Latest Science-Based Messages for Whey Protein

Global Dairy Platform has been coordinating research into new marketing opportunities to capitalise on the benefits of whey protein. The project, led by Professor Dr. Gertjan Schaafsma, is seeking the most marketable scientific messages for whey protein. The positive messages – which are all backed by published scientific papers – are based on the strong essential amino acid content of whey and the availability of those amino acids. GDP has now identified a shortlist of six clear benefits.

It’s important to recognise that in most healthy people, the same essential amino acids are already taken in from a variety of sources, including other animal products and plants; whey is not significantly different from other sources in this sense.

However, the benefits emerge when considering certain groups who find it hard to take in enough essential amino acids through their existing diets – either because they have a particularly high requirement or because their diet is limiting.

So potential marketing opportunities exist not so much for the mass population, but more in niche groups such as professional and keen amateur sportspeople engaged in endurance sports, those with illness or disease, and people with restricted food intakes. These may include young children and the elderly, dieters, vegetarians or those with food allergies, and populations in under-developed parts of the world.

The next phase of the project is to narrow these messages to the one or two that members see as holding most market potential and examine how these can be developed further.

GDP will be in touch shortly with the marketing and new product development teams within each member organisation to gauge where the most interest lies.

As a start, here is the shortlist of messages:

Whey is an excellent high quality protein.
Whey protein is a protein of excellent quality that out-scores plant protein – even soy – on digestibility, availability and essential amino acid content.

Whey protein protects muscle.
The amino acid content of whey protein makes it an excellent ingredient for people at risk of losing muscle mass.

Whey protein promotes health and disease resistance in the gut.
Whey protein improves gut health by providing a highly-digestible way of promoting physical and biological barriers to intestinal disease – which plant proteins are less able to achieve.

Whey protein improves the body’s anti-oxidant capacity.
Whey protein can help the body reduce the ‘oxidation’ reactions that can damage tissue by forming the two powerful antioxidants glutathione and taurine.

Whey protein supports the immune system.
Whey protein can help improve the function and strength of the immune system, thanks to its amino acid profile.

Whey protein helps weight management.
Whey protein has the potential to reduce body fat or maintain lower weights by ‘switching off’ appetite after eating.