Opportunities in Whey Products and Lactose: Market growth and new product development in sports and infant nutrition

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Market	Consumer Goods
Report Type	Market Research
Country	Global
Published	1 October 2009
Number of Pages	167
Report Delivery	Email
Delivery Lead Time	-
Publisher	Business Insights

Advances in whey processing technology and investments in research and development have combined with a greater understanding and recognition of the potential health benefits of Whey Products. As a result both ingredients suppliers and product manufacturers alike seeking to exploit the potential of an area which many see as currently "exploding".

Undoubtedly the functional benefits of certain Whey Products (in particular concentrates and isolates) are driving renewed interest and market momentum. But less-hyped areas should not be forgotten: use in Animal Feed and in human food use as a food (as opposed functional) ingredient will fuel demand. Lactose’ use as a relatively cost effective, low glycemic index, carbohydrate source should not be overlooked either as this category will see greater volume growth in the future than overall Whey Products.

Functional applications will be at the forefront of shaping the future direction of Whey Products however, with markets like Sports Nutrition, Seniors’ Nutrition and Nutritional Management creating demand for higher quality, value-added Whey Products in the future. Certain Whey Products, particularly concentrates and isolates (WPI) are potentially well placed to take advantage of these developments.

But growth will not just happen by itself – there are significant problems to overcome. First, much greater scientific substantiation of product benefits is required to establish efficacy and to pass regulatory hurdles, particularly in Europe. Beyond that marketers must also ensure the marketing messages have high integrity and accurately represent product benefits as misleading marketing has the potential to undermine the market. The potential for growth is there, but successful targeting requires carefully constructed strategies to be followed.

Scope of this report

-Provides extensive market data on the size, growth and segmentation of the Whey Products and Lactose markets across 4 major regions and 15 countries, with forecasts up until 2013. Assessments of use by end-use markets are also provided.
-Analysis of the relative strength of demand both now and in the future from different uses of Whey Products and Lactose, both as an ingredient in product formulation sand as a specific functional ingredient.
-Uniquely detailed product launch analysis examines the pattern of product introductions containing Whey Products and Lactose across the globe over the past 3 years.
-Detailed chapters provide extensive insight into the emerging role of Whey Products in both the Sports Nutrition and Infant Formulas markets, highlighting the growth potential for Whey Products in these areas and how manufacturers can effectively utilize these ingredients.
-Examination of the latest scientific evidence that points towards the likely future direction of Whey Product use in burgeoning markets like Seniors’ Nutrition and Immunity and Gut Health.
-Examination of the key issues that marketers need to be addressed in order to unlock the full potential of the Whey Products and lactose markets.

Reasons to purchase this report

- Fill a gap in market understanding by knowing the size, segmentation and growth of the Whey Product markets across the globe. This provides clarity when developing marketing plans for suppliers and allows product manufacturers to understand the growing importance of these ingredients by product market and by country and region.
- Identify product development opportunities (for both manufacturers and ingredients suppliers alike) using the detailed scientific evidence of the areas where Whey Products can play a role in the development of foods with added health functions.
- Learn how to avoid the potential pitfalls in the development of this market by first identifying the problem areas (from consumer to regulatory issues) and then understanding ways in which these problems can be targeted and overcome.
- Understand competitive activity in product launches to identify hot areas of activity by product market, region and country and use this information to refine your own product pipelines and product launch tactics.
- Examine the growth potential in functional product markets like Sports Nutrition and Infant Formulas for Whey Products and how these can help grow your business’s sales.

Highlights from this report

Global production volumes for Whey Products in 2008 were over 3.2 million metric tonnes, and over 0.9 million metric tonnes for Lactose. Europe is the dominant region in global Whey Products and lactose production, accounting for more than 50% of total production in both markets in 2008.
Functional uses for Whey Products are the hot area of the market due to the potential for Whey Products to leverage their excellent nutrition profiles (in particular their amino acid and protein profiles) into high quality nutrition for consumers.
Product markets which offer a role for Whey Products as a functional ingredient include Infant Nutrition, Sports Nutrition & Body Composition, and Immunity & Gut Health products, Weight Management and Satiety and Nutritional (disease) Management.
Issues that require addressing for growth in the market to continue include; the need to maintain product integrity and to market these products responsibly, the need to tackle head-on consumer mistrust of functional foods and the need to mitigate, as far as possible, price fluctuations.

Key market issues addressed

The key challenge for Whey Products remains how can ingredients suppliers and manufacturers maximize their potential? To achieve this a key aim will need to be taking the more refined Whey Products beyond specialist markets like Sports Nutrition and into the mass market.
Achieving widespread distribution will require careful marketing approaches. In common with all functional foods marketers must take care to ensure that products have demonstrable benefits and that marketing messages are clear and accurately portray product benefits.
Furthermore, consumer mistrust of marketing messages also needs directly tackling. In 2008 around 77% of Europeans and 67% of American s did not feel that "nutritional claims on food and drinks were trustworthy". This is a massive barrier which needs to be overcome for growth to continue in functional applications of Whey Products.
Competition between suppliers of Whey Products is likely to be intense in the future. For suppliers this means that establishing effective whey processing capabilities now is important. For manufacturers this means that more, better, Whey Products will become available in the future for them to use in product development.
Whey Products also need to establish their credentials compared to other high nutritional value ingredients (such as soy proteins) in consumers’ minds. This needs to be achieved in a manner which does not bombard consumers with claims and counter-claims for different ingredients, as this runs the risk of alienating consumers from functional foods altogether.

Key questions answered by this report

How large are the Whey Products and lactose markets and how fast are these markets growing?

Which end-use markets are fuelling demand for Whey Products? How important will the Human Food and Animal Feed sectors be in the future?

In which products are Whey Products being used most extensively in order to drive new product development and what does this say about where future demand is likely to be coming from?

What roles can Whey Products play in providing superior formulations for infants compared to products currently available on the market?

What are the new roles for Whey Products in Sports Nutrition that new science is uncovering? How can these areas be effectively targeted?

What scientific discoveries about Whey Products are likely to create future opportunities for product development that I should be aware of now?

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£11,378.20	Corporate License Corporate License An electronic version (mostly PDF, but can be Excel or PPT). Where the report(s) is/are intended for use by an organisation in its entirety. For example, if reports are put on an Intranet or if they are distributed or used by more than one office, division, or country operation, then a Corporate Licence is required.

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Table of Contents
Opportunities in Whey Products and Lactose
Executive summary 14
Drivers, applications and issues 14
Market size and segmentation 15
Product launch analysis 16
Infant formulas 17
Sports nutrition and body composition 18
Emerging opportunities 19
Chapter 1 Introduction 22
Scope of the report 22
Overview of coverage 22
A note on market data 23
Definitions 23
Whey products and lactose 23
Segmentation of whey products (including lactose) 24
Other definitions 25
Methodology 26
Chapter 2 Drivers, applications and issues 30
Summary 30
From by-product to high value ingredient 31
Processing technologies have enabled dramatic growth 31
A generation ago whey was considered a waste product 31
The next challenge is how to maximize the potential of whey products 31
Whey’s profile makes it an ideal functional ingredient 33
Lactose is also a valuable food ingredient 36
Supply side market drivers 37
Two main supply-side factors drove initial growth in whey products 37
Demand side market drivers 38
New functional uses for whey and the consumer health trend 38
A substitute for NFDM 43
Lactose as a source of carbohydrate 43
Encapsulation technology – a future driver? 44
Whey products as a food ingredient 44
By product category 46
Threats to continuing growth 47
Maintaining product integrity is vital to future success 47
Suppliers should seek to ensure standards are upheld industry-wide 47
Responsible, appropriate marketing of product benefits is also key 48
Suppliers should play a role in managing the claims made by manufacturers 48
Consumer mistrust of functional products needs addressing 49
Price fluctuations and the threat of substitution 50
The future marketing landscape 51
Intense competition is likely to be seen between suppliers 51
Whey products will need to mark out their territory 52
Conclusions 52
Chapter 3 Market size and segmentation 56
Summary 56
Introduction 57
A note on the market data 57
Overall methodology 57
Data parameters 58
Global and regional analysis 59
Regional analysis 59
Europe is the dominant force in whey product production 59
Whey products category analysis 61
Growth has been explosive, but growth rates are set to fall in many categories 61
Human food vs. animal feed (whey products only) 63
Selected end use market analysis 65
A note on coverage and approach 65
US 65
Dairy foods and dried foods and mixes are the key markets 65
Europe 67
Conclusions 68
Supplementary data 69
Asia 69
Japan 69
South Korea 70
Philippines 71
Europe 72
France 72
Germany 73
Italy 74
Netherlands 75
Spain 76
Sweden 77
UK 78
EU 25 79
North America 80
Canada 80
Mexico 81
US 82
Oceania 83
Australia 83
New Zealand 84
Other countries 85
Chapter 4 Product launch analysis 88
Summary 88
Introduction 89
A note on Product Launch Analytics and data downloads 89
Methodology 89
A note on product numbers 90
Whey products launch analysis 91
Launches featuring any form of whey by sector over time 91
Regional share of launches containing whey products only 93
Regional share trends of launches with whey products only 95
Emerging regions are taking a greater share of product launches 95
Heat map of launches with whey products only 96
The US is easily the most dominant country 96
Share of whey products launches by market over time 97
Confectionery has increased its share of launches 97
Leading manufacturers in launches with whey products 98
High fragmentation between manufacturers characterizes the market 98
Lactose launch analysis 99
Launches featuring lactose by sector over time 99
Regional share of launches featuring lactose 100
Asia-Pacific is the second most important region 100
Regional share trends of launches featuring lactose 101
South and Central America is accounting for a growing share of launches 101
Heat map of launches featuring lactose 102
The US is not as dominant in lactose launches as it is in whey products launches 102
Share of lactose launches by product market over time 103
Share between product markets has remained stable 103
Leading manufacturers in launches with lactose 104
Fragmentation between manufacturers has increased in recent years 104
Conclusions 105
Chapter 5 Infant formulas 108
Summary 108
Whey’s role in infant formulas 109
An important ingredient in a low growth market 109
Toddler formulas offer the highest growth 110
The need for product differentiation is creating opportunities for whey products 111
Low overall growth and high consolidation with prompt intense competition 111
There are signs that whey products are at the forefront of product development 114
Main prospects for infant formulas 114
Whey products as a protein modifier in infant formulas 117
Significant amounts of whey must be added to match the profile of mother’s milk 117
Milks for older and infants and young children also offer opportunities 117
Whey products and infant allergenicity 117
Product analysis 119
Whey proteins are an increasing feature of new product launches 119
Use of more advanced forms of whey products has been relatively recent 119
Future outlook 121
Chapter 6 Sports nutrition & body composition 124
Summary 124
Sports nutrition is a hot growth market 125
What is sports nutrition? 125
Sports nutrition is no longer just for professional athletes 125
Drivers of whey products in sports nutrition 126
Better understanding of nutrition’s role drives whey products’ use 127
Consumers are becoming more demanding, encouraging product development 127
A favorable sporting regulatory environment 128
Market size and growth 128
Whey’s role in sports nutrition & body composition 129
Whey’s nutritional profile makes it an ideal ingredient 129
Proteins are an important energy source while exercising 132
Power and endurance athletes have different protein demands 132
New technologies have expanded the role for whey proteins in sports nutrition 133
Roles other whey fractions may play in sports nutrition for power athletes 133
Whey’s sports nutrition properties also help with general body composition 133
Whey appears more effective than casein protein in improving body composition 134
Further benefits of whey products for athletes 135
BCAAs aid recovery if taken before and after exercise 135
BCAAs can also help to delay fatigue 135
Whey proteins can help to stimulate growth hormones 136
Glutamine from whey products can help prevent fatigue 136
Product development 137
"Pure" sports nutrition 137
Premium whey products need to show why they are more than "just protein" 137
Some innovation showing the future direction of innovation 137
Offering benefits to the broader sports nutrition market 138
Products should offer the chance to attain the "nutrition of professionals" 138
All sizes of companies can secure endorsements from sportspeople 139
Future outlook 141
Chapter 7 Emerging opportunities 144
Summary 144
Introduction 145
Whey products have many potential benefits 145
Immunity and gut health 146
Whey and immunity: a role in boosting the body’s defenses 146
Lifestyle factors affect immune system function 146
Whey protein’s role in boosting antibodies and aiding T-cell function 148
WPC and WPI’s role in the antioxidant system 149
Whey products and gut health: multiple potential benefits 149
Improved intestinal integrity 150
Improved nutrient uptake 150
Enhancing gut enzyme and microbial activity 151
Physio-chemical conditions of the intestinal lumen 151
Seniors’ nutrition 151
Sarcopenia 152
Whey proteins aid post-prandial protein synthesis 153
Whey protein intake should ideally be a regular part of Seniors’ diets 153
Cardiovascular health in seniors 153
Bone health 154
Whey proteins help to maintain bone mineral levels in older consumers 154
Whey products are also a good calcium source 154
Immunity 154
Weight loss 155
Weight management and satiety 155
Increased satiety 156
BCAAs and the maintenance of lean muscle mass 157
Angiotensin converting enzyme (ACE) inhibitory action 158
Provision of calcium 158
Lactose offers a low glycemic index sugar source 159
Nutritional management 159
Cardiovascular disease (CVD) 160
Diabetes 163
Osteoporosis 163
Conclusions 164
Appendix 167
Bibliography 167
List of Figures
Figure 3.1: Share of global whey products and lactose production by region, 2008-2013 60
Figure 3.2: Global whey products and lactose production growth (2005-2013) and future production volumes (metric tonnes, 2013) 62
Figure 3.3: Human food and animal feed share of global whey product sales (metric tonnes), 2005-2013 64
Figure 3.4: US human end use markets for whey powder, whey protein concentrate and whey protein isolate (% share), 2007-2008 66
Figure 4.5: Heat grid of the regional share of product launches containing whey products by industry, 2006-2008 94
Figure 4.6: Regional share of global new product launches containing whey products (%), 2006- 2008 95
Figure 4.7: Heat map of global new product launches containing Whey Products, 2006-2008 96
Figure 4.8: Product market share of global new product launches containing Whey Products, 2006-2008 97
Figure 4.9: Leading companies in global new product launches containing whey products, 2006- 2008 98
Figure 4.10: Heat grid of the regional share of product launches featuring lactose by industry, 2006- 2008 100
Figure 4.11: Regional share of global new product launches featuring lactose, 2006-2008 101
Figure 4.12: Heat map of global new product launches featuring lactose, 2006-2008 102
Figure 4.13: Product market share of global new product launches containing lactose, 2006-2008 103
Figure 4.14: Leading companies in global new product launches containing lactose, 2006-2008 104
Figure 5.15: Infant formulas volume growth, value growth and market size by segment in 2013 110
Figure 5.16: Global market shares (% value) for leading companies in infant formulas, 2005-2009 113
Figure 5.17: Examples of product launches making use of partially hydrolyzed whey proteins 120
Figure 6.18: PureSport and Lucozade Sport provide examples of how both large and small companies can associate themselves with top sportspeople 140
List of Tables
Table 2.1: Approximate quality scores of various protein forms 33
Table 2.2: Reported physiological effects of protein fractions found in whey protein 35
Table 2.3: Applications and benefits of lactose products 36
Table 2.4: Functions of whey products as a food ingredient in end applications 46
Table 3.5: Global whey products and lactose production by region (metric tonnes), 2005-2013 60
Table 3.6: Global whey products production by volume (metric tonnes), by category, 2005-2013 63
Table 3.7: Global whey products production by volume (metric tonnes), split by human food and animal feed use, 2005-2013 64
Table 3.8: US human end use markets for whey powder, whey protein concentrate and whey protein isolate (% share and metric tonnes), 2007-2008 66
Table 3.9: EU 25 human end use markets for whey powder, whey protein concentrate and whey protein isolate (% share and metric tonnes), 2008 67
Table 3.10: Japanese whey products production by volume (metric tonnes), by category, 2005- 2013 69
Table 3.11: South Korean whey products production by volume (metric tonnes), by category, 2005-2013 70
Table 3.12: Filipino whey products production by volume (metric tonnes), by category, 2005-2013 71
Table 3.13: French whey products production by volume (metric tonnes), by category, 2005-2013 72
Table 3.14: German whey products production by volume (metric tonnes), by category, 2005-201373
Table 3.15: Italian whey products production by volume (metric tonnes), by category, 2005-2013 74
Table 3.16: Dutch whey products production by volume (metric tonnes), by category, 2005-2013 75
Table 3.17: Spanish whey products production by volume (metric tonnes), by category, 2005-2013 76
Table 3.18: Swedish whey products production by volume (metric tonnes), by category, 2005- 2013 77
Table 3.19: UK whey products production by volume (metric tonnes), by category, 2005-2013 78
Table 3.20: EU 25 whey products production by volume (metric tonnes), by category, 2005-2013 79
Table 3.21: Canadian whey products production by volume (metric tonnes), by category, 2005- 2013 80
Table 3.22: Mexican whey products production by volume (metric tonnes), by category, 2005- 2013 81
Table 3.23: US whey products production by volume (metric tonnes), by category, 2005-2013 82 Table 3.24: Australian whey products production by volume (metric tonnes), by category, 2005- 2013 83
Table 3.25: New Zealand whey products production by volume (metric tonnes), by category, 2005-2013 84
Table 3.26: Other countries’ whey products production by volume (metric tonnes), by category, 2005-2013 85
Table 4.27: Number of global product launches by industry and whey products category, 2007- 2009 92
Table 4.28: Percentage share of global product launches by industry and whey products category, 2007-2009 93
Table 4.29: Number of global product launches featuring lactose, 2007-2009 99
Table 4.30: Percentage share of global product launches featuring lactose, 2007-2009 99
Table 5.31: Global infant formula sales (US$m) by region, 2005-2013 109
Table 5.32: Top five global company shares (% value) for infant formulas, 2005-2008 113
Table 5.33: Global infant formula sales (US$m) by category, 2005-2008 115
Table 5.34: Global infant formula sales (Kg millions) by category, 2005-2008 115
Table 5.35: Global infant formula sales (US$m) by category, 2005-2008 116
Table 6.36: Core European and US sports nutrition market value (US$m), 2003-2013 129
Table 7.37: Major nutritional management disease prevalence 2008 (% total population), growth in sufferer numbers (CAGR 2008-2013) and forecast suffers number 2013 (actual) in eight major countries 160

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