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Published by: Business Insights
Published: Oct. 1, 2009 - 167 Pages
Table of Contents
- Opportunities in Whey Products and Lactose
- Executive summary
- Drivers, applications and issues
- Market size and segmentation
- Product launch analysis
- Infant formulas
- Sports nutrition and body composition
- Emerging opportunities
- Chapter 1 Introduction
- Scope of the report
- Overview of coverage
- A note on market data
- Definitions
- Whey products and lactose
- Segmentation of whey products (including lactose)
- Other definitions
- Methodology
- Chapter 2 Drivers, applications and issues
- Summary
- From by-product to high value ingredient
- Processing technologies have enabled dramatic growth
- A generation ago whey was considered a waste product
- The next challenge is how to maximize the potential of whey products
- Whey’s profile makes it an ideal functional ingredient
- Lactose is also a valuable food ingredient
- Supply side market drivers
- Two main supply-side factors drove initial growth in whey products
- Demand side market drivers
- New functional uses for whey and the consumer health trend
- A substitute for NFDM
- Lactose as a source of carbohydrate
- Encapsulation technology - a future driver?
- Whey products as a food ingredient
- By product category
- Threats to continuing growth
- Maintaining product integrity is vital to future success
- Suppliers should seek to ensure standards are upheld industry-wide
- Responsible, appropriate marketing of product benefits is also key
- Suppliers should play a role in managing the claims made by manufacturers
- Consumer mistrust of functional products needs addressing
- Price fluctuations and the threat of substitution
- The future marketing landscape
- Intense competition is likely to be seen between suppliers
- Whey products will need to mark out their territory
- Conclusions
- Chapter 3 Market size and segmentation
- Summary
- Introduction
- A note on the market data
- Overall methodology
- Data parameters
- Global and regional analysis
- Regional analysis
- Europe is the dominant force in whey product production
- Whey products category analysis
- Growth has been explosive, but growth rates are set to fall in many categories
- Human food vs. animal feed (whey products only)
- Selected end use market analysis
- A note on coverage and approach
- US
- Dairy foods and dried foods and mixes are the key markets
- Europe
- Conclusions
- Supplementary data
- Asia
- Japan
- South Korea
- Philippines
- Europe
- France
- Germany
- Italy
- Netherlands
- Spain
- Sweden
- UK
- EU 25
- North America
- Canada
- Mexico
- US
- Oceania
- Australia
- New Zealand
- Other countries
- Chapter 4 Product launch analysis
- Summary
- Introduction
- A note on Product Launch Analytics and data downloads
- Methodology
- A note on product numbers
- Whey products launch analysis
- Launches featuring any form of whey by sector over time
- Regional share of launches containing whey products only
- Regional share trends of launches with whey products only
- Emerging regions are taking a greater share of product launches
- Heat map of launches with whey products only
- The US is easily the most dominant country
- Share of whey products launches by market over time
- Confectionery has increased its share of launches
- Leading manufacturers in launches with whey products
- High fragmentation between manufacturers characterizes the market
- Lactose launch analysis
- Launches featuring lactose by sector over time
- Regional share of launches featuring lactose
- Asia-Pacific is the second most important region
- Regional share trends of launches featuring lactose
- South and Central America is accounting for a growing share of launches
- Heat map of launches featuring lactose
- The US is not as dominant in lactose launches as it is in whey products launches
- Share of lactose launches by product market over time
- Share between product markets has remained stable
- Leading manufacturers in launches with lactose
- Fragmentation between manufacturers has increased in recent years
- Conclusions
- Chapter 5 Infant formulas
- Summary
- Whey’s role in infant formulas
- An important ingredient in a low growth market
- Toddler formulas offer the highest growth
- The need for product differentiation is creating opportunities for whey products
- Low overall growth and high consolidation with prompt intense competition
- There are signs that whey products are at the forefront of product development
- Main prospects for infant formulas
- Whey products as a protein modifier in infant formulas
- Significant amounts of whey must be added to match the profile of mother’s milk
- Milks for older and infants and young children also offer opportunities
- Whey products and infant allergenicity
- Product analysis
- Whey proteins are an increasing feature of new product launches
- Use of more advanced forms of whey products has been relatively recent
- Future outlook
- Chapter 6 Sports nutrition & body composition
- Summary
- Sports nutrition is a hot growth market
- What is sports nutrition?
- Sports nutrition is no longer just for professional athletes
- Drivers of whey products in sports nutrition
- Better understanding of nutrition’s role drives whey products’ use
- Consumers are becoming more demanding, encouraging product development
- A favorable sporting regulatory environment
- Market size and growth
- Whey’s role in sports nutrition & body composition
- Whey’s nutritional profile makes it an ideal ingredient
- Proteins are an important energy source while exercising
- Power and endurance athletes have different protein demands
- New technologies have expanded the role for whey proteins in sports nutrition
- Roles other whey fractions may play in sports nutrition for power athletes 133
- Whey’s sports nutrition properties also help with general body composition
- Whey appears more effective than casein protein in improving body composition
- Further benefits of whey products for athletes
- BCAAs aid recovery if taken before and after exercise
- BCAAs can also help to delay fatigue
- Whey proteins can help to stimulate growth hormones
- Glutamine from whey products can help prevent fatigue
- Product development
- “Pure” sports nutrition
- Premium whey products need to show why they are more than “just protein”
- Some innovation showing the future direction of innovation
- Offering benefits to the broader sports nutrition market
- Products should offer the chance to attain the “nutrition of professionals”
- All sizes of companies can secure endorsements from sportspeople
- Future outlook
- Chapter 7 Emerging opportunities
- Summary
- Introduction
- Whey products have many potential benefits
- Immunity and gut health
- Whey and immunity: a role in boosting the body’s defenses
- Lifestyle factors affect immune system function
- Whey protein’s role in boosting antibodies and aiding T-cell function
- WPC and WPI’s role in the antioxidant system
- Whey products and gut health: multiple potential benefits
- Improved intestinal integrity
- Improved nutrient uptake
- Enhancing gut enzyme and microbial activity
- Physio-chemical conditions of the intestinal lumen
- Seniors’ nutrition
- Sarcopenia
- Whey proteins aid post-prandial protein synthesis
- Whey protein intake should ideally be a regular part of Seniors’ diets
- Cardiovascular health in seniors
- Bone health
- Whey proteins help to maintain bone mineral levels in older consumers
- Whey products are also a good calcium source
- Immunity
- Weight loss
- Weight management and satiety
- Increased satiety
- BCAAs and the maintenance of lean muscle mass
- Angiotensin converting enzyme (ACE) inhibitory action
- Provision of calcium
- Lactose offers a low glycemic index sugar source
- Nutritional management
- Cardiovascular disease (CVD)
- Diabetes
- Osteoporosis
- Conclusions
- Appendix
- Bibliography
- List of Figures
- Figure 3.1: Share of global whey products and lactose production by region, 2008-2013
- Figure 3.2: Global whey products and lactose production growth (2005-2013) and future production volumes (metric tonnes, 2013)
- Figure 3.3: Human food and animal feed share of global whey product sales (metric tonnes), 2005-2013
- Figure 3.4: US human end use markets for whey powder, whey protein concentrate and whey protein isolate (% share), 2007-2008
- Figure 4.5: Heat grid of the regional share of product launches containing whey products by industry, 2006-2008
- Figure 4.6: Regional share of global new product launches containing whey products (%), 2006- 2008
- Figure 4.7: Heat map of global new product launches containing Whey Products, 2006-2008
- Figure 4.8: Product market share of global new product launches containing Whey Products, 2006-2008
- Figure 4.9: Leading companies in global new product launches containing whey products, 2006- 2008
- Figure 4.10: Heat grid of the regional share of product launches featuring lactose by industry, 2006- 2008
- Figure 4.11: Regional share of global new product launches featuring lactose, 2006-2008
- Figure 4.12: Heat map of global new product launches featuring lactose, 2006-2008
- Figure 4.13: Product market share of global new product launches containing lactose, 2006-2008
- Figure 4.14: Leading companies in global new product launches containing lactose, 2006-2008
- Figure 5.15: Infant formulas volume growth, value growth and market size by segment in 2013
- Figure 5.16: Global market shares (% value) for leading companies in infant formulas, 2005-2009
- Figure 5.17: Examples of product launches making use of partially hydrolyzed whey proteins
- Figure 6.18: PureSport and Lucozade Sport provide examples of how both large and small companies can associate themselves with top sportspeople
- List of Tables
- Table 2.1: Approximate quality scores of various protein forms
- Table 2.2: Reported physiological effects of protein fractions found in whey protein
- Table 2.3: Applications and benefits of lactose products
- Table 2.4: Functions of whey products as a food ingredient in end applications
- Table 3.5: Global whey products and lactose production by region (metric tonnes), 2005-2013
- Table 3.6: Global whey products production by volume (metric tonnes), by category, 2005-2013
- Table 3.7: Global whey products production by volume (metric tonnes), split by human food and animal feed use, 2005-2013
- Table 3.8: US human end use markets for whey powder, whey protein concentrate and whey protein isolate (% share and metric tonnes), 2007-2008
- Table 3.9: EU 25 human end use markets for whey powder, whey protein concentrate and whey protein isolate (% share and metric tonnes), 2008
- Table 3.10: Japanese whey products production by volume (metric tonnes), by category, 2005- 2013
- Table 3.11: South Korean whey products production by volume (metric tonnes), by category, 2005-2013
- Table 3.12: Filipino whey products production by volume (metric tonnes), by category, 2005-2013
- Table 3.13: French whey products production by volume (metric tonnes), by category, 2005-2013
- 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
- Table 3.16: Dutch whey products production by volume (metric tonnes), by category, 2005-2013
- Table 3.17: Spanish whey products production by volume (metric tonnes), by category, 2005-2013
- Table 3.18: Swedish whey products production by volume (metric tonnes), by category, 2005- 2013
- 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
- Table 3.21: Canadian whey products production by volume (metric tonnes), by category, 2005- 2013
- Table 3.22: Mexican whey products production by volume (metric tonnes), by category, 2005- 2013
- 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
- Table 3.25: New Zealand whey products production by volume (metric tonnes), by category, 2005-2013
- Table 3.26: Other countries’ whey products production by volume (metric tonnes), by category, 2005-2013
- Table 4.27: Number of global product launches by industry and whey products category, 2007- 2009
- Table 4.28: Percentage share of global product launches by industry and whey products category, 2007-2009
- Table 4.29: Number of global product launches featuring lactose, 2007-2009
- Table 4.30: Percentage share of global product launches featuring lactose, 2007-2009
- Table 5.31: Global infant formula sales (US$m) by region, 2005-2013
- Table 5.32: Top five global company shares (% value) for infant formulas, 2005-2008
- Table 5.33: Global infant formula sales (US$m) by category, 2005-2008
- Table 5.34: Global infant formula sales (Kg millions) by category, 2005-2008
- Table 5.35: Global infant formula sales (US$m) by category, 2005-2008
- Table 6.36: Core European and US sports nutrition market value (US$m), 2003-2013
- 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
AbstractAdvances 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?
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Which end-use markets are fuelling demand for Whey Products? How important will the Human Food and Animal Feed sectors be in the future?
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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?
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What roles can Whey Products play in providing superior formulations for infants compared to products currently available on the market?
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What are the new roles for Whey Products in Sports Nutrition that new science is uncovering? How can these areas be effectively targeted?
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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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