Market Trends of Italy Whey Protein Industry
Growing consumer preference of high protein diet
- Fitness has become ingrained in Italy's culture, steadily gaining ground as a means to achieve enhanced physical well-being and overall health. Notably, the consumption of protein-rich diets has experienced a significant upsurge over the years, mirroring the growing health consciousness among Italians.
- With the busy lifestyle, consumers can not consume a nutritionally rich diet on a daily basis, which has prompted the consumer to seek nutrients from packed food products. Hence, food manufacturers fortify food products with nutritious ingredients such as whey protein. Therefore, 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.
- 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. Sport has become a component of an active, healthy lifestyle sought after by many consumers. This active way of life has an effect on the explosion in the use of gyms and the consumption of sports nutrition products.
- Moreover, growing demand from the health, performance, and sports industries has led to significant growth in the whey protein-based product market. Moreover, it is observed that the Italians are spending more on Supplements than other European nations. As per a Mediobanca study in 2020, in Italy, food supplements expenditure per capita was valued at EUR 63.6 (USD 75.048). At the same time, food-processing industries are using whey protein for manufacturing 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 masses to be fit and remain in shape, along with enhancing the body's immunity, has led 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 that are designed to optimize athletic performance.
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Whey Protein Concentrate hold major share.
- The whey protein concentrate segment dominated the Italian market owing to its increasing application in various industries. Whey Protein Concentrate is a low-cost alternative for blending caramel with superior flavor and processability. It is employed in a variety of applications, such as the manufacturing of yogurt, beverages, and dairy desserts.
- Moreover, these concentrates are used to fortify infant nutrition and food products with protein. Demand for high-quality and premium whey protein ingredients, such as whey protein hydrolysates (WPH), whey protein isolate (WPI), and WPC80, are growing at a significant pace due to their application in nutrition sectors, such as clinical nutrition and sports food, among others.
- The whey protein concentrate segment held a significant share during the forecasted period owing to favorable regulatory support, such as from the Food and Drug Administration, for these proteins to be employed in a wide range of food applications, which is expected to drive the segment in the coming years.
- Also, with the growing focus on overall health and consumers' interest in 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. Owing to the above factors, the whey protein concentrates segment witnessed growth in the market studied.
