USDEC showcases Hot Drinks fortified with proteins tailored for health conscious consumers

Economic growth and rising middle income population in Southeast Asia, coupled with growing consumer focus on health and nutrition has fuelled demand for functional beverages. In recent years, there is also a growing appreciation of protein’s nutritional benefits which drive demand for enriched drinks. As a result, beverage manufacturers are ramping up efforts to formulate a variety of beverage formats fortified with proteins.

Instant 3-in-1 hot beverages like coffee, tea and chocolate malt are popular among Southeast Asian consumers and they are consumed throughout the day and especially enjoyed at breakfast and teatime. Unfortunately, these beverages are often high in sugar and has very little nutrients and health benefits to the consumers.

U.S. Dairy Export Council (USDEC) Southeast Asia has developed several healthier prototypes within this popular hot drink category by fortifying them with proteins and reducing the sugar content. Consumers can easily supplement their daily protein needs by replacing the beverages that they  consume on a regular basis with healthier beverage options.

Protein drinks within the already popular coffee, tea and chocolate drink category

Presently, the market is flooded with protein shake powders in chocolate, mocha and other flavors mainly targeting athletes and gym goers. USDEC noted that there is a potential for protein-enriched hot beverages that can appeal to a broader range of consumers, particularly older consumers who need to boost their protein intake while maintaining an active and healthy lifestyle.

Consumers are willing to pay a premium for such products that are protein-enriched but yet palatable. The objective of introducing such products are not to compete directly with the mass-market 3-in-1 hot beverages, but rather to offer consumers a healthier option for beverages that are part of their regular diet.

Protein-enriched vs Conventional Hot Drinks

According to Martin Teo, Technical Director for Food Applications of USDEC Southeast Asia, the enriched protein beverages have about 11g of protein per serving compared to standard hot beverages which have less than 1g of protein per serving.

In addition, the new product prototypes are lower in sugar, sodium and fat. Meanwhile, a recent sensory evaluation conducted by USDEC has shown that the 3 protein fortified hot beverages were well accepted as the taste is close to the traditional 3-in-1 hot drink products available in the market.

Consumers can now enjoy their usual hot drinks –  tea, coffee or chocolate drink – while gaining health benefits from the added proteins and other nutrients.