The popularity of protein-enriched foods has spread to fortified milk products and companies are marketing their value-added milks to consumers with health-focused lifestyles, such as Gen Xers and Millennials. Protein-fortified milk is still a very small niche in the overall market, which makes its staying-power difficult to gauge in the long-term, analysts say. "I see it as a long-term trend. We're very early stages of higher-protein products," consultant Jerry Dryer predicted.
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