European survey reveals increased demand and promising growth for whey protein

20 Sep 2017 --- The European Whey Processors Association (EWPA) has announced the results of the first European Whey Protein Consumer Tracker. Whey protein is a long established and valued ingredient in the sports nutrition industry. With a high biological value and a full complement of amino acids, whey protein plays a health-promoting role in the diet.

Evolving science continues to highlight the benefits of whey protein throughout all life stages; however results from the recent survey indicate that there is significant education required for the general public. “The survey uncovered many interesting insights that we were not fully aware of,” says Bénédicte Masure, EWPA Secretary-General. 

“One of the most surprising results was that despite the fact that 77 percent of respondents recognize that protein is an important part of their diet, almost 50 percent were unaware of the right quantity of protein to consume daily,” she explained.  

Representing leading agri-dairy food players across the EU, the EWPA wants to build key consumer insights around whey proteins to support the sustainable growth of this sector. In order to meet this objective, an independent survey was commissioned to establish consumer perceptions, consumption patterns and purchasing behavior as they relate to proteins in Europe. 

Surveying 7,396 Europeans across 8 countries, the survey was designed and implemented by YouGov, thus ensuring a comprehensive and representative sample. This online survey selected people interested in nutrition and/or taking physical exercise at least once a month, also captured the geographic and cultural diversity of the EU. Countries surveyed included France, UK, Germany, Poland, Sweden, Spain, the Netherlands and Ireland, during the months of February and March 2017. 

Whereas the surveyed group, in general, understood the benefits of whey protein in terms of muscle building and recovery and the ability to maintain healthy bones and joints, a large proportion stated that the key consumption driver of whey protein was its benefit of staying active as they age, and providing general health benefits. 

42 percent of the respondents are managing their nutritional intake but are not yet aware of the extraordinary health benefits of whey protein. This is especially the case for female and older respondents, where active aging is such a primary concern. Furthermore, the majority of respondents do not know where to buy whey protein. All of the attention has been on sugar, not realizing that protein and protein quality is the key. 
                                                          
The survey also revealed that a current key barrier to whey protein consumption is a lack of awareness about it. 34 percent of those surveyed stated that they do not know much about it. Consumers are not getting the full message about whey protein, and it appears that untapped potential remains. 
 
Based on the results of the recent survey, EWPA in conjunction with its members will identify strategies, for building the European case for whey protein consumption.  

“The survey will enable EWPA to define opportunities for education around whey, by providing insight on specific target groups, and uncovering current barriers to whey protein consumption,” adds Masure.  

Communicating on the wide-ranging health benefits of whey protein could also lift the main barrier to whey protein consumption, which is a lack of knowledge about it, and increase and broaden its consumption. 

“The survey shows there is no doubt that clear targeted communications will create increased demand for whey protein in European markets. We plan to further expand on key insights from the survey in 2017 at key upcoming events such as the International Whey Conference (IWC) in Chicago, and Food Ingredients Europe (FiE) in Frankfurt, with the aim of increasing the awareness of the benefits of whey protein, and expanding its use beyond the current core users,” she concludes.

Carbery has a long history of supplying high-quality whey protein ingredients to the sports nutrition industry. According to Sarah O’Neill, Marketing Manager at Carbery Group: “Our ingredients are well positioned for applications into the emerging formats that our customers are demanding. Whether that is a great tasting heat-stable whey protein for hot lattes and indulgent tasting hot chocolates or a hydrolyzed whey protein with enhanced water-binding properties to maintain the softness of high protein bars or bites over their shelf-life.”

“Other trends we are also seeing in sports nutrition are consumers looking for additional information on protein quality, source and sustainability credentials, with claims such as “grass fed whey” resonating with consumers in many countries,” she told FoodIngredientsFirst earlier this year. You can read the full interview with O’Neill here.

FoodIngredientsFirst also recently spoke with Torben Jensen, Senior Category Manager for Fresh Dairy Products at Arla Foods Ingredients, who notes: “Many sports people are aware of the benefits of adding whey protein to their diets, but in the future, I believe many consumers will be aware of whey protein and the fact that is it beneficial to daily diets. At the moment, it is mainly the sports nutrition sector where it is high, but I do believe that this could change within a few years.”

You can read the full interview with Jensen here.