With widespread attention that whey protein gained due to its functional benefits, it has become the choice of the fitness-oriented Indonesian consumers, creating a demand for products containing whey in the country. Also, it has been witnessed in animal models, to assess their potential role in the prevention of disease and to contribute to a basis for their introduction as ingredients in functional foods. This has led to the demand for whey protein in the functional foods segment, as it is highly nutritional and brings makes the body healthier. The nutritional value of whey proteins makes them a highly valuable ingredient in confections. This increased demand in the number of muscle and fitness enthusiasts in the growing middle-class population have led to an increase in the consumption rate of functional foods. In the confectionery industry, lactose and lactose derivatives are important whey-derived functional ingredients. It offers a cost-effective alternative to formulate caramels with excellent processability and the good eating quality.

The escalated demand for protein from nutritional industries such as medical & clinical nutrition, infant nutrition, and sports nutrition and goods markets, are thus driving the whey protein isolates market. Also, other factors such as higher purity of whey isolate, with less carbs, lactose and fat; and lower cost as compared to the other whey protein types, are thus intensifying the whey protein isolates market. Thus, it is a common choice for people who need to maintain low body fat without getting their body muscles affected. This form of whey protein is basically popular among athletes, sportsperson, and people who are lactose intolerant.