Unexploited dairy potential for active nutrition and active consumers.
According to FrieslandCampina there is a lot of unexploited potential for the food, dairy and active nutrition industry to build new categories, products and markets. The science about recommending consumer to take 30 grams of protein for breakfast, for lunch as well as for dinner is there. There is a huge opportunity to use this know-how and build new concepts around it. Not just for active consumers, but also for athletes and professional sports people. The nutritional guidance and advice to athletes of the Dutch Olympic team in Rio last year focused also on taking more proteins for breakfast. The monitoring showed that a lot of athletes did not take enough proteins!
Another opportunity is the option to take extra proteins in the evening. There is research, and there are some sports nutrition products on the market, that this can have a good effect on recovery, better sleep and also muscle building.