Today’s consumers are increasingly health conscious, seeking products that support their active lifestyles and provide substantial nutritional benefits. Whey protein and other dry dairy products are at the forefront of this shift.

Known for their high protein content, these products cater to a broad demographic that spans fitness enthusiasts, busy professionals and individuals looking to enhance their daily nutrition.

The rise of dry dairy products has spurred innovation in the food and beverage industry. Whey protein is no longer confined to simple protein shakes and powders. It is now a key ingredient in a variety of consumer products, from snack bars and baked goods to ready-to-drink beverages, on-the-go yogurt and even savory snacks.

Product versatility

Hilmar, a forward-thinking cheese manufacturer and whey ingredients supplier, produces a wide range of nutritious and functional high whey proteins and lactose for companies around the world.

“Our customers include prominent retail brands, private label and start-ups who develop and sell their products in the sports and performance nutrition market for protein powders and bars, early life nutrition market for infant formula, and healthy living market for snacks and supplements,” said Marina Crocker, senior director of product category and marketing. “The source of our whey comes from our large-scale cheese manufacturing operations that provide the freshest, highest quality whey stream. Our highly valuable proteins, including isolates, hydrolysates and distinct protein fractions, can be found in a variety of consumer products.”

The company not only provides ingredients found in infant formula, sports nutrition powders, bars and beverages, but also foods for general nutrition, such as bakery products, confectionery, salad dressing and yogurt.

Recently, TAHA, a functional dairy-based protein and nutrition brand, announced its entrance into the US market. TAHA now provides US consumers with nutritional supplements that are certified net carbon zero and made with clinically researched functional ingredients.

TAHA’s flagship products include Whey Protein Concentrate, Whey Protein Isolate, Body & Mind Protein Blend, and Colostrum. The Whey Protein Concentrate and Whey Protein Isolate are available in chocolate, vanilla, berry, mocha and natural flavors. The Body & Mind Protein Blend comes in German chocolate, Madagascan vanilla and natural. TAHA’s protein products are formulated to cater to individuals of all lifestyles looking to add a dose of protein to their daily routines. TAHA offers products that combine ingredients for both mind and body support, such as Nutiani milk phospholipids for cognitive health, VERISOL collagen for skin, hair, and nails, and high purity dairy proteins for muscle health.

Photo: TAHA Health & Nutrition

Shake and take

As emerging markets continue to grow and evolve, there are opportunities for companies to expand their presence in regions where there’s an increasing demand for dairy and dairy-based products.

Premier Protein, a brand of Premier Nutrition Company (PNC), is a well-known global company that manufactures protein shakes, powders and nutritional bars. Premier Protein is sold in more than 20 countries and is known for its flavor innovation. Among the company’s whey powder protein products are Chocolate Milkshake, Vanilla Milkshake and Cafe Latte.

One of the company’s more recent innovations includes Cozy Cocoa Good Night Protein Hot Cocoa Mix which contains 11 vitamins and minerals including magnesium and zinc, which can help provide a calming effect for the body. The powder is mixed with cold or room temperature water, then warm mixture in a heat-safe container.

Yogoody, founded by Anabela Ferreira in 2022, is an innovative wellness brand headquartered in Oporto, Portugal. The company emerged from a desire to provide a nutritious and convenient alternative to traditional yogurt, aligning with modern lifestyles that demand both health and ease of preparation.

Yogoody’s flagship product line, 1.2.3.YOG, offers a versatile range of yogurt alternatives available in powdered form. These products are designed for convenience and can be easily prepared by mixing with water, making them ideal for on-the-go consumption.

Yogoody products stand out for their combination of health benefits and convenience. They are enriched with probiotics, calcium and essential vitamins, providing a nutritious supplement to daily diets. The powdered format ensures long shelf life and portability, eliminating the need for refrigeration. This makes Yogoody’s products particularly appealing to busy professionals, travelers and fitness enthusiasts.

Despite having similar qualities, Yogoody can’t be classified as liquid yogurt, due to legislation in some countries which dictates that yogurt can only be sold in the liquid or solid form, which does not include powders.

Voyager Milk also recently introduced Toddler Milk, a dry mix that comes in convenient stick packs for on-the-go consumption. The milk comes from grass-fed California cows and the mixes are fortified with calcium and vitamin D. No refrigeration is required until mixed with water.

Photo: Yogoody

Current market landscape

In recent years, the market for dry dairy products, particularly whey protein, has experienced significant growth. This trend is driven by evolving consumer preferences and a deeper understanding of the nutritional benefits associated with these products.

While the traditional dairy industry continues to thrive, the rapidly growing sector of dry dairy consumer goods offers compelling opportunities, especially in the realms of health, wellness and convenience.

Because most dry mixes are designed for convenience, these products are always desired by consumers.

“When it comes to permeate (dairy product solids) use in this category, hot cocoa mixes are the primary application,” said KJ Burrington, vice president of technical development, American Dairy Products Institute (ADPI).

A recent search within the Innova Market Insights database showcased over 750 new dry mix products that have launched in the US over the past two years containing dry dairy ingredients, according to Burrington.

Nonfat dry milk occasionally will appear in some unexpected products such as flavored instant oatmeal.

“This is especially true for products that contain flavors like lemon crème or strawberries and cream, which also contains dried cream,” Burrington said.

One new gluten free cake mix brand contains whey protein concentrate, which Burrington said provides some crumb structure and helps maintain moisture.

“Gluten-free is probably the most common ‘free-from’ statement in this category,” Burrington said. “Dairy ingredients can fill a gap if a developer is concerned about the loss of protein by removing wheat (gluten).”

When it comes to functionality and performance, dry mixes will always be concerned with the density, flowability, hygroscopicity and wettability of ingredients.

“Consumers will want the mix to wet easily and not lump in the bag or during mixing,” she said. “From a nutritional standpoint, it depends on the product you are developing, but milk and whey ingredients are nutrient dense, and they typically have the functionality and clean flavor that can also contribute to a clean label.”

Growth potential

When it comes to understanding consumer preferences for dry dairy and whey products, Burrington said some consumers have clear preferences and consider products that contain dairy ingredients to be clean label, and more wholesome or healthy.

“For many consumers dairy has a positive appeal,” she said.

Burrington also observed sustainability will become more important to consumers.

“I think we need to be prepared to respond to that when we are promoting dairy ingredients to food product developers,” she said.

The rise of dry dairy products, especially whey protein, represents a dynamic shift in the food and beverage industry. As consumers continue to prioritize health, wellness and convenience, the opportunities for innovative whey protein consumer goods are vast.

In terms of future category growth, Burrington thinks products for healthy aging are needed and dry mix products can help fill that gap.

“Providing a nutrient dense, high protein, and easy to make product will be important,” she said. “The dairy ingredient industry is always customizing its products to fit different food applications. We continue to discover new health benefits associated with ingredients made from milk and whey. One of the exciting ingredient categories contains milkfat globule membrane, which is already being used in infant formula for brain development and could also be used in healthy aging products for cognitive health.”

For products that could benefit from sodium reduction, such as seasoning blends for sauces, ready meals and bakery mixes, the use of permeate remains untapped.

“There has been application development and research focused on the use of permeate to reduce sodium since 2000,” Burrington said. “Though the focus on reducing sodium in foods has diminished since it peaked in 2010, many populations have been encouraged to reduce their sodium intake based on concerns over hypertension.”