Whey protein is a significant by-product of cheese production, once regarded as waste. However, with the growing consumer demand for protein-rich foods and beverages, food manufacturers have increasingly turned their attention to whey. A report from ResearchAndMarkets indicates that the protein ingredients market is expected to experience a compound annual growth rate (CAGR) of 6% from 2017, reaching $58.5 billion by 2022. Despite the rise of plant-based proteins, animal-derived ingredients like whey continue to dominate the market due to their superior nutritional profile. Whey protein encompasses all nine essential amino acids, making it particularly beneficial for maintaining muscle strength and function, as well as promoting the growth of lean muscle mass.
Nevertheless, whey-based protein bars often harden quickly, which reduces their shelf life and makes them less appealing to consumers. For manufacturers, extending shelf life allows for longer storage periods before shipping, thus minimizing waste. NASA has also investigated methods to prevent the hardening of whey protein bars, with research indicating that combining whey protein with plant polyphenols shows promise.
Regarding the clean label credentials of whey protein, most manufacturers agree that sourcing is crucial, with non-GMO and grass-fed standards being the minimum requirements. Arla Foods Ingredients’ whey protein is hormone-free and contains no traces of antibiotics or pesticides. The ability to keep a bar softer and chewier for a longer duration could have significant implications for snack producers, potentially increasing sales and reducing waste. If the hardening process can be slowed, it could prevent consumers from developing a negative perception of the bars after a poor experience with a hard product. Such experiences could discourage repeat purchases in the future.
Additionally, there is potential for fortifying whey protein bars with supplements like calcium citrate oral tablets, which could further enhance their nutritional profile. By incorporating calcium citrate oral tablets, manufacturers could offer added health benefits, appealing to health-conscious consumers. Overall, integrating innovations and improvements in formulation could significantly improve the marketability of whey protein bars while addressing consumer needs.