China Food

Why can’t the trillion dairy market tell a new story?

“ 
life is enough inside volume. Why should food development be so “volume”?
 ”

Text: EVA fan

Source: foodaily daily food (ID: foodaily)

“Reducing sugar, salt and fat” has become the standard configuration of healthy diet, which is deeply affecting the trend of the food industry. In the massive “subtraction revolution”, the “food addition” represented by high protein and high fiber has also attracted the attention of consumers, especially high protein, which has become synonymous with health and high-end because of its strong relationship with substitute meal and sports nutrition.
 
Throughout the market, the protein content label on the product packaging is becoming more and more significant, and the average protein content is also rising. According to the 2021 white paper on insight into healthy food and beverage industry released by Tencent, high protein has jumped to the first selling point of healthy diet.
                           
Photo source: Tencent
 
Milk, with its rich connotation – milk protein and a variety of minerals, has become a “nutritional buff” favored by consumers. Protein and calcium are the most critical factors for consumers to be willing to buy dairy products at a premium, according to the inminster study. Therefore, many brands frequently “feed” milk, and improving the protein content is the most common practice.
 
Thanks to the improvement of pasture management and feeding level, the protein content of fresh milk in domestic large-scale pasture generally reaches 3.2 ~ 3.4g/100g. However, many brands are not satisfied with this and try their best to set off a digital competition of protein content. From the high protein raw milk bred under the declared excellent dairy cattle varieties and feeding conditions, to the concentration processes such as flash evaporation and ultrafiltration, and then to the direct addition of whey protein, milk protein, whole fat / skimmed milk powder and other ingredients, the protein content of liquid dairy products continues to rise.
 
However, the thick taste brought by too high protein content and too heavy traces of “artificial modification” all make the product bear the label of “rough and unpalatable”. In addition, the high price brought by the increase of protein content also discourages many people. After all, the vast majority of consumers still want to enjoy high-quality nutrition and natural taste when drinking liquid milk. The pursuit of high protein can be achieved through other foods. Why “blame” milk?
 
How to scientifically evaluate the nutritional value of milk? How to find the balance between nutrition and taste in the protein content competition of liquid milk? How can overseas products solve the problem of high protein and taste? Not only protein, but also probiotic content is permeated with the smoke of digital competition among brands. How should we scientifically treat the “inner volume” of various components?
 
“Common prosperity” and “single rise”:
Correctly understand the nutritional value of dairy products
 
Dairy products contain lactoferrin, immunoglobulin and lysozyme. The in vivo digestibility of milk protein can reach more than 90%, which is an extremely efficient protein. The important role of milk protein on the human body and its excellent performance made people aware of the huge business opportunities brought by protein strengthening, and an internal battle around protein content began.
 
The general rules for nutrition labeling of prepackaged food stipulates that the protein content of liquid food ≥ 10% NRV (nutrient reference value) per 100ml can be claimed as “high”. The recommended daily protein intake for adults is 60g (average for men and women). In other words, if the protein content in every 100ml product is ≥ 6G, it can be declared “high protein”. However, in fact, brands are far from satisfied with the high protein threshold set by regulations and standards, 8g, 12g and even higher content, becoming an arena to demonstrate “brand sincerity” and “product strength”.
 
Does more protein mean higher nutritional value?
 
The human body’s ability to absorb protein is limited. While pursuing high content, protein quality can not be ignored. From the perspective of nutrition, a food has high protein content, complete types of amino acids, the proportion is close to human needs, and the digestion and absorption rate is relatively high, which is the real high nutritional value.
 
Protein digestibility corrected amino acid score (PDCAAS) is a method to evaluate protein quality based on human amino acid demand and its digestibility. A score of 1 indicates that the protein is a high-quality protein. Although the protein content of ordinary pure milk is far lower than that of beef and grain, its PDCAAS score has been fully scored, indicating that the content is not the only standard to judge whether the protein is suitable for the human body. It also needs to consider the appropriate amino acid ratio and the digestive ability of the human body.
 
Source: Facebook
 
When the protein intake is large, due to the limitation of the digestive capacity of the small intestine, the overall absorption rate of protein decreases. Some proteins that have not been digested and absorbed will directly enter the large intestine and be used by spoilage bacteria, resulting in the massive reproduction of spoilage bacteria and the production of decomposition products such as hydrogen sulfide, which will eventually lead to intestinal dysfunction, Increased visceral burden and obesity caused by long-term protein excess.
 
In addition, the nutritional role of dairy products is not only protein, minerals, vitamins, oligosaccharides, as well as very small amounts of active ingredients such as lactoferrin and immunoglobulin are the nutritional treasures dedicated by nature to mankind. Instead of deliberately promoting a single component, it is better to emphasize the overall nutritional value and obtain the cumulative health effect through high-frequency diet.
 
Source: the dairy Alliance
 
Ultrafiltration, protein mixing, enzymatic hydrolysis
Can we learn the innovative way of “others’ home”?
The higher the protein content, the stronger the selling point, but the higher the protein content of the final product. In order to solve the problem of “high-quality protein output”, global dairy players handed in high-score answers with the help of various innovative ways.
 
1. Optimized recombination and ultrafiltration technology make milk protein “quality” and “quantity” fly together
 
Ultrafiltration technology is a common way to prepare high protein milk in Europe and America. Ultrafiltration is actually a screening process, which separates the components according to the molecular weight of different components in milk. Compared with other products, ultrafiltration milk is characterized by optimization and reorganization. After special filtration process, the key components in milk, such as protein, lactose and calcium, can be adjusted, so as to finally improve the content of protein and calcium and reduce the content of lactose.
 
French yogurt brand Yunuo has launched YQ series yogurt with ultrafiltration milk as raw material. Each cup of yogurt contains about 17g protein and 1g sugar. The production of ultrafiltration milk uses a patented cold filtration process, which can first separate the key components in milk, such as water, milk fat, protein, vitamins, minerals and lactose, and then re integrate them to remove lactose, so that the protein content is much higher than that of ordinary cow milk. Finally, ultrafiltration milk is combined with active bacteria, and through a new stirring technology, it forms better nutritional components and taste than Greek yogurt.
 
Image source: Yoplait
 
2. Win over others and mix and match. This protein is a little special
 
Adding concentrated whey protein or milk protein is a frequent customer on the composition list of many high protein products. In addition to adding milk protein, the idea of “meat and vegetable collocation” is also brilliant. Compared with animal protein, plant protein has lower saturated fat and cholesterol, more economical production cost and stronger sustainability. It is also a new direction for the development of high protein products to replace animal protein with some plant protein, jump out of the singleness of milk protein and achieve a breakthrough in nutritional value through protein combination.
 
Meiji zavas 0 fat double protein milk drink is a milk tea flavor milk drink specially designed for women. The product contains 12.5g milk protein and soybean protein which are helpful for body-building and shaping. It also contains iron, three B vitamins (vitamin B6, B12, folic acid) that women are prone to lack, and 1500 mg of collagen that is beneficial to the skin. Diversified collocation not only improves the total protein content of the product, but also optimizes the overall nutritional structure.
 
Source: Amazon
 
3. The “magic” of enzyme makes high protein dairy products silky
 
Dairy products or plant-based yogurt that highlight the concept of nutritional fortification usually have a stronger texture and bitter taste in order to achieve a higher protein content. This has also become an important factor for many consumers to hesitate when choosing high protein products.
 
At the end of 2020, DuPont nutrition and Biosciences launched the natural non transgenic enzyme versilk in North America, which can adjust the viscosity of high egg white dairy products, plant-based snacks and beverages without affecting the fermentation time or flavor. For low-fat yogurt with texture defects, novozyme has launched a transglutaminase galaya ® Prime not only improves the taste, but also reduces the amount of stabilizer or other expensive ingredients. At the beginning of 2021, novozyme went to the next city and launched the protease formea prime developed to get rid of the bitterness of high protein drinks, which helps to produce whey protein hydrolysates with better taste and heat resistance. Whey protein hydrolysate can provide good stability without bitterness when used in the production of high protein beverages.
 
Image source: DuPont
 
4. Add some small ingredients, high protein products can also tear off the unpleasant label
 
In view of the lack of flavor and poor taste of high protein dairy products due to the reduction of fat content, many brands have taken measures to make up for the deficiency by selecting starch, flavor substances and other high protein ingredients.
 
British brand fuel10k launched a low-fat breakfast milk rich in protein, fiber and vitamins, with 20g natural protein in each bottle. Rice starch is added to the formula to create a thick and silky taste. The lactose free and low-fat Greek yogurt launched by chobani, the leading brand of American yogurt, in 2020 has a protein content of more than 8%. It realizes colorful changes in flavor through substances such as vanilla extract, Siraitia grosvenorii extract and stevia leaf extract. Valmiera, a Latvian brand, added high protein cheese with full flavor to improve the palatability of the product. Bifidoyogurt cheese yogurt developed by bifido yogurt features high protein country cheese and Bifidobacterium yogurt, containing 5.7g protein per 100g.
 
Source: chobani
 
5. Natural grass feeding makes milk win at the source
 
The various processing and ingredient technologies mentioned above will more or less change the structure of dairy products. While increasing the protein content, it will sacrifice some nutrients and taste. To get a good milk with balanced nutrition and excellent taste, the optimization of feeding mode is undoubtedly fundamental.
 
In the European and American dairy industry, grass feeding is a popular health concept following the organic reserve.
 
Source: old Croc
 
Compared with the common grain feeding methods in China, the almost natural grass feeding and stocking mode is more in line with the nature of dairy cows. In the casual natural diet, dairy cows get more trace elements, a higher amount of exercise allows them to have an appropriate amount of body fat, and their milk also contains richer nutrients.
 
Scientific research has confirmed that grass fed milk is rich in protein and calcium, but also contains more omega-3 fatty acids, conjugated linoleic acid and antioxidants. Among them, the ratio of omega-6 to omega-3 fatty acids remains at the best 1:1 for human body, while that of conventional whole milk is 6:1.
 
It should be pointed out that grass fed milk has extremely strict certification standards in Europe and America. For domestic dairy enterprises, instead of introducing expensive grass fed raw milk, it is better to invest heavily in Pasture Construction and scientific and normative dairy farming. When the overall quality of fresh milk is good enough, there is no need for single indicators to attract consumers.
 
Break the irrational involution,
Focus on consumers and return to the scientific concept of nutrition
 
Compared with worrying about whether a beneficial ingredient is a little more, the new generation who have become consumer C actually pay more attention to the emotion, experience and identity triggered by consumption. They are eager to use the brand to express their values and life attitude. They hope to drink dairy products that are professional, rational, full of fashion and national tide elements, and can also reflect their personality pursuit.
 
Nowadays, the concept of high protein has spread all over beverages, liquid milk, chocolate, biscuits, jelly, ice cream, frozen food, instant soup and other types. With the increasingly rich dietary scenes and diversified functional demands, the high protein competition of products has never been just a competition for content, but should jointly build the innovation and competitiveness of products with appropriate high protein matching, accurate scene and crowd positioning, scientific formula design and good taste.
 
In addition to high protein, the inner volume is still on.
 
The “competition” for the content of live probiotics is also a prominent phenomenon at present. Although probiotics are beneficial to human body, they should also be controlled within a reasonable range. The more, the better. Human microecology contains hundreds of microorganisms, and various “elves” coexist with each other to jointly create a stable internal environment. “Balance” is the best state to maintain stability.
 
At present, probiotic foods on the market often make a fuss about the number of live bacteria. In the eyes of the public and even brands, it seems that milk (yogurt) containing 100 billion probiotics must be better than 50 billion products.
 
There are two core features in the scientific definition of probiotics: one is the living bacteria beneficial to the human body to ensure that the living bacteria reach the intestine, and the other is to have a sufficient number. The “sufficient quantity” here does not mean that the more the better.
 
According to the suggestions of nutrition experts, 10 billion probiotics should be consumed every day. It is not suitable to consume too much at one time or for a long time, so as not to cause intestinal flora disorder.
 
Even if enough live bacteria are ingested, it does not mean that probiotic efficacy will be produced. The survival ability of probiotics in the gastrointestinal tract and colonization ability on the intestinal mucosa should also be considered. In September 2018, Israeli scholars published an article on cell, pointing out that the colonization of probiotics in the host has obvious individual differences and strain specificity. Whether probiotics can colonize in the intestine largely depends on the composition and structure of the inherent flora in the individual intestine.
 
Therefore, consumers pursuing intestinal health should not only put an end to the “omnipotent theory” of probiotics, but also alert to the “ineffective theory” of probiotics. The brand side should also take clinical research as the basis, consider the characteristics of host intestinal flora, and “adjust measures to local conditions” to develop probiotic products supported by a large number of local data, so as to better help the health of Chinese people.
Source: 603 for health
 
An excellent probiotic product must first have high enough activity (tolerance) and be able to tolerate choline, so as to ensure a high survival rate after entering the intestine. In addition, the strain should colonize on the inner wall of the intestine. The colonization sites on the intestinal wall are limited. Too many probiotics “flow into the intestinal tract at the same time, but there are not enough colonization sites. Many bacteria will be discharged with the metabolism of the body, which is tantamount to a waste.
 
In April 2020, new hope West China dairy launched live moisturizing crystal ball yogurt. The product adopts the special process of probiotic Crystal Ball 3D embedding technology, and the probiotics are three-dimensional embedded through acid resistant plant skin film, which improves the survival rate of probiotics by 1000 times.
Photo source: sina.com – life entertainment hall
 
The “daily bacteria” probiotic chewable tablets officially launched in July last year, in order to create “dietary probiotics more suitable for Chinese people”, spore probiotics were extracted and cultivated from local Douban fermented food. The strain is not only resistant to gastric acid and bile salt, but also likes oxygen. It can continue to be active in the high oxygen intestinal environment with an average length of 6 meters in Asians. It can colonize the intestinal wall for a long time, play a regulatory role, and promote the growth of original intestinal strains such as bifidobacteria.
Photo source: Daily bacteria
 
The digital competition between protein and probiotics is more than who. The concept of sugar reduction / Zero sugar food is a struggle for who can achieve the real “0”.
 
At present, the mainstream sugar reduction idea basically focuses on the elimination of sucrose. However, scientific sugar reduction must not focus on sucrose, but on the concept output of low GI (glycemic index).
 
GI value is used to measure the effect of sugars in food on human blood glucose. Foods with high GI value will rapidly decompose the sugars into glucose and then enter the circulatory system, resulting in a sharp rise in blood glucose. Noodles made of white rice, white bread and common wheat flour, as well as fruits and vegetables such as pumpkin and watermelon, are listed as high GI foods because they are rich in easily metabolized sugars (such as maltodextrin, amylopectin, etc.). On the contrary, low GI food is conducive to maintaining a stable and healthy blood glucose level, which is more scientific than pure zero sucrose.
 
Source: yannigo
 
At present, when various brands take “removing sucrose” as the major task of sugar reduction, some brands are also studying more effective and unique sugar control methods. For example, a large number of studies have found that mulberry leaf extract can reduce the GI value of maltose by 53% and sucrose by 33%. Based on this principle, Yuanqi forest launched a sugar free mulberry leaf tea on double 11 last year. Each bottle contains 7.5G mulberry leaves and white balsam pear is added to meet the needs of consumers with sugar control and fat reduction.
Photo source: Yuanqi forest tmall flagship store
 
Most dried fruit is too sweet after pickled with sugar. This is not good enough for diabetic patients, white-collar workers, pregnant mothers and other sugar control people. Dry fruit juice with low sugar and probiotics instead of dry fruit juice with GI. In March 2021, the product was included in the international GI database and became the first low GI product certified by the authority of the international GI laboratory in the nut industry.
 
Source: liangpin shop
 
Summary
 
Whether it is the high protein content, the number of live bacteria, or the digital competition of sugar reducing products on Zero sugar, it shows the original intention of enterprises to create product differentiation and highlight brand competitiveness. However, we should also see that the brand moat is by no means achieved through simple digital competition. Product differentiation will no longer exist when they have an obsession with the content of ingredients and try to conquer consumers with more “amazing” data. More and more rational consumers will not pay for superficial figures.
 
Jump out of the digital competition, based on nutrition science, and win consumers with more rational and pragmatic product characteristics. This is the inner essence we want to see.

Cover source: lovepbco com

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 Foodaily FBIC&EXPO2022】
The 8th foodaily ✕ 0, with the theme of ✕ new consumption innovation test ground ✕ global innovative product stage ✕ food Developer Conference ✕ top product social circle, runs through the upstream and downstream of the food industry chain, links the whole scene of new consumption business, takes another step towards the end of the new food era, and explains the future of new food consumption in China once again, 360 ° presents brand ecology.,
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