Canada is considered along with the United States to have the highest obesity rates in the world and to counter the issue, people are exploring ways out to stay fit and opt for healthy lifestyles. Proteins are the most preferred form of supplement consumed for the purpose of weight-loss and sports nourishment. Protein supplements are widely available in the form of whey powders in the country, and there has been a significant share of the population who are opting for whey protein to meet their daily protein requirements to meet their fitness goals.

Growing demand from the sports industry has led to significant growth of whey protein-based product market. At the same time, food-processing industries are using whey protein for the manufacturing of health drinks. Exercise is becoming an essential part of the day-to-day life among people, for which the demand for energy drink is growing. This is likely to lead to an increment in the whey protein market. Whey protein can help those who aim to reduce the appetite and add muscle mass in the body, by helping repair the muscle cells after exercise and stimulate the muscle to grow, optimally. Whey protein, with its high-protein quality-score and a high percentage of BCAAs (branched-chain amino acids), has long been popular in the exercise and fitness industry, as a muscle-building supplement.