Case study: Ready-to-drink products

摘要

While for sports enthusiasts protein content is still important for muscle building and regeneration, lifestyle users consume these products not only for sports but also as a convenient refreshment, a quick meal replacement, to support weight management efforts or simply as a healthy snack. At present, this group constitutes the fastest growing market segment. Apart from protein content, these consumers are looking for great taste, innovative texture and new ingredients. Packaging formats are also important.