The protein consumption growth: from bodybuilding niche market to global lifestyle trend
The popularity of protein-rich products has exploded in recent years. Once limited to gyms and bodybuilding enthusiasts, proteins are now part of everyday consumer life. “If you look at the market about twenty to fifteen years ago, it was really still a niche,” says Ruud Segeren, Managing Director at Alpha Group. “It started mainly with bodybuilders who discovered that proteins were good for muscle building, but it didn’t stop there.”
From bodybuilders to the supermarket shelves
According to Ruud, the protein trend has grown far beyond its original target group: “It went from bodybuilders to active athletes, and from there it became mainstream,” he explains. “People nowadays see proteins as a lifestyle product. You walk into a supermarket and almost every other product has ‘extra protein’ on the label, from chips to pancake mix to dairy.”
“This broad appeal has made the market evolve at record speed. Every time we thought the market was saturated, a new wave appeared. It’s not only in Europe or America anymore; it’s a worldwide movement.”
From by-product to global success
“The growth and awareness of proteins, specifically the whey proteins, is impressive,” says Ruud. “It’s odd to think that whey – a by-product of the cheese production – used to be thrown away for many years, as people did not know what to do with it. Among all protein sources, whey protein is the most complete. Proteins are made of amino acids: small building blocks our body needs. Some amino acids are made by our body, but others must come from food. Whey protein has the right mix of all these essential amino acids, making it a complete and balanced protein.”
The rise of plant-based proteins
“Proteins, and especially whey proteins, are fascinating ingredients that can be used in a wide range of products,” says Segeren. “It is remarkable to see how far their development has come: as said, what was once considered waste is now the basis for high-quality products.”
“In recent years, interest in plant-based proteins has grown significantly. Even though dairy is in our DNA, we cannot ignore the rising demand for vegetable proteins. That is why we have also included this into our product portfolio and are developing a new range of vegetable proteins. These ingredients are promising, although compared to whey, they have a different amino acid profile and often have a different taste. The demand is still growing and we want to offer these alternatives to our customers base as well.”
Protein’s real potential
While protein-enriched snacks are booming, Ruud believes there’s an audience where proteins could make a real difference. “What I really hope the market will rediscover is that proteins are especially important for older people,” he says. “Everyone experiences muscle loss at some point, something we call sarcopenia. You can slow that process down by getting enough protein.”
“The challenge lies in awareness. Older generations are often skeptical. They think if you eat healthily, your body gets automatically everything you need. Often their diets are very routine: a sandwich for breakfast, some soup for lunch, a simple dinner. That’s not always enough to maintain muscle strength. Nevertheless, that’s the group that could really benefit from extra protein.”
“You can see your muscles like they’re a bank account. When you’re young, you can build up reserves. Later in life, it’s more important to keep it levelled. You can’t deposit endlessly, but you can slow down the loss.”
Innovation: clear protein shakes
“Back to what Alpha Group can offer to the market when it comes to protein,” Ruud Segeren continues. “It’s beneficial for active athletes to take in 30 grams of protein after a work-out, but the milk-based shakes were often experienced as ‘too heavy’ to drink in such a moment. Therefore, we developed a clear protein shake: it looks like water, drinks easily and contains 30 grams of protein. Originally, we thought it would be a summer product, but once people switch to clear protein, they don’t seem go back.”
He continues: “People drink it not only after sports but also throughout the day, simply because it’s refreshing. That created new consumption moments, such as during day or in the car. It now appeals to a broader audience, not just athletes who drink it after workouts, but anyone looking for a refreshing and healthy juice. The growth was limited for a while because of our production capacity, but now that we’ve expanded that, the market is growing extremely fast.”
Quality through collaboration
“I want to emphasize that Alpha Group’s focus has always been on quality. We weren’t the first in the world with clear protein, but the products that existed weren’t ideal: either the taste wasn’t right, the foaming was bad or the solubility and clarity weren’t good enough. Together with our Protein Workshop, we developed a well-balanced product what many of our customers and even competitors call the best product on the market.”
“Still, there is more demand than supply,” Segeren explains. “Therefore, we must be selective about who we can serve. We want to grow with our existing customers rather than just selling to the highest bidder. This market was built together with our customers and we want to keep growing together. Our message, therefore, is that we want to provide our existing customers with the means to grow to new heights. Of course, there is always room for a new client, and we are more than happy to discuss how we can help them.”
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