Whey has come a long way, from being just a by-product to a highly concentrated protein solution, to become one of the most sophisticated industry. It is a mixture of Beta-lactoglobulin, Alpha-lactalbumin, Bovine serum albumin and Immunoglobins. High-end technologies are employed to manufacture valuable Whey derivatives from milk. Health conscious consumers, with a greater need of body protein intake, are the primary consumers of whey products.
Whey is considered as a wholefood, given its composition of all 20 amino acids, which the human body requires. This wonder product is very much in demand among infants who require protein diets, sports persons, athletes, lactose allergic mass and among youngsters interested in bulking up.
Rising global demand for milk based products, increased market for pediatric foods, health and wellness trends and an increasing popularity of protein consumption are a few major market drivers for whey proteins. In the specialty sports segment and energy supplements market, whey protein is part of nearly half of global sports powder and drinks. It is often marketed as “high in protein” or “source of protein.” Growing emphasis has been observed in Ready-To-Drink products and performance products, which helped the market to shift from its traditional core market of bodybuilders to mainstream population.
The popularity of Whey protein products in mainstream dairy based market along with specialty segments like infant nutrition, clinical diets, sports and body building, will help Whey protein market to achieve great heights. The versatility of this product and its application, high quality and greater availability thorough advancements in manufacturing technology will also help the market to grow further.
While Whey protein has great potential in the present lifestyle, high manufacturing costs often make the products costlier for consumers. Health and safety concerns over the products offered in the market, regulatory constraints for quality check, and certification in places other than North America and Europe can restrain market growth in the long term.