The health and wellness movement is far from a trend — it’s been a mainstay for decades. Consumers want wholesome, clean-label ingredients they can pronounce that taste great and are at a price point they can afford. 

So, what’s changing? 

The International Food Information Council conducted a 2024 survey of U.S. consumers where 71% said they want to increase their protein intake, up significantly from the previous two years. Where consumers get their desired protein varies widely. On-the-go consumers increasingly reach for protein-packed bars, snacks, beverages and even desserts. 

The types of protein used in these applications vary, too. 

Whey Protein Dominates the Protein Market

By far, whey protein has been and continues to be the dominant ingredient in protein bars and beverage formulations because it offers superior protein quality and flavor. Whey is also preferred by consumers, according to market share data showing the whey protein market growing at a faster pace than plant-based proteins.

• Global Whey Protein Market Size: Projected to grow from $12.64 billion in 2024 to $22.63 billion by 2032 (7.5% CAGR)
• Global Plant-Based Protein Market Size: Projected to grow from $6.26 billion in 2024 to $10.17 billion by 2032 (6.24% CAGR)

Alternative protein makers often promote their products as healthier and more sustainable than traditional whey protein ingredients. And millions of marketing dollars are spent to convince consumers of those claims. Shoppers are intrigued by the idea of plant protein and plant protein crisps, but the undesirable flavors and inferior protein quality have been disappointing for many. 

Whey protein not only boasts cleaner flavors and more protein per serving, but the quality of that protein is far superior, containing all the essential amino acids the body needs. It is also absorbed quickly by the body and is more bioavailable than other protein sources.

Sustainability Claims

But what about sustainability? It's a widely held belief that plant-based proteins are more earth-friendly than whey proteins. However, analysts recently reported that many plant-based food companies lack transparency about their emissions, making it difficult to determine whether their products are more sustainable after all. 

Additionally, research continues to be conducted about how environmental impact is measured. There may be better methodologies to incorporate protein quality and quantity using the digestible indispensable amino acid score (DIAAS) when making comparisons using Life Cycle Assessment data. Some of these new measurement techniques provide mechanisms to identify foods that offer a balance between the true value of their protein and environmental impacts.

Whey protein, on the other hand, is an upcycled ingredient derived from the cheesemaking process that is natural and clean label when produced properly, and it is familiar and trusted by consumers. 

A Closer Look at Whey Protein Production Facilities

Some food producers are returning to traditional, real ingredients that are more accessible, functional, budget-friendly and, most importantly, better tasting. Whey protein delivers on all counts, but like any supplier, food manufacturers need to vet whey protein producers to ensure their claims stand up to scrutiny.

“Not all whey protein manufacturers are the same,” said Stephanie Miller, Senior Marketing Manager at Grande Custom Ingredients Group. “Some use chemicals and bleaching methods in their production process, negating any natural claims. Others source their raw milk from unvetted farms across the country that might not uphold quality standards, sustainable farming practices or ethical treatment of animals. Following a company’s chain of custody will reveal how serious they are about their own clean-label and sustainability claims.”

Miller says that Grande Custom Ingredients Group is a rarity among whey protein producers, sourcing their milk from dedicated dairy farms in the heart of the Midwest that must pass routine testing and produce milk to a higher standard than Grade A milk. “We have complete control of the production process,” said Miller, “from milk collection right through to shipping, ensuring a readily available, price-stable and reliable supply chain.”

More Than One Type of Whey Protein 

Arguably, the mention of whey protein brings to mind tubs filled with protein powder. But food formulators leverage multiple forms of whey protein to boost nutrition, taste and texture. Grande Custom Ingredients Group developed three innovative functional whey proteins that deliver unique benefits. 

Grande Ultra^® Whey Protein Isolate (WPI)

Unlike other WPIs, Grande Ultra stands out for its high protein levels and clean flavor. Its impressive functionality minimizes turbidity in clear protein beverages, a market expected to grow at a CAGR of 5.9% from 2024 to 2030 in the U.S. 

• Superior clarity and stability in RTD beverages
• 90% minimum protein content
• Clean, neutral flavor

Grande WPCrisp^® Whey Protein Crisps

Grande WPCrisp delivers a light crispy texture in protein bars and snacks — not too hard or too soft. With its neutral flavor profile, it is a great complement to the primary ingredients of a formulation.

• Up to 70% protein content
• Appealing color and texture
• Available in cocoa flavor

Grande Primo^TM G60 Dried Greek Nonfat Yogurt

Whether used as a coating in snacks and bars or as a base for smoothies, dips or desserts, Grande Primo replaces fresh or frozen yogurt to deliver the signature Greek yogurt flavor that consumers love.

• 60% protein content
• Authentic, tart, robust yogurt flavor

Eight in 10 (79%) Americans want healthier snacks with a growing preference for protein-rich foods. Grande Custom Ingredients Group is a leader in providing wholesome whey protein ingredients that can elevate formulations and consumer appeal. The food scientists and R&D team at Grande eagerly collaborate with formulators to ensure success.

To learn more and review the complete portfolio, visit Grande Custom Ingredients Group website.