Clear Whey market is on the rise

Europe Sees 159% Spike in Protein Drink Sales in 2024

Clear Whey Drinks Vs. Classic Protein Shakes - what's the difference?

Clear whey drinks represent a new generation of protein beverages that, depending on the flavours used, offer a light, fruity, and refreshing alternative to traditional milk-based protein shakes. Typically made from whey protein isolate, clear whey is processed to remove most fats, lactose, and cloudiness, resulting in a transparent, juice-like drink rather than a creamy, milky shake.

Unlike classic ready-to-drink (RTD) protein shakes, which are often thick, dessert-like, and dairy-based, clear whey drinks are low in sugar, usually fat-free, and easier to digest. They’re especially popular among fitness enthusiasts seeking a light, post-workout protein boost without the heaviness of dairy.

Functional and convenient

In 2021, the global functional foods and beverages market was valued at 281.14 billion USD, with projections indicating a compound annual growth rate (CAGR) of approximately 9.5% between 2021 and 2028.

Unsurprisingly, there is growing demand for beverages that offer functional benefits such as hydration, muscle recovery, and satiety, particularly among health-conscious and physically active consumers. Clear whey drinks, which are easy to consume and typically low in fat and calories, are marketed as convenient options for pre- or post-exercise use.

Although these drinks are currently more common in Asian markets, there is significant growth potential in Western markets. Demand is being driven by rising interest in protein intake, functional benefits, flavour variety, product transparency, and sustainability. Western consumers are actively seeking high-protein beverages, and dairy brands are responding by developing protein-rich options to appeal to a broad range of demographics, including fitness enthusiasts and individuals using weight-loss medications. With their high protein content and light, refreshing taste, clear whey drinks are well-positioned to meet this demand.

Consumers are also increasingly using diet as a tool to improve both short- and long-term health. There is a growing shift toward more comprehensive macronutrient claims, with brands now expected to highlight not only protein but also added benefits like prebiotics, probiotics, electrolytes, and carbohydrates. Functional drinks are evolving beyond traditional claims related to muscle recovery and energy to address broader wellness goals—including blood sugar management, hormone health, gut health, mental wellbeing, and optimal hydration.

Of European consumers try to actively eat healthy.

The global functional food and beverage market is predicted to grow at a compound annual growth rate of about 9.5 percent between 2021 and 2028

Of US consumers agree that food and drink nutrition claims offset the negative effects of processing.

Of Dutch consumers have a positive view of protein-enriched products available in the Netherlands.

Food Manufacture I Europeran clear protein market growth

Mintel I The future of Dairy and Non-Dairy 2025

Mintel I The future of nutrition, health and wellness 2025

Statista I Consumers’ attitudes towards food in the European Union 27 in 2023

Statista I Health and wellness food trends in Europe – statistics and facts

Statista I Functional food and beverages global market size

EU Commission I EU Health Claims Register

NIQ I Unveiling beverage trends 2024

Statista I Customer appreciation of protein enriched products Netherlands

FI Global I Consumer trends in the protein market

Protein a top revenue driver

The European Commission has authorised several health claims related to protein, including the well-known statement: “Protein contributes to a growth in muscle mass.” These claims reflect the growing consumer interest in protein’s role in health and wellness. In the United States, data from 2023 shows that muscle health and protein-related claims generated a combined revenue of 3.6 billion USD, highlighting the strong market impact of protein positioning.

Protein-enriched launches from High protein Babybel Cheese to Kellogg’s protein-spiked cereal bites, the interest in protein-rich products continues to rise worldwide. Unlike other health trends that may come and go, the preference for high-protein options has become a part of everyday consumer attitudes and behaviors. For instance, Statista’s consumer research indicates that 51% of Dutch consumers have a positive view of protein-enriched products available in the Netherlands.

Different protein types

Whey Protein

Whey protein is a high-quality protein derived from milk during the cheese-making process. When milk is curdled to make cheese, the liquid portion that separates from the solid curds is called whey. This liquid contains a rich profile of essential amino acids, making it a complete protein source.

Whey Isolate

Whey protein isolate is a refined version of whey protein, created through a filtration process that removes most of the fats and carbohydrates, leaving behind a higher concentration of protein, typically around 90% or more. This makes it an ideal choice for those seeking a pure, low-calorie protein source without the extra sugars and fats found in standard whey protein concentrate.

Hydrolized Whey

Hydrolyzed whey protein is increasingly regarded as a premium protein option due to its advanced processing method. During hydrolysis, the protein is broken down into smaller peptides, making it easier for the body to absorb and digest. This leads to a faster absorption rate, which is ideal for post-workout recovery and muscle repair. In addition to its quick digestibility, hydrolyzed whey protein often contains fewer calories than regular whey protein, as the processing helps reduce its fat and carbohydrate content.

Pea protein

Pea protein is becoming a popular ingredient in commercial plant-based protein powders due to its high protein content, neutral flavour, and versatility. Primarily derived from yellow split peas, pea protein provides an abundant source of essential amino acids, particularly branched-chain amino acids (BCAAs).

Wolffia

Wolffia, commonly known as water lentil or duckweed, is one of the smallest flowering plants in the world and is gaining recognition in the field of plant-based nutrition. This unique plant is naturally rich in protein, essential amino acids, and key micronutrients such as vitamin B12 and iron. Notably, Wolffia offers a complete protein profile—an uncommon trait among plant-based sources.

Trending flavours in Sports and Energy Drinks

Over the past five years, fruit flavours have become increasingly popular in sports and energy drinks across Latin America, emerging as the dominant flavour group. However, citrus fruit flavours have declined during the same period, while berry and seed-based flavours have gained prominence in new product launches. Fruit flavours have been the primary driver of flavour innovation in both sports and energy drinks over the past year, with a stronger foothold in the sports drink category.