Growing demand from the sports industry has led to significant growth of whey protein-based product market. 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. With a great focus on the overall health and consumers’ interest for clean-label products, the demand for natural ingredients has been growing in the sports nutrition sector. Ingredients, such as organic and grass-fed whey, have gained prominence due to, both, health as well as ethical concerns.

Younger generations in Germany have displayed greater interest in high-quality whey protein ingredients. This has eventually led to the growth in the sales of whey protein isolates and hydrolysates. The demand for dairy alternatives has increased among the lactose intolerant adults in the country. Also, the expanding food industry in the country experienced a demand for high-quality protein ingredients from consumers, in turn, driving the market for whey protein in the region. Consumers have started to opt for healthier beverages rather than carbonated drinks and soft drinks. Whey protein concentrates are in demand among the consumers; however, with blends being introduced by the manufacturers, the market for hydrolysates is growing.