Whey protein may have first gained notoriety with athletes and those looking to build muscle, but the ingredient has gained wider appeal as more Americans look to new and beneficial sources of protein.
September 30, 2013
Physicians are telling older consumers and amateur athletes about how whey protein helps build and repair muscle.
Physical activity requires strong, healthy muscles. Fortunately, when people exercise on a regular basis, their muscles experience a continuous cycle of muscle breakdown (during exercise) and compensatory remodeling and growth (especially with weightlifting).
The confluence of an aging U.S. population, an increasing focus on
staying active later in life, and a growing public awareness of the
rising cost of healthcare offer unparalleled opportunities to energize
the market for nutritionally enhanced beverages.
As product developers look to better serve consumer niches with formulated sports beverages, specialty ingredients, from various whey proteins to high value nutrients to an expanding array of sweeteners, are being used by R&D.