It’s never been a better time to tap into the fast-growing whey protein market. Part of this is down to rising interest in performance and active nutrition, with people exercising more than ever, whether that’s in the gym, at home or outside. Take the sheer number of fitness apps – which make it easier for consumers to stay fit on the go – as an example of this commitment to exercise. The global fitness app market was valued at a whopping USD 9.25 billion in 2023 and is projected to continue its stratospheric growth at a CAGR of 14.08% from 2024 and 2030
Grand View Research, Fitness App Market Size, Share & Trends Analysis Report By Type (Exercise & Weight Loss, Diet & Nutrition, Activity Tracking), By Platform (Android, iOS, Others), By Device (Smartphones, Tablets), By Region, And Segment Forecasts, 2024 – 2030.
But however consumers like to exercise, getting the right nutrition is key to maintaining – and improving – performance.
Dairy-derived whey protein has dominated the performance and active nutrition sector, with an extensive bank of research underlining its benefits and excellent nutritional profile including protein, fat, and essential vitamins and minerals. Part of this success is down to whey protein’s versatility, allowing it to be formulated in a variety of applications. But as consumers exercise more, demand for specialist high-protein options that support well-being in a convenient format is also on the rise. Consumers are thinking beyond whey protein powders and shakes, instead reaching for innovative products like shots, waters and bars to get their protein fix. The functional beverage market is particularly primed for growth – it’s expected to reach a staggering USD 329.68 billion by 2030. So, let’s explore the growing whey protein market and how to create great-tasting, ready-to-drink (RTD) functional beverages tailored to consumers’ needs.
But before we dive into the whey protein market opportunities, let’s take a step back. Both whey and casein are popular choices for performance and active nutrition product formulation, but when it comes to formulating functional beverages, which is best? Let’s dive into the key differences between these popular and versatile proteins.
Whey and casein are both popular options for sports nutrition beverage manufacturers. Both are high quality proteins with an excellent amino acid profile and are easily digested and absorbed, for an equal effect on muscle protein synthesis rates. But there are differences. Whey protein is digested faster and has a higher leucine content than casein – that’s why higher post-exercise muscle protein synthesis rates are observed after consuming 100% whey products. Casein, on the other hand, provides a more moderate and prolonged rise in amino acid concentrations – making it a good option for overnight recovery sports nutrition formulations. There’s also evidence that whey and casein blends could bring additional amino acid absorption, muscle protein synthesis and recovery benefits to performance and active nutrition products.
Traylor et al, 2018.
Did you know? Whey protein is rapidly absorbed at a rate of 10g per hour, meaning that a 20g portion of whey protein taken after training can start rebuilding and recovering muscle in as little as two hours, according to a study in the Journal of the International Society of Sports Nutrition
J Int Soc Sports Nutr. How much protein can the body use in a single meal for muscle-building? Implications for daily protein distribution, (2018): https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5828430/#:~:text=Whey%20is%20a%20%E2%80%9Cfast%2Dacting,20%2Dg%20dose%20of%20whey
Performance nutrition has typically been dominated by competitive athletes, but the lines have been blurring in recent years to now also include active consumers with wide-ranging well-being goals – and of all ages. So, what do these new consumer groups want and how can RTD functional beverages with protein meet their needs?
Activity levels among those aged 55+ are at an all-time high and to help maintain their muscle mass as they age, they need even more protein. Multifunctional beverages with protein are big news for this category, allowing seniors to address several age-related health areas at a time – for example, targeting brain and muscle health simultaneously.
Serious athletes want the right mix of protein, carbohydrates and fats at the right time to help achieve their performance goals. Functional beverages with protein are a convenient way to rehydrate and rebuild between training sessions and with recent research highlighting the role of whey in helping improve muscle protein synthesis rates overnight,
Kouw IWK et al., 2017. Protein Ingestion before Sleep Increases Overnight Muscle Protein Synthesis Rates in Healthy Older Men: A Randomized Controlled Trial. The Journal of Nutrition, 147(12):2252-2261.
there’s potential in the whey protein market for developing drinks for athletes to take before sleep to support recovery .
Active consumers want nutritious, on-the-go solutions that can easily fit into hectic schedules – even better if they look and taste good, too. Protein ‘plus’ beverages that offer protein and additional ingredients, like prebiotics, are key to appealing to this group as they lean into total body and mind well-being.
The whey protein market is no longer seen as niche; it has become more accessible and affordable to consumers over recent years. For instance, Lidl launched a new high-protein range in the UK in January 2025, with a variety of RTDs, yoghurts and puddings, aimed at appealing to health-conscious, thrifty shoppers.
The benefits of whey protein for RTD functional beverages in the performance and active nutrition space are clear but what are the manufacturing considerations?
Formulating RTD functional beverages with whey protein for sports nutrition has typically been challenging, due to issues with protein stability, texture and shelf life. It can also be difficult to incorporate high levels of protein (e.g. 10%) without affecting taste and overall appeal. This is because most whey proteins are irreversibly denatured during traditional heat treatments, causing processing difficulties and affecting sensory appeal.
Akkerman et al., 2016. Effect of heating strategies on whey protein denaturation—Revisited by liquid chromatography quadrupole time-of-flight mass spectrometry. Journal of Dairy Science, 99(1): 152-166.
As a result, casein proteins, or whey and casein blends, are most often used in high-protein RTD beverage applications. However, demand is rising for whey protein, thanks to its easy digestion and quick muscle protein synthesis response.
Phillips S., 2016. The impact of protein quality on the promotion of resistance exercise-induced changes in muscle mass. Nutrition & Metabolism, 13(64).
Although taste and texture have historically taken a backseat in sports nutrition formulation, these new consumer groups are understandably less tolerable of thick, chalky RTD beverages – so finding the right solution in the whey protein drink market is essential.
Microparticulation technology is helping to breathe new life into the whey protein market, opening up the number of innovation opportunities. This advanced technology creates microparticulated proteins – protein particles that can better withstand heat treatment compared to traditional whey protein isolates and concentrates. By preventing gelation and aggregation during heat treatment, microparticulation enables the creation of RTD beverages with a high whey protein content and a low viscosity. Now it’s possible to develop RTD functional beverages with protein, where the heat stability and protein content is comparable to casein.
The whey protein drink market is changing and now there are several types for formulators to consider: whey protein isolate (or milk protein isolate), whey protein concentrate, whey protein hydrolysate and microparticulated whey, each bringing a unique set of benefits:
| Whey protein isolate | Whey protein concentrate | Whey protein hydrolysate | Microparticulated whey protein |
| High protein concentration, around 90-95% | Protein content between 50% and 89% | High protein concentration, around 80-90% | High protein concentration, around 80% |
| Low lactose content | Contains lactose | Contains lactose | Contains lactose |
| Undergone additional processing to remove most of the fat, lactose and other non-protein components | Most cost-efficient whey protein when used as a base product. Provides added value as potential for native whey protein variants, from non- cheese whey ingredients | Undergone additional processing to pre-digest part of the whey proteins | Undergone additional processing to provide high whey protein content to RTDs and a wide variety of high-protein food applications |
| Special variants possible to enable creation of clear protein waters and instant shakes | Can be produced from cheese or milk, for flavour flexibility in final applications | Absorbed faster by the body compared to regular whey protein | Brings the nutritional benefits of whey protein to high-protein applications, without the sensory and stability challenges in high whey formulations |
| Ideal for use in ready-to-mix (RTM) protein drinks and clear RTD/RTM protein drinks | Ideal for use in RTM protein drinks | Ideal for use in RTM protein drinks | Ideal for use in RTD beverages, including yoghurt drinks |
Working together with a high-quality whey protein supplier is crucial to help overcome typical manufacturing challenges and create stand-out high-protein beverages for the performance and active nutrition sector. FrieslandCampina Ingredients has over 125 years of experience in dairy proteins, from research to processing technology and application knowledge. In fact, we recently revealed that we’re doubling whey protein isolate manufacturing to meet the rising needs of customers and consumers in the whey protein market across the globe.
For more than a century we’ve been creating quality ingredients delivered with passion. Whether we’re inspiring ideas from drinks to bars, or supporting how to manufacture products in better ways, our customers can count on us to deliver, time and time again.
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