Fonterra is a New Zealand-based dairy cooperative, which sells its specialist dairy ingredients under the global NZMP brand. In Europe, it has a number of partnerships with local businesses, including with British dairy processor Dairy Crest and Lithuanian processor Rokiškio Sūris. In The Netherlands, Fonterra opened a medical nutrition unit in late 2017, and also operates a whey ingredients plant there, adjacent to Dutch cheese maker A-ware Food Group. It uses by-products from the cheese-making process to create high-value nutritional products.

“Consumers are learning more and more about the benefits of protein and dairy,” said Mahbir Thukral, the company’s Marketing Activation Manager for Europe and Russia.

Dairy is still the gold standard for protein

Indeed, European interest in protein ingredients has soared in recent years, not just for building and repairing muscle, but also for maintaining lean muscle mass in the elderly, helping maintain bone density, and for increased satiety. This is wher market trends have come together for Fonterra.

Despite rising interest in plant protein, dairy protein is still the gold standard for protein ingredients in terms of nutrition and digestibility, as well as for muscle recovery after exercise. The company claims its latest milk protein concentrate ingredient, which it sells under the SureProtein brand, delivers amino acids faster and more efficiently to muscles after exercise than other milk protein ingredients on the market.

As Europeans pay greater attention to wher their foods come from – and as the population ages – dairy protein has everything to gain.

“Our grass-fed dairy especially resonates with consumers,” Thukral said. “It really ticks the boxes for those who want wholesomeness and also environmental benefits.”

Opportunities for dairy in healthy ageing

According to the International Food Information Council, older consumers are less interested in protein than other demographics – despite being among those who could benefit most from increased protein consumption. By providing dairy protein ingredients for mainstream products, Fonterra is banking on all age groups taking steps to safeguard their long-term health, while its medical nutrition unit also provides nutritional products for those with existing health conditions.

Thukral explained that the ageing European population brings a range of challenges for food and beverage companies in the region.

“There is a clear opportunity in medical nutrition,” he said. “This area is growing based on the fact that people are living longer but they are not necessarily getting the nutrition they need. It’s not just about ensuring they get the best nutrition but also that they get a great taste as well.”

Several major food and beverage companies have recently started to take notice of the opportunities in the medical nutrition sector. According to Euromonitor International, the category is already worth about US$10 billion, and has strong growth potential. Meanwhile Eurostat data show 40% of Europeans are expected to be over the age of 50 by 2020.