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. Read the rest of this entry »