In 2014, more than 90% of Americans gave some thought to the healthfulness of foods and beverages they consume. This increased emphasis on health and wellness is driving consumers to seek out beverages that have ingredients with true nutritional value.
Usage of dairy proteins — including whey protein, whey protein concentrate (WPC), whey protein isolate (WPI) and milk protein isolate (MPI) — has grown the most among all proteins because of their advantages in functionality, flavor and nutrition. Whey protein, WPC, WPI and MPI all were included in more new product launches in 2014 than in 2013.