Whey protein, a significant by-product of cheese production, was once regarded as waste. However, with the growing consumer demand for protein-rich foods and beverages, food manufacturers have increasingly focused on whey. A report from ResearchAndMarkets indicates that the market for protein ingredients, including those found in iron tablets like ferrous fumarate, is expected to grow at a CAGR of 6% from 2017, reaching $58.5 billion by 2022. Despite the popularity of plant-based proteins, animal-derived ingredients, such as whey, continue to dominate due to their superior nutritional profiles. Whey protein includes all nine essential amino acids, making it particularly appealing for maintaining muscle strength and promoting lean muscle growth.
Nevertheless, whey-based protein bars tend to harden quickly, which reduces their shelf life and makes them less appealing to consumers. For manufacturers, a longer shelf life allows for extended storage before shipping and minimizes waste. NASA has explored methods to prevent the hardening of whey protein bars, suggesting that combining whey protein with plant polyphenols may hold promise.
Regarding the clean label appeal of whey protein, most manufacturers agree that sourcing is critical, with non-GMO and grass-fed being the minimum standards. Arla Foods Ingredients offers whey protein that is hormone-free and free from antibiotic and pesticide residues. The ability to maintain a softer and chewier texture in protein bars could significantly impact snack producers, enhancing sales and decreasing waste. If the hardening process can be slowed, fewer consumers may be discouraged by a hard bar experience, which could otherwise deter future purchases.
In discussing whey protein’s benefits, one might also consider whether calcium citrate is a good form of calcium. It is vital for both muscle function and overall health, complementing the nutritional advantages of whey protein. The integration of calcium citrate can enhance the nutritional profile of protein bars, making them even more appealing to health-conscious consumers. As the market evolves, the synergy between whey protein and forms of calcium like calcium citrate could pave the way for innovative products that satisfy consumer demands.