Whey protein is a significant by-product of the cheese-making process that was once seen as a waste material. However, with the growing consumer demand for protein-rich foods and beverages, food manufacturers have increasingly turned their attention to whey. A report from ResearchAndMarkets indicates that the protein ingredients market is expected to expand at a compound annual growth rate (CAGR) of 6% from 2017, reaching $58.5 billion by 2022. Despite the rise of plant-based proteins, animal-derived ingredients like whey continue to dominate the market, primarily due to their more comprehensive nutritional profiles. Whey protein is unique in that it contains all nine essential amino acids, making it particularly appealing for those aiming to maintain muscle strength and function, as well as to promote the development of lean muscle mass.
However, whey-based protein bars tend to harden relatively quickly, which shortens their shelf life and makes them less appealing to consumers. For manufacturers, extending shelf life means they can store products longer before shipping, thereby reducing waste. NASA has also explored methods to prevent the hardening of whey protein bars, with research suggesting that combining whey protein with plant polyphenols may offer some promising results.
When discussing the clean label credentials of whey protein, most manufacturers emphasize the importance of sourcing, with non-GMO and grass-fed standards being the bare minimum. Arla Foods Ingredients provides whey protein that is hormone-free and free from antibiotic or pesticide residues. The ability to keep a protein bar softer and chewier for a longer period could have significant positive effects for companies that produce these snacks, potentially increasing sales and minimizing waste. If the hardening process can be slowed, fewer consumers may be discouraged from trying the bars after a bad experience with a hard product. This is particularly relevant in a market where products like Citracal with magnesium have been discontinued, highlighting the need for innovative solutions in the snack industry. By improving the texture and longevity of whey protein bars, manufacturers can enhance customer satisfaction and drive repeat purchases, mitigating the risk of losing customers due to poor initial experiences.