It’s no secret that in recent years clear protein has been reshaping the landscape of dietary supplements and hydration drinks, becoming one of the fastest growing nutrition categories.

With their demand increasing it’s no wonder major brands are getting in on the clear protein action. In Europe, the number of product launches has skyrocketed by 159%, while sales on Amazon have increased by an astounding 216%.

This surge underscores the increasing consumer demand for innovative, convenient, and versatile protein options.

The shift in typical customer protein usage

Theres a distinct shift in usage when comparing clear protein to traditional whey or vegan proteins. Whilst traditional protein shakes are often consumed within half an hour of the end of a workout, clear proteins usage is a lot more varied.

This shift enables a broader application of clear proteins, offering a unique place in the routines of endurance athletes, who appreciate their nutritional and hydrating dual functionality.

This expanded usage opens the door for a variety of changes in both their market position, veering into the soft drink market and an interest in added functionality.

As a result, we’re seeing brands add additional functionality to the clear proteins, often themed around concepts such as recovery or relaxation. Brands also have the ability to be more adventurous with novel flavours that regular whey protein wouldn’t necessarily compete in… but a refreshing soft drink would.

Nutrein have created a range of rice-based clear proteins which also contain functional ingredients to support either focus, recovery or unwinding whilst Olimp have also launched a clear whey isolate which contains a range of electrolytes to help aid rehydration.

Rises in fruity flavours and the unexpected

In our consumer research a strong preference for fruit flavours was shown, with tropical, berry and citrus fruit varieties coming on top. These flavours align well and compliment the light nature of clear proteins, making them a popular choice.

In addition to the traditional fruit flavours, there is also an emerging trend towards more unexpected and unique flavour profiles. Mocktail-inspired flavours and iced tea variants are gaining traction, offering consumers a sophisticated and enjoyable drinking experience whilst still reaping the benefits of traditional protein products.

Tailoring to the base

Many proteins can have strong off-notes from the base, so choosing the right flavour is essential. Sometimes a masking flavour may be utilised, while other times strong flavours such as tropical profiles can mask the taste.

Manufacturers can also work with profiles which compliment the base, such as tea flavours leaning into the inherent astringency of clear protein. Similarly clear vegan proteins tend to have a vegetal taste, which pairs well with “green” flavours like apple, lemon, or lime.

The gap in consumer demand

In synergy’s consumer survey there was clear gaps between consumer interest and product availability for certain flavours.

Specifically flavours like strawberry, melon, pineapple, tropical, raspberry, cherry, lemonade, and berry are all flavours that had high consumer interest but were underrepresented in current product launches.

How can Synergy help you?

With changing consumer habits leading to a strong emphasis on refreshing flavours and innovative applications, clear proteins are well on their way to dominating the nutrition category.

Whilst functional and healthier products can create unique taste challenges like off notes, Synergy’s extensive protein knowledge and experience allows us to successfully overcome the taste and flavour challenges associated with functional beverages.

Enabling your brand to focus on thriving in this dynamic market, meeting consumers functionality and flavour demand.

Contact us to learn more about how we can help.

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