Edition #4 - Why Protein Quality will be the next quantity?
On the last months brands have competed on protein grams — 20 g, 30 g, 40 g of protein per serving. But the next wave of innovation won’t be about how much. It’ll be about how well that protein works for you.
We are entering in the year of the premiumisation of protein through science, not flavour or packaging.
WHAT IS PROTEIN QUALITY?
Not all protein sources provide equal health benefits.
When we talk about protein quality, we’re really talking about two layers:
1️⃣ Nutrition & Performance: how efficiently the body can digest, absorb, and use the protein. Digestibility (DIAAS), bioavailability, complete amino acid profile, leucine threshold, and overall tolerance are some of the protein quality communications found in new launches.
2️⃣ Naturalness & Purity is another quality driver for most of the consumers today. Less processing, clean label, trusted origins — a value shift we’re seeing in both the plant-based and animal-protein segments.
1) Digestibility - DIAAS
The gold standard in premium sports nutrition.
What it means:
DIAAS measures how many essential amino acids your body can actually use after digestion. High DIAAS (1.0+) means efficient muscle repair, high conversion, and better overall utilisation.
Why brands use it:
It makes protein quality quantifiable. It gives brands a “scientific premium” story proof that their protein works.
Brand examples:
Radix Nutrition (New Zealand) positions its “DIAAS 1.30” Plant-Protein as one of the most digestible proteins available. They use scientific language (“superior bioavailability”, “peak amino acid efficiency”) to place themselves above mainstream Plant-proteins.
NZMP (Fonterra) uses DIAAS as a B2B selling point to help brands build performance products with premium pricing.
Arla Foods Ingredients uses DIAAS to support the development of athlete-grade whey blends with consistent digestion curves.
Radix introduces a new protein powder designed specifically for athletes, emphasizing high-tech nutritional design and premium sourcing.
2) PDCAAS
Used by Plant-Protein brands
What it means:
PDCAAS was the original score measuring amino-acid completeness and digestibility. It caps at 1.0, so it's less precise than DIAAS, but still widely used in plant protein marketing.
Nutricia Infograpih
Why brands use it:
It reassures consumers that plant blends are “complete”, especially when targeting vegans or flexitarians worried about amino-acid gaps.
Brand examples:
Orgain uses PDCAAS in educational content to reinforce that their plant blends are “complete proteins” equal to dairy.
Garden of Life SPORT emphasises PDCAAS 1.0 on their athlete-focused vegan protein to counter the perception that plant proteins are inferior.
Evolve Protein includes PDCAAS figures in FAQs and product education to position themselves as a trustworthy plant protein for everyday consumers.
3) Absorption Speed
Fast absorption VS Slow Release for clear consumption moments
What it means:
Different proteins absorb at different speeds. Whey isolate and hydrolysates absorb fast; casein absorbs slowly and delivers amino acids steadily over hours.
Why brands use it:
It lets them link the product to a specific moment in the consumer’s routine: post-workout, overnight recovery, between meals, etc.
Brand examples:
Dymatize ISO100 Hydrolyzed uses hydrolysis (pre-digested peptides) to claim ultra-rapid absorption . Perfect for high-performance athletes and bodybuilders.
Optimum Nutrition Casein markets slow release for “overnight muscle recovery” with visuals of time-release amino acids.
Optimum Nutrition Slow Release Casein
4) Leucine Content
The new battlefront of mainstream protein innovation.
What it means:
Leucine is the amino acid that triggers muscle protein synthesis. Without enough leucine (around 2.5–3 g per serving), you don't hit the threshold for muscle-building, especially in older adults.
Why brands use it:
It's the simplest scientific story: more leucine → more muscle-building potential.
Easy to understand, easy to market.
Brand examples:
Ascent Whey prints leucine content directly on the label (“2.7 g leucine per scoop”) to signal potency.
Momentous communicates leucine as a performance differentiator for elite athletes, linking it to recovery protocols.
Oikos Fusion (US) is designed to support muscle maintenance with its advanced fusion blend with Leucine but also digestive health. It’s tailored specifically for those on weight loss journeys including GLP-1 users who face unique nutrition challenges.
Patented Advanced FUSION Blend contains whey protein, leucine and vitamin D
5) Full Amino Acid Profile (EAA/BCAA Focus)
This is especially powerful with educated gym-goers and athletes.
What it means:
Shows the balance and density of essential amino acids (EAAs) and branched-chain amino acids (BCAAs). A full, strong profile for better recovery, performance, satiety.
Why brands use it:
Transparency builds trust and amino-acid charts look scientific and premium.
Brand examples:
Ghost Whey includes EAA/BCAA breakdowns as part of its “no hidden blends” messaging.
Legion Whey+ explains protein architecture in a consumer-friendly way, educating users about EAA density and MPS activation.
Danone YOPRO line highlights BCCA in the frontpack of their yogurts to demonstrate premiumness and expertise for expert target
YoPRO Perform is a post-workout power up - the right fuel to rise to the challenge.
6) Processing Technology
Processing is becoming a technology story in itself.
What it means:
How the protein was extracted, purified or treated (cold filtration, microfiltration, hydrolysis, fermentation).
Why brands use it:
Processing changes digestibility, solubility, taste, lactose levels and absorption speed, so it becomes a differentiator.
Brand examples:
Dymatize ISO100 → hydrolysed whey isolate designed for rapid absorption and minimal digestive load. Their entire claim is “pre-digested protein” for serious athletes.
Isopure Zero Carb → microfiltered whey isolate for “ultra-pure” protein with zero carbs and very low lactose.
SuperYou (India) → a new wave brand using fermented protein from yeast instead of dairy or plants. Fermentation allows them to deliver a complete amino-acid profile, high digestibility, minimal allergens, and a more sustainable process. The brand positions itself as the “next-generation protein”
They claim to be a complete, vegan protein made using biofermentation that tastes and works far better than plant protein and is as effective as whey - without the dairy or bloating.
Watch Out
Purity Is Becoming a New Quality Marker
One of the biggest shifts in the protein category right now has nothing to do with leucine or DIAAS — it’s purity. Several US analyses in recent years have found concerning levels of heavy metals, pesticides, microplastics and industrial contaminants in mainstream protein powders. Both plant-based and dairy proteins showed variability in sourcing and manufacturing quality.
This can be changing mindful consumer expectations People may now want protein that is not only effective but also safe, clean and traceable — especially as daily use grows across women’s health, longevity, gut health and GLP-1 users.
This is why certifications like the Clean Label Project Purity Award are becoming a premium differentiator. It’s one of the few third-party verifications that screens for heavy metals, pesticides, microplastics, mycotoxins, banned substances and ingredient authenticity.
Brands in US like Ritual, Momentous, Vega Sport and Klean Athlete now highlight this certification as a core part of their identity, using purity and transparency as the foundation of their value proposition.
Future Outlook By Julia
The Future: From “Protein Powder” to Personal Protein Business models
If today we’re seeing brands like Gainful offering you a protein from their range based on body composition, training style and dietary preferences — plus offering a Registered Dietitian to personalise absorption questions — the next wave is even more interesting. We’re moving toward a new business model: hyper-personalised protein ecosystems built around your biology, your routine and your metabolic response.
IMAGINE THIS..
Instead of choosing whey vs casein vs plant, your protein is designed for you. A formula that adapts as your goals change: fat-loss phases, muscle-gain cycles, post-injury recovery, hormonal changes, ageing. You’ll get protein blends tuned to your leucine threshold, digestive tolerance, microbiome, sleep, training load and even stress markers. Your plan might shift automatically week to week based on your wereables data.
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Each week, I’ll keep sharing the trends shaping food and wellness. My wish is that they give you not only inspiration, but also clarity — so that we can all build a healthier, brighter future.
Remember, trends only matter when they spark action!
Until next week :)
