Ready to mix (RTM) protein powders are a common way for active consumers to boost their protein intake and optimise their performance and recovery.
Removing the fat removed from proteins and then subjecting them to acid hydrolysis results in a clear version. This creates a high-quality protein source that’s both low-calorie and very soluble, allowing for greater transparency when dissolved.
Clear proteins can be derived from many sources with clear whey and, increasingly, clear plant-based proteins being prominent among new RTM product launches.
For users of RTM protein products, the introduction of clear proteins gives more choice beyond the traditional rich and dairy type protein shakes, which tend to favour sweet/indulgent flavourings owing to the inherently creamy texture.
As the clear protein market evolves, research has highlighted trends in consumption habits that offer a unique opportunity for flavour innovation, making this one of the most exciting subsegments of the sports nutrition market.
Clear proteins making a mark
Amazon sales data paints a picture of UK consumer behaviour; clear protein powder purchases increased by 216% in 2023 compared with 2022.1
This rise is indicative of growing user interest, which has been echoed throughout the wider European market; the number of clear protein powders on offer increased by 159% between January 2022 and January 2024 in Europe.1
However, a survey conducted by Synergy Flavours via product intelligence platform, Vypr, found that 28% of nutrition product users had not yet tried a clear protein product, indicating the trend has room to grow.2
Clarity on consumption habits
The Vypr research showed that mid-morning and afternoon are the most common occasions for the consumption of clear protein products, differing from traditional protein powders that are usually taken when exercising (typically post-workout).3
Given that users are drinking clear proteins throughout the day to boost protein intake, there is also interest in other functional needs, such as refreshment and hydration.
Hydration may also be a unique selling point as protein is a popular product used by endurance athletes. Although weight training (35%) was still the most popular sport for clear protein users, running came a close second (32%) followed by HIIT/CrossFit (26%) and cycling (24%).4
The thick and creamy texture of conventional protein shakes may have less appeal for endurance athletes who are looking for a post-exercise protein boost whilst also trying to rehydrate. This may make a lighter, refreshing clear protein mix a more fitting choice.
Currently, approximately three quarters of brands with a clear protein have a clear whey offering, whereas only about one quarter offer a clear plant-based option.
With growing interest in plant-based nutrition throughout multiple sectors, there is clearly room for innovation in this market.
In line with the wider consumer trend of seeking specific health benefits from products, clear protein products with additional functionality are also entering the arena; Nutrein, for example, offers a range of three clear proteins with added functional benefits themed around focus, relaxation and recovery.
Given the growing popularity of active ingredients in other beverage applications, it would not be surprising to see other brands adding other functionality to their clear protein products.
The clear protein premium
Data accessed via Nutrition Integrated’s ANIE platform, which tracks product launches, showed that clear protein attracts a premium per gram of protein as the protein content of clear protein powders tends to be lower.
This is particularly pronounced in clear plant-based options. Amongst clear plant-based protein powders, 65% of launches contained 10–15 grams of protein per serving, whereas just 5% of clear plant-based launches are comparable with clear whey in the 20–25 grams per serving bracket.5
Clear whey is typically 32% more expensive per gram than conventional whey protein powder. Another Nutrition Integrated study also found that popular clear protein offerings were consistently more expensive than their non-clear counterparts (for 18 out of 20 brands) — a notable correlation.5
The fact that the consumption of clear protein RTM powders is not centred around workouts and recovery — when compared with regular whey — means that the lower protein content in clear mixes is not necessarily a drawback for consumers.
These products are generally taken in larger serving sizes and mixed with approximately 400 mL of water.
Owing to the new and novel positioning of these products, consumers expect to pay a slight premium; however, 25% of nutrition product users who had not yet made the move to clear proteins cited price as being a barrier to entry, so this is something that manufacturers will need to be mindful of as the market develops.4
Formulations and flavour trends
Owing to their increased acidity, clear proteins (both dairy and plant-based) are typically being paired with more juicy flavours, such as fruity, tropical or citrus notes.
Apple, peach, lemon, lime and mango are among the top flavours that our research has identified for existing clear protein products; however, certain flavours may work better with different protein sources.
Clear plant-based proteins often contain vegetal notes, meaning that “greener” flavours such as apple or citrus work well, whereas clear whey protein can sometimes be astringent, lending itself well to tea flavours or tropical profiles that can mask or complement.
However, there are still some flavours that consumers want to see more of. Synergy compared consumer flavour preferences from Vypr against the top flavour launches from Nutrition Integrated’s ANIE platform and found that strawberry, pineapple, tropical, cherry, and berry flavours appeared in significantly fewer product launches when compared with overall consumer interest (Figure 1).
Figure 1: Synergy Flavours compared trends in product launches of clear vegan and clear whey proteins with Nutrition Integrated’s ANIE platform (blue) against consumer preferences for flavours (green) according to Vypr; the data demonstrates that there is an opportunity for brands to launch flavours that are currently underrepresented
For mature palates, cocktails can be an exciting source of inspiration. MyProtein has shared some fun clear whey mocktail recipes for blood orange spritz, piña colada and a white peach Bellini, and Protein Works has posted how to make watermelon and tropical clear whey protein ice lollies for boosted protein intake.6,7
These cocktail-inspired, fruity flavour combinations and interesting fortified formats add another dimension to this versatile type of protein.
The outlook for clear protein RTMs
The clear protein powder space is in an exciting phase as brands explore different formulations, protein percentages, branding and flavours.
The need for flavour innovation will become ever more apparent as manufacturers aim to create the best tasting products for consumers who are choosing clear protein RTMs instead of traditional protein powders.
As active consumers seek out more convenient and enjoyable ways to boost protein intake, we expect to see more clear protein powder products with enticing flavours to reel in new fans.
Synergy is currently working with manufacturers on a one-to-one basis to help them create refreshing, novel flavour combinations for their clear protein powders that will excite consumers and stand out on shelves.
References
- www.nutritionintegrated.com/post/clear-protein-market-doubles.
- Synergy Flavours/Vypr research: 251 respondents from a panel of sports nutrition product users answered the question: “Which of these products have you previously used?”
- Synergy Flavours/Vypr research: respondents answered the question: “What time of day would you most commonly use a clear protein product?” Split by Clear Whey and Clear Vegan.
- Synergy Flavours/Vypr research: 251 respondents from a panel of sports nutrition product users.
- Nutrition Integrated (2023): dataset = Protein RTMs, US, Canada and Europe, Brands (85), Products (122): www.nutritionintegrated.com/anie.
- www.myprotein.com/thezone/recipe/clear-whey-isolate-mocktails/.
- www.theproteinworks.com/thelockerroom/clear-diet-whey-protein-lollies/.