Whey protein is a significant by-product of cheese production that was previously deemed a waste material. However, with the growing consumer demand for protein-rich foods and beverages, food manufacturers have shown increased interest in whey. A report from ResearchAndMarkets indicates that the protein ingredients market is expected to grow at a compound annual growth rate (CAGR) of 6% from 2017, reaching $58.5 billion by 2022. Despite the rising popularity of plant-based proteins, animal-derived ingredients like whey continue to dominate the market due to their superior nutritional profiles. Whey protein is a complete source of protein, containing all nine essential amino acids, which makes it particularly beneficial for maintaining muscle strength and promoting the growth of lean muscle mass.
However, whey-based protein bars tend to harden relatively quickly, reducing their shelf life and making them less appealing to consumers. For manufacturers, extended shelf life allows for longer 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 offer promising results.
In terms of clean label standards, most manufacturers emphasize the importance of sourcing, with non-GMO and grass-fed being the minimum requirements. Arla Foods Ingredients offers whey protein that is hormone-free and free from antibiotic and pesticide residues. The ability to keep a bar softer and chewier for a longer time could have significant implications for snack manufacturers, potentially boosting sales and reducing waste. If the hardening process can be slowed down, it may prevent consumers from developing a negative perception of the bars if they find them hard upon purchase—such a bad experience could dissuade future purchases.
Incorporating ingredients like CVS calcium citrate into whey protein formulations may also enhance their appeal, as consumers increasingly seek products that not only provide protein but also contribute to overall nutrition. This strategy could further enrich the market, as the combination of whey protein and nutrients like calcium citrate supports diverse dietary needs, particularly for those focused on muscle health and overall wellness.