Protein drinks aren’t just for bodybuilders and fitness fanatics anymore. In fact, a study by McMaster University showed that the physical strength of senior citizens can be greatly improved by whey protein and other ingredients found in ready-to-drink (RTD) protein beverages.

Americans of all ages and fitness levels are becoming more interested in promoting health and wellness, and a clean, natural beverage can be a convenient way to provide a nutritional boost to a healthy diet. However, consumers are looking for more options than the typical protein “shakes” of the past. Increasingly, the market is demanding clear beverages to satiate thirst while providing health benefits, and beverage makers are capitalizing on the power of protein.

More than half of all U.S. consumers say they consider protein content when buying food for their households. The form of protein they choose varies widely, from meat, cheese and yogurt, to protein concentrates used in sports beverages, supplements and snack bars.

One of the fastest growing segments among protein ingredients is the plant protein market. Despite its growth, however, plant proteins fall short of their more traditional counterpart, whey protein, when it comes to overall nutrition, functionality and digestibility.

Some food trends have come and gone while others have become mainstream. 2019 will be an exciting year for the food and beverage industry, and consumers will reap the benefits with healthier, more natural formulations that offer unique flavor profiles. While some food trends may not seem revolutionary or new, they have continued to evolve from previous years and will greatly influence the food industry as we move into 2019.

Here’s a look forward at the 2019 food and beverage trends to help food manufacturers position themselves for success in the coming year and beyond.

With a lot of emphasis (and billions of research and marketing dollars) being placed on the food preferences of Millennial consumers, food manufacturers may be overlooking their younger counterparts — Generation Z.

Health-conscious consumers jumped aboard the Greek yogurt craze by the millions in the last decade. In fact, the global Greek yogurt market is expected to reach $7.6 billion in sales by 2023, with a 7.6% CAGR. 

While all yogurt contains calcium, potassium, protein and other important nutrients, Greek yogurt is lower in lactose and has twice the amount of protein of regular yogurt.

If you’ve used whey protein ingredients in your foods or beverages, you know they provide a number of benefits to your formulations. In addition to its well-known health benefits and ability to improve the flavor, texture and functionality of an application, whey protein can lower costs by replacing high-cost dairy ingredients and eggs and reduce the need for artificial ingredients to support clean label efforts.

For years, health experts have claimed that breakfast is the most important meal of the day. Now, studies back this up, especially for those with chronic diseases such as Type 2 diabetes. The research shows that a high protein breakfast has been proven to reduce obesity and diabetes.

The food industry — not pharmaceuticals — could hold the key to reducing the occurrence of diabetes and its strain on the healthcare system, as well as its financial strain on those with the disease.

While healthier foods continue to be a focus for consumers — and thus food manufacturers — the ways in which those foods are harvested, produced and packaged are becoming just as important, especially among Millennials.

A study analyzed 12.5 million social media posts and other online commentaries to determine that sustainability and company transparency are priorities that rank right alongside health and flavor. A Nielsen Report also surmises that Millennials are a demanding generation that wants to be more informed about companies, their products and their business practices.