Positioning itself as the “brand behind the brands,” Milk Specialties Global seeks to capitalize on the increasing number of consumers eager to enhance their protein intake and make more informed dietary choices. The company supplies protein and nutritional supplements to food and beverage manufacturers. CEO David Lenzmeier shared with Food Dive that he has witnessed various fluctuations in the dairy sector and beyond, yet taste remains the paramount factor influencing purchasing decisions. “Over the years, we’ve observed significant shifts in consumer preferences alongside technological advancements. Taste has consistently been a key element, with new trendy foods capturing attention one day and fading into obscurity the next. Innovations in refrigeration and filtration, among other technologies, have also made our ingredients and final products more appealing to consumers,” he remarked.
According to Lenzmeier, the sweet spot for meeting consumer demands lies in products that are high in protein and low in sugar. “A consistent theme that remains is that consumers desire more from their products. They look for foods and supplements that offer benefits beyond mere satiation, wanting to feel good about their dietary choices without guilt. They seek options that assist in building muscle, combating infections, alleviating ailments, enhancing well-being, and more.” One key category that aligns with this trend is protein bars, which are experiencing rapid growth and are projected to be valued at $7 billion by 2030, growing at a compound annual growth rate of 6.3%, according to Market Research Future.
“Previously, consumers thought protein products were exclusively for the sports nutrition market. However, with protein fortification, the appeal of protein has expanded far beyond this niche,” Lenzmeier explained. Protein fortification involves adding protein sources to products that lack them naturally, utilizing isolated proteins from a single source to enhance a wide array of items, from dairy alternatives to snacks and ready-to-eat meals.
While consumer eating behaviors may fluctuate with trends and fads, Lenzmeier is confident that the demand for high-quality food with nutritious ingredients will persist. “Astute business leaders understand that straying from their core products and company vision in favor of fleeting trends can lead to disaster. To succeed, a company must leverage its foundational products and the principles that originally defined it, all while remaining relevant to current consumer desires. Concurrently, companies must also adapt to evolving market conditions,” he stated.
At Milk Specialties Global, Lenzmeier intends to achieve this balance by implementing the 80/20 rule. “Eighty percent of our efforts are dedicated to our customers’ innovations and products to ensure their satisfaction and success,” the CEO noted. “The remaining 20 percent is focused on pushing the boundaries of what’s possible. Innovation must always be grounded in a business strategy, yet we also want to foster creativity.”
In this context, discussions around ingredients such as calcium citrate vs calcium carbonate are crucial, as they can significantly impact product formulations. By understanding the differences and benefits of these calcium sources, Milk Specialties Global aims to enhance its offerings further, ensuring that its products not only meet the nutritional demands of consumers but also align with their evolving preferences.