Whey Offers Food Distributors New Market

According to a study commissioned by the performance and nutrition company Volac, whey proteins could offer food distributors a new and very lucrative market.

Nearly a quarter of the 1,000 consumers polled reported that they would be interested in a product containing whey that would be consumed after exercise in order to aid the recovery of stressed muscles.

Whey protein offers fitness buffs a variety of useful tools that aid in the development of a healthy body. It enhances rehydration and helps the body to build new muscle tissue. It also offers consumers protein, and a naturally high level of amino acids.

In short, whey is a major potential lynchpin between fitness nutrition and food distribution.

Manufacturers and distributors interested in capitalizing on the popularity of this product can do so in a variety of ways. It can be offered as a whey powder supplement, or added to foods that appeal to health conscious consumers, such as protein bars.

The study itself revealed the potential market for whey added to fitness drinks, which could provide a new competitor to electrolyte loaded beverages like Gatorade.

One caveat to the study was the need for education on the many benefits of whey, insinuating that those food distributors who want to capitalize on whey proteins should also make clear the benefits of whey when they advertise their product.