Whey protein, a significant by-product of cheese production, was once deemed a waste product. However, with the rising consumer demand for protein-rich foods and drinks, food manufacturers have shown increased interest in whey. A report from ResearchAndMarkets indicates that the market for vegan protein ingredients, including whey, is expected to grow at a CAGR of 6% from 2017, reaching $58.5 billion by 2022. Despite the growing popularity of plant-based proteins, animal-derived ingredients like whey continue to dominate the market, primarily due to their complete nutritional profile. Whey protein comprises all nine essential amino acids, making it particularly beneficial for maintaining muscle strength and promoting lean muscle mass growth.
Nevertheless, whey-based protein bars tend to harden quickly, which shortens their shelf life and makes them less appealing to consumers. For manufacturers, an extended shelf life allows for longer storage periods before shipping and reduces waste. NASA has explored methods to prevent the hardening of whey protein bars, suggesting that combining whey protein with plant polyphenols may be a promising solution.
Regarding the clean label credentials of whey protein, most manufacturers agree that sourcing is crucial, with non-GMO and grass-fed being the baseline standards. Arla Foods Ingredients offers whey protein that is hormone-free and free from traces of antibiotics or pesticides. The ability to maintain a softer and chewier texture for an extended period could significantly impact snack producers, enhancing sales and potentially minimizing waste. If the hardening process can be slowed, fewer consumers may be deterred from purchasing the bars after experiencing a hard texture, as a negative experience can lead to a reluctance to buy the product again.
Additionally, many consumers are interested in health benefits, such as whether calcium citrate lowers blood pressure, making whey protein bars an appealing option when combined with functional ingredients. As the demand for health-conscious snacks continues to grow, the incorporation of whey protein with enhanced properties may attract more customers looking for nutritious choices. Ultimately, addressing the hardening issue while exploring health benefits, such as how calcium citrate lowers blood pressure, could pave the way for innovative products in the protein market.