.
Learn more about how protein beverage production can be improved with UHT processing by contacting fp@icofgroup.com.
References
- Straits research. Ready-to-Drink Protein Beverage Market Size.
