Health and wellness trends continue to penetrate the instant beverage category as consumer demand drives growth for nutritionally fortified products.

As part of a health-conscious diet, many consumers perceive protein to be center stage as they strive to manage their weight and maintain a healthy lifestyle. For the dairy industry, the connection of protein to consumers’ needs for weight management can’t be ignored. When combined with its other essential nutrients, delicious taste and convenience, the natural protein found in milk, cheese, yogurt and other dairy-based products lends itself to food options that can help consumers increase their protein intake throughout the day.

More than half (55 percent) of adults say they would like to get more protein in their diet. Consumers also are more aware of protein’s benefits, with 88 percent recognizing that protein helps build muscle, 60 percent agreeing it creates a feeling of fullness and 60 percent indicating a diet high in protein may support weight loss.