Combining analysis, insight and opinion, Zenith is pleased to unveil its new series of short sharp topical market reports, delivering assessments of the emerging issues that matter to consumers and the wider beverage industry:

• Adapt to change
• Be early to market
• Seize new growth opportunities

Zenith's new topical market report on RTD protein beverages investigates this new and evolving functional drinks category. Zenith's Global RTD Protein Beverages report provides in-depth analysis of the growing market, an overview of the science behind protein-enriched drinks and the benefits they can offer, along with a review of protein sources and the types of protein drinks available. Zenith's Global RTD Protein Beverages report covers:

• Market Analysis of RTD protein
• Understanding Protein & Sources of Protein
• Who Should Take Protein Supplements?
• The Growth of RTD Protein Beverages
• Types of Protein Drinks
• Industry Challenges
• SWOT Analysis for RTD Protein Beverages
• Company & Brand Profiles

Zenith's Global RTD Protein Beverages report is based on detailed research into the opportunities and challenges facing the burgeoning protein-enriched drinks market. Zenith's outline findings are that:

• Once a niche segment concerning serious exercisers, the market for these ‘functional' beverages has now expanded to cover anyone who exercises or wants to lead a more healthy lifestyle.
• Growth in this segment has been due to a number of factors including technological advances, changes in lifestyle, and the improved taste/texture of products.
• RTD protein beverages now come in water, juice and milk-based variants, as well as an increasing number of smoothies.
• Recent research has suggested that a diet rich in protein can have benefits for a number of different groups. For example, protein has been found to affect satiety meaning that companies have created beverages targeted specifically at the weight management market.
• Other new potential segments for RTD protein beverages are the elderly, young children, hospital patients, along with the existing sports nutrition consumers.
• Potential challenges include public scepticism of scientific studies and claims made, and a congested functional drinks market.
• The transformation from niche to mass-market segment has certainly begun but there is still unfulfilled potential - it's possible that once a big player enters the market, the global reach it could bring would launch the segment into the mainstream.
• Once just viewed as a by-product of cheese making which was often just thrown away or used for animal feed, whey is now currently the most popular form of supplementary protein. Other sources of protein include casein, milk, soy, egg whites and legumes.

Zenith International reports offer you the most reliable market overview and in-depth analysis of trends. This comes from a bottom up approach to the research process, and detailed discussions undertaken with industry players.