The production of whey protein powder has been surging in the region in the past few years and is expected to continue in the same way in the forecast period. The demand for dairy alternatives has increased among the lactose intolerant adults in the European region. 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. Following the driving trends, the production of whey powder is expected to cross 2 million tons in the European Union in the forecast period.

Growing demand from the health, performance and sports industry has led to significant growth of the whey protein-based product market. At the same time, food-processing industries are using whey protein for the manufacturing of health drinks. In Italy, the growing middle-class population and economic growth have led to an increase in the consumption rate of health drinks. Awareness among the mass to be fit and remain in shape, along with enhancing the body immunity, has lead to significant growth in demand for whey protein in urban areas. This increase in the number of muscle and fitness enthusiasts has prompted a growing consumer demand for protein sports beverages, specialized nutritional drinks, nutritional snack bars, and other products, which are designed to optimize athletic performance.