Europe Whey Protein Concentrate Market Size Analysis - Market Share, Forecast Trends and Outlook Report (2024-2032)

Europe Whey Protein Concentrate Market Growth

Growing health concerns, especially due to the increasing ageing population are a key driver for the growth of the Europe whey protein concentrate market. As per industry reports, one-fifth or 21.3% of the region’s population as of January 2023 was aged above 65 years. Moreover, the median age population reached 44.5 years during this period. As the population continues to age, individuals will become more conscious of their nutritional needs, particularly regarding protein intake, which is crucial for maintaining muscle mass and overall health. This demographic shift is expected to lead to a greater demand for high-quality protein sources like whey, known for its rich amino acid profile and digestibility.

Additionally, rising disposable income is also contributing to whey protein concentrate demand growth, as an increase in the income levels allows people to spend more on premium health and fitness supplements including whey protein. This trend is particularly evident among fitness enthusiasts and health-conscious individuals who prioritise quality nutrition in their diets. In 2022, the median disposable income per inhabitant in the EU was 18,706 PPS, a 20% increase in real terms in more than a decade. With rapid urbanisation and employment, these values are expected to rise further, propelling the growth of the market.

Key Trends and Recent Developments

Europe Whey Protein Concentrate Market Trends

Collaboration with Fitness Influencers is Becoming a Major Market Trend

Collaboration with fitness influencers has emerged as a significant trend in the Europe whey protein concentrate market, driven by the growing popularity of authentic and expert endorsement in health and wellness products. Influencers, often seen as relatable figures in the fitness community, leverage their platforms to share personal testimonials, workout routines, and nutrition tips, bridging the gap between brands and consumers. For instance, Semion Panda, a well-known fitness influencer in the United Kingdom, has endorsed whey protein concentrate brands such as Myprotein, MuscleTech, and Gymshark. Such partnerships not only enhance brand visibility but also foster trust, as followers are more likely to purchase products recommended by influencers they admire.

Europe Whey Protein Concentrate Industry Segmentation

Europe Whey Protein Concentrate Market Share

Conventional Whey Protein Concentrate Consumption in Europe is Rising Due to the Popularity of Functional Foods and Beverages

According to the Europe whey protein concentrate market analysis, the market is led by the demand for functional foods and beverages that provide health benefits beyond basic nutrition. As per the government reports, the functional food market in the United Kingdom was valued at EUR 209.6 billion in 2021, with a projected compound annual growth rate of 9.5% between 2021 and 2028. As more individuals seek convenient ways to enhance their diets with high-quality protein sources for muscle recovery, weight management, and overall wellness, whey protein concentrate is expected to become a staple ingredient in a variety of products, from smoothies to snack bars, appealing to health-conscious consumers.

Furthermore, organic whey protein concentrate products are gaining traction in Europe, due to changing food consumption patterns, health concerns and the preference for plant-based food sources. These are free from harmful additives and are 100% naturally sourced, which increases their efficiency as a health or dietary supplement. Major brands, recognising the rising demand, are entering the market, aiming for future growth and stability. For instance, in February 2024, Swiss multinational Nestlé SA released its first precision fermentation dairy protein powder, an animal-free and lactose-free whey concentrate product, named Better Whey under the Orgain brand.

Affordability of WPC- 30% to 50% Concentrates is Propelling the Europe Whey Protein Concentrate Market Growth

According to the Europe whey protein concentrate market report, the Whey Protein Concentrate (WPC) segment, which contains 30% to 50% protein, leads the market in Europe. This growth is primarily driven by the rising demand for affordable, functional protein supplements among health-conscious consumers. These products are considered a cost-effective alternative to higher-protein formulations, providing a balance of price and functionality, and are hence a popular choice among manufacturers, especially for use in various food and beverage formulations, such as smoothies, snacks, and ready-to-drink beverages.

Furthermore, the demand for Whey Protein Concentrate (WPC) with 50% to 80% protein content is being driven by the growing popularity of high-protein diets and the increased awareness of WPC’s benefits in supporting lean muscle development, athletic performance, and recovery. This higher concentration range is particularly favoured in sports nutrition and specialised dietary supplements, where consumers seek products with higher protein levels to meet their rigorous fitness goals.

By End Use, Dietary Supplements are Leading the Whey Protein Concentrate Market in Europe

Whey protein concentrate is commonly used in dietary supplements, primarily because of its high amino acid content and quick digestibility, which play a key role in supporting muscle recovery and growth. This has significantly contributed to the growth of the Europe whey protein concentrate market. Derived from milk during the cheese-making process, it plays a crucial role in stimulating muscle protein synthesis. As a result, athletes, fitness enthusiasts, and individuals looking to improve their overall health often incorporate whey proteins into their diets. Additionally, products such as Nutri Whey ProHeat, a microparticulated, heat-stable protein ingredient launched by FrieslandCampina Ingredients in 2023, have also found their use in the medical nutrition market.

Besides, whey protein concentrate demand growth is also being witnessed in the preparation of infant formulas, as a suitable alternative to breast milk in composition when compared to other protein sources like casein. Their essential amino acids and bioactive components support infant growth and immune system development while their faster digestion rate ensures that infants efficiently absorb nutrients, reducing the likelihood of gastrointestinal discomfort. Taping into the market potential of this industry, the EU-approved whey protein concentrates hydrosylate, Hyvital Whey HA 300, an infant formula developed by FrieslandCampina Ingredients, to be used across the region in October 2024.

Rising Online Sales is Impacting the Europe Whey Protein Concentrate Market Revenue

The online sales of whey protein concentrate products are being driven by the expansion of the e-commerce industry and rising internet penetration in Europe. Online purchases were preferred by consumers due to benefits such as doorstep delivery, easy and hassle-free return/exchange policies, and frequent discounts as well as free-of-cost deliveries frequently offered by dealers.

However, offline sales of the product remain strong, owing to the growth of Europe’s retail industry. According to the European Commission, the retail sector is the largest industrial ecosystem in Europe, accounting for 11.5% of the EU’s total value added. The ecosystem comprises 5.5 million companies, with 99% of them being small and medium-sized enterprises (SMEs).

Europe Whey Protein Concentrate Market Regional Analysis

The retail food and beverages market is driving the whey protein concentrate demand in the United Kingdom and Germany. According to the UK government, the country produced and exported food products in 2023, with a total turnover of approximately EUR 143 billion. Of this, EUR 24 billion was recorded as the export turnover from trade with over 220 countries. The rising investment in the sector, recorded at EUR 3.2 billion during the period, is further increasing the growth potential, which is expected to have a positive long-term impact on the Europe whey protein concentrate market.

Similarly, reports suggest that Germany also accounts for one of the largest food and beverage processing markets in Europe. In 2022, the country produced an estimated EUR 218.5 billion worth of processed food and drinks, marking a 17% increase from 2021. Furthermore, on an average, 35% of the products were exported across Europe and Asia, generating a significant turnover for the industry.

Competitive Landscape

The Europe whey protein concentrate market key players are expanding their scope across various industries to increase market value. Besides, they are also investing in research and development of new production processes to enhance market productivity and ensure long-term sustainability.

Arla Foods amba

Established in the 1880s and headquartered in Denmark, Arla Foods, the fifth-largest dairy company globally in the world, is a cooperative owned by more than 12,500 dairy farmers across seven European countries. It is known for developing quality dairy products with 100% natural ingredients via sustainable and environmentally friendly processes.

Royal FrieslandCampina N.V.

Established in 1871 in Amersfoort, Friesland Campina is an international dairy cooperative owned by farmers in...

Kerry Group Plc

Headquartered in Connecticut, United States, Kerry Group Plc operates in multiple domains which includes devel...

Glanbia Plc

Founded in 1997 and headquartered in Ireland, Glanbia is a globally known nutrition company that operates thro...

*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*

Other key players considered in the Europe whey protein concentrate market report are Volac International Ltd., Lactoprot Deutschland GmbH, RealFoodSource Ltd., KBF Enterprises Ltd., Torq Ltd., and NATURALTEIN LNG International GmbH, among others.