Dairy protein ingredients thrive in Europe as market trends evolve

EUROPE – Dairy-based protein ingredients continue to hold a strong position in Europe, driven by their high-quality protein content, superior taste, and versatility, according to a report by Innova Market Insights. 

The global market researcher’s Insights360 research, reveals that while plant-based proteins are gaining traction, dairy proteins remain a staple in functional foods, sports nutrition, desserts, and bakery products across the continent.

In recent years, European food and beverage launches featuring dairy protein ingredients have seen a slight uptick, particularly in sports nutrition, desserts, and ice cream, dairy, and bakery markets. 

Despite this growth, their share of total protein product launches has slowed as plant-based alternatives rise. 

Reported by Innova, milk protein remains the most widely used dairy-based protein, prized for its mix of slow- and fast-digesting properties, making it ideal for indulgent categories like desserts and baked goods. 

Whey protein, known for its rapid absorption, has also gained prominence, especially in sports nutrition and ice cream.

The sports nutrition sector stands out, with four in ten product launches containing dairy-based proteins. 

Ready-to-drink sports protein beverages lead the category, followed by sports bars and powders. 

“Dairy proteins like whey isolate are essential for delivering the performance consumers demand.” 

Ethical and “free-from” claims, such as “no added sugar” and “lactose-free,” are also on the rise, reflecting a shift toward cleaner, healthier options.

In the desserts and ice cream category, dairy protein launches have surged by a 13% compound annual growth rate over the past five years. 

Dairy-based ice cream and frozen yogurt are key growth areas, with whey protein concentrates increasingly featured. 

Meanwhile, dairy launches, including flavored milk and drinking yogurt, have grown by 7% annually, matching overall dairy market trends. 

A dairy industry expert noted, “Consumers love the balance of indulgence and nutrition that dairy proteins bring to these products.”

Bakery products with dairy proteins have rebounded after fluctuations, with cakes, pastries, and sweet goods leading the way.

Environmental and ethical claims, such as vegetarian and sustainable sourcing, are becoming more common on packaging.

 Across all categories, growing consumer concerns about sustainability are pushing brands to innovate. 

Scientific advancements in non-animal dairy proteins also offer animal-free alternatives that maintain traditional benefits.

Looking ahead, the report suggests dairy proteins can stay competitive by emphasizing taste, texture, and health benefits like muscle and bone support. 

With clear sustainability claims, such as “Produced with Less Emissions,” brands could further appeal to eco-conscious consumers. 

As preferences evolve, dairy-based proteins are poised to adapt, balancing tradition with innovation to meet Europe’s changing demands.