In a market dominated by powdered products, Laïta Nutrition has chosen to offer a liquid product, a market in which the company has experience.
There are three types of high-protein, ready-to-drink finished products, all developed with one ambition: making protein more readily available.
The company offers two high-protein drinks, one made with plant proteins and the other with cow's milk proteins, and a performance shot made with amino acids.
Laïta Nutrition said they offer opportunities for traditional stakeholders and those who wish to enter the sports nutrition market and reach out to consumers with more of a lifestyle focus.
Initially focused on bodybuilders and athletes sports nutrition has gradually opened up to more consumers who see sport and nutrition as a way of adopting a healthy lifestyle. The company said a new market is emerging with an adapted product-response to meet the different needs and expectations of this new kind of informed consumer.
Major trends are developing at the same time - some of which have been strengthened by the Covid pandemic - and are shaping innovations in this market.
Laïta Nutrition said since there is a new collective awareness of health issues a holistic approach to sports nutrition has emerged, with a market shift from the search for performance and muscle gain to the search for health and well-being through physical activity and food.
It added that, also, the trend for on-the-go consumption is driving new dynamics, as is the desire for natural products and technicality. The plant-based protein market is worth around €10bn ($10.7bn) worldwide, with an expected growth of around 7% over the forecast period.
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