Products, Proteins, and Consumers:
How Whey is Answering the Call
Vikki Nicholson
Sr. Vice President, Global Marketing
U.S. Dairy Export Council
• Global consumer trends
• Messaging insights
• Product innovations
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The World is Living Longer & Aging ….
… And Getting Younger
• Half of the global population is under age 30.
• Leading regions are Middle East, Latin America, and Asia
Pacific with ½ to 2/3 under 30
Source: Euromonitor, 2013
Rising Youth, Senior Populations
Youth Explosion
• Dairy deficit China and SE Asia hungry for
infant/toddler formulas
• MENA’s youth market ripe for great tasting
products high in protein to address growing
obesity issue (e.g. dairy protein beverages)
• High content and quality protein F&B
solutions needed to address dietary
needs of aging populations
–
–
–
–
Japan highest share
China biggest number
Korea among fastest growing
U.S. significant senior population
Rapidly Graying Societies
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Emerging middle class – Not just in BRICs
24 countries and 2 billion people
spending $6.9 trillion annually
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Source: McKinsey Emerging middle class defined as yearly income of $13,500-$113,000 (PPP basis)
Protein Recognized as Important in
Daily Diet, Especially in Asia
Multi-Market: Consumer Rankings
of Importance in the Daily Diet
Vitamins
China
India
Japan
Korea
Brazil
U.S.
Indonesia
Mexico
38%
Protein
18%
Minerals
15%
Dietary fiber
9%
Omega 3s
8%
Antioxidants
6%
Probiotics
2%
Folic Acid
2%
0%
10%
20%
Consumer Rankings of Protein
Importance in Key Markets
30%
40%
28%
26%
25%
23%
21%
21%
19%
16%
0%
10%
20%
Source: Ipsos Marketing, 2010; 18,829 consumers across 24 countries
30%
U.S. Consumer Perceived Benefits
• Consumers associate protein with building and maintaining
muscle and providing energy throughout the day, though not
to the degree established in the previous research.
• Whey protein benefits regarding overall muscle composition
remain the most believable.
Helps build and maintain muscle
Helps prevent muscle loss during aging
Helps increase lean muscle mass
Helps muscles recover more completely after
exercise
• There is favorable association with whey protein and Helping
to give you energy throughout the day, as well.
Source: USDEC Whey Protein Consumer Tracker. 2011
Additional efforts are needed to communicate and
reinforce the messages and benefits of whey protein
Perceived Benefits – Comparison of Different Terminologies
Whey
Protein
Milk Protein
Concentrate
Protein Found
Naturally In Milk
Protein
Helps build & maintain muscle
52%
46%
53%
69%
Helps increase lean muscle mass
47%
42%
45%
58%
Helps give you energy throughout the day
46%
42%
46%
64%
Helps prevent muscle loss during aging
45%
38%
45%
54%
Helps muscles recover more completely after exercise
43%
37%
40%
57%
Helps maintain healthy bones & joints
43%
44%
58%
51%
Helps keep you from feeling hungry between meals
40%
32%
40%
49%
Helps you stay active as you get older
38%
35%
42%
50%
Helps prevent bone loss during aging
35%
39%
52%
36%
Helps you burn fat & lose weight
34%
30%
29%
41%
Helps to reduce cholesterol
31%
32%
29%
20%
Helps improve digestive health
28%
26%
30%
28%
Promotes fat loss around your waist
27%
24%
24%
26%
Helps improve brain function
27%
27%
31%
43%
Helps improve the responsiveness of immune system
25%
25%
28%
35%
Helps manage & possibly prevent onset of diabetes
19%
18%
22%
24%
Helps to reduce inflammation
17%
18%
19%
19%
Perceived Benefits - Total 2011
Source: USDEC Whey Protein Consumer Tracker. 2011
U.S. Consumer Attitudes Toward Whey Protein
% Indicated
(Top two box on 7-1 Agree Scale)
Attitudes Toward Whey Protein (% Agree)
I like the fact whey protein comes from milk
Whey protein is one of the highest quality proteins
Adding whey protein to everyday foods is a great way to
boost nutritional value*
49% b
48%
49%
49%
18%
16%
18% a
I've seen advertising for whey protein
15%
18% A
I look for whey protein in the foods I eat
14%
17% Ab
Whey protein is just for bodybuilders (or athletes)
11%
10%
Total 2011 (A)
43%
n/a
41% Av
20% a
The word “whey" sounds like something I'd like to
eat/appealing
Whey protein is less nutritious than other kinds of
protein*
49%
34% A
30%
Whey protein can be considered an allergen
It is worth paying more for whey protein
50%
51%
15% A
19%
14%
19%
13%
n/a
12% A
14% A
Total 2011 – 18-54 (V)
Total 2008 – 18-54 (B)
Table 61; Q36 Below is a list of statements relating to whey proteins. Please rate each statement based on how much you agree
or disagree with that statement.; Base = Total (449-684, 319-460, 312-461) Uppercase letters indicate significance at 95%
Confidence Level, lowercase at 90% Confidence Level; columns tested ABV Top two box ratings on a 7 point scale, where 7 =
“Agree completely” and 1 = “Disagree completely”* New in 2011
U.S. Health Professionals’ Perceptions of Whey Protein
From your perspective, how important
is it to achieve a certain daily protein
intake?
1%
0%
extremely important
11%
somewhat important
slightly important
not at all important
Which of the following do you consider to be
a high-quality protein?
0%
Source: DMI HP Whey Protein Awareness & Knowledge Tracker 2012
* Percentages reflect total sample
12%
18%
41%
51%
20%
53%
40%
64%
60%
70%
80%
78%
100%
79%
45%
83%
43%
very important
Strong Global Growth in Categories Utilizing Dairy
• Health and wellness largest category size; emerging
market demand driving growth in key categories for dairy
WORLDWIDE RETAIL SALES SNAPSHOT BY KEY CATEGORIES
2010
Sales Value
(US$ mn)
2015F
Sales Value
(US$ mn)
2005-2010
Actual
CAGR (%)
2010-2015
Projected CAGR
(%)
Health & Wellness
- Sports Nutrition
601,361
4,980
772,023
6,575
6.9%
5.6%
5.1%
5.7%
Baked Goods/Biscuits
393,324
454,813
5.1%
2.9%
Chocolate Confectionery
94,870
121,822
6.0%
5.1%
Ice Cream
73,820
90,768
5.4%
4.2%
Yogurt
65,153
83,928
7.9%
5.2%
Baby Formula
25,150
39,102
10.6%
9.2%
Condensed/Evap. Milk
6,460
7,677
5.8%
3.5%
Energy/Nutrition Bars
2,526
3,011
5.0%
3.6%
Source: Euromonitor
Converting Trends to Opportunities
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The protein effect = satiety > weight management
Kellogg’s Special K - Special K Protein
Plus series combines 10 grams of protein
and up to 5 grams of fiber. Special K2O
Protein Water Mix contains 5g protein
and 5g fiber is an example of ‘portable’
protein
Quaker Weight Control
Instant Oatmeal contains7g
WPI per serving.
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Mainstream Blurs the Line Between Snacking
and Sports Energy
• Coca-Cola Co signed a deal with Fair Oaks Farms
Brands to distribute the Core Power high-protein
energy drinks in the United States.
• A cold filtration process maintains 20 percent
whey and 80 percent casein ratio that is naturally
found in milk.
• Available in 26g and 20g protein versions and in
11.5 ounce bottles.
United States: Core Power 26g
Protein Chocolate. Chocolate flavored
milk shake with natural high protein
content, in a 340ml bottle.
Source: Innova Database:
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Fusion of dairy with other categories
United States: Latte is a synonym for
indulgence. Bolthouse whipped one up
with caramel, pure Arabica coffee and a
dash of sea salt. With 7g of protein plus
30% daily value of calcium per serving.
Includes Low-fat milk, coffee, and
whey protein concentrate.
Austria: Lattella pineapple coconut
is an exotic blend of fruity pineapple
and exotic mild coconut water.
Includes fermented sweet whey.
Rich in vitamins and minerals with
enzymes which stimulate digestion
and regulate.
Source: Innova Database:
Protein Ready to Drink Shakes for All
USA: Ensure Muscle Health Drink: Homemade
Vanilla. Individual bottles of muscle health drink with
homemade vanilla flavor. Ensure Muscle Health has
Revigor (source of HMB, an amino acid metabolite)
and also is an excellent source of protein to help
rebuild muscle and strength naturally lost over time.
Targeted nutrition to help rebuild muscle and
strength naturally lost over time
Finland: QNT Delicious Protein
Shake: Raspberry Flavor. Vanilla
flavored protein shake in a
330ml tetra prisma. QNT
Delicious Whey Protein Shakes
have a fine texture with all the
nutritional quality of a
traditional protein milk-shake.
Made with whey protein, they
bring huge quantities of high
biological value protein ideal
for recovery after training.
Gluten free. Zero fat. Aspartame
free. With 30g protein!
Source: Innova Database:
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Where do we go from here?
• Enhanced marketing communications of proven
nutritional benefits that resonate with consumer needs
– Weight management
– Healthy aging
– Superior nutrition for infants/ toddlers
• Delivering functional performance to support new
products to meet these growing consumer needs
• Production technology and regulatory support to meet
global growing demand for protein
Dairy Check-Off Resources Dairy Management Inc.™ (DMI) is the domestic and
international planning and management organization
that builds demand for dairy products on behalf of
America’s 50,000+ dairy producers. Includes oversight
of National Dairy Council and the following:
The Innovation Center was established in 2008 under
the leadership of America’s dairy farmers through DMI.
It is the first of its kind to bring together milk producers,
processors and manufacturers, to offer consumers the
products they want — when and where they want them.
The Dairy Research Institute® is a 501(c)(3) non-profit
organization created to strengthen the dairy industry’s
access to and investment in the technical research
required to drive innovation and demand for dairy
products and ingredients globally. The Institute works
with and through industry, academic, government and
commercial partners to drive pre-competitive research
in nutrition, products and sustainability.
The U.S. Dairy Export Council (USDEC) is a non-profit,
independent membership organization that represents
the global trade interests of U.S. dairy producers,
proprietary processors and cooperatives, ingredient
suppliers and export traders.
Thank you
Vikki Nicholson
vnicholson@usdec.org
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