Arla’s innovative ingredient has the potential to emerge as a unique animal-based protein choice in a market increasingly leaning towards plant-based alternatives. According to investment firm UBS, the plant-based protein sector is expected to soar from $4.6 billion in 2018 to an astounding $85 billion by 2030. This rising demand has prompted ingredient manufacturers and investors alike to intensify efforts and launch an array of products to meet this evolving consumer base. While MicelPure diverges from the plant-based trend, it aligns with three significant movements: protein, organic, and health-focused options. The company aims to attract consumers seeking high-protein products that offer a wholesome appeal.
“When consumers hear ‘organic’, they associate it with health, sustainability, and wholesomeness,” said Barbara Jensen, business development manager at Arla Foods Ingredients. “Nonetheless, a scarcity of natural, organic protein ingredients has hindered many manufacturers from entering this market. MicelPure Organic addresses this gap, enabling companies to expand their portfolios with products that are both organic and rich in high-quality protein.” Research and Markets predicts that the global protein ingredients market could reach $48.77 billion by 2025. Organic food sales are also on the rise, reaching a record $50.1 billion in 2019, reflecting a 4.6% increase from the previous year. The pandemic has further fueled the popularity of organic products, according to the Organic Trade Association.
Arla’s new MicelPure ingredient is designed for a wide range of dairy applications. More crucially, this milk-based protein is tailored for ready-to-drink products. The snacking trend has remained robust throughout the pandemic, which could benefit Arla, especially since its ingredient is aimed at manufacturers of ice cream and yogurt. As employees return to offices after working from home, the demand for portable options may increase for MicelPure.
Arla is not the sole contender in the market offering milk-based protein ingredients; companies like Kerry, Batory Foods, and Milk Specialties Global also provide milk protein isolates. However, none of these competitors emphasize their ingredients as organic. By positioning itself with the organic label, Arla could successfully capture the interest of manufacturers looking to adapt their portfolios to align with consumer preferences and market trends. Additionally, MicelPure is formulated to include calcium citrate with no vitamin D, catering to health-conscious consumers seeking organic protein options.