Few sports supplements have experienced whey protein’s sustained and notable rise in recent years (Euromonitor 2016). Whey protein represented a global market value of approximately USD 7.7 billion in 2016, and its market value is forecasted to reach around USD 9 billion by 2021, corresponding to an average annual growth of 4% (3A Business Consulting 2017). The global sports supplement market has expanded rapidly due to many factors, including increased consumer health consciousness, technical advances in the food industry, predictions for an aging population, and increased health costs (Hasler 1996; Mirasol 1999; Challener 2000). In addition, the expected increase in dairy production following the abolition of the EU milk quota regime, and governments’ promotion of value-added dairy products, will further push the growing market of whey protein-based sports supplements (e.g., Department of Agriculture, Food, and the Marine (DAFM) 2011).
From the supply side, the major producers of whey products and ingredients are the EU-28 countries and the USA. In recent years, strong growth of high-end protein products (i.e., products with higher protein concentrate like WPC80 and WPI) has been observed, resulting from the fast growth in the main nutritional application sectors, such as sports supplements, infant formula, clinical nutrition, and functional foods. Leading dairy and cheese companies, such as Lactalis, Friesland Campina, and Glanbia, play important roles in whey and lactose markets.Footnote 1 Although the two largest dairy companies, Nestlé and Danone, rarely produce whey and lactose ingredients themselves, they are the major end users of whey and lactose in their products. From the demand side, the major markets have expanded from the EU and US markets to Asia and beyond. In terms of market size, Asia has surpassed North America and is predicted to have the most growth potential over the next 5 years (3A Business Consulting 2017).
From the consumer profiles’ prospectus, the whey protein sports supplement market has transformed enormously over the years. Historically, consumers of sports nutrition products have been bodybuilders and athletes (Froiland et al. 2004). With increased consumer health consciousness and rapid expansion of the dietary supplement industry, the market has seen growing interest in the use of whey protein supplements by recreational users (Agriculture and Agri-Food, Canada [AAFC] 2010). Studies have also shown that the calcium and mineral mix provided by dairy products can accelerate weight and fat loss during energy restriction, suggesting that whey protein might facilitate consumers in achieving a favorable body weight and composition (Ha and Zemel 2003).
Previous research on consumer perception and behaviors toward whey protein products can be found for whey protein-added snack, yogurt, and meal replacement products. Lee et al. (2002) investigated four formulations of whey-protein-isolate (WPI) coatings used for chocolate-covered almonds and found that water-based WPI-lipid coatings had higher consumer acceptance than alcohol-based shellac. In another study done by Childs et al. (2008) on consumer perception of whey and soy protein in meal replacement products, the researchers found that consumers preferred bars to beverages, but there were no significant preferences for protein type, which may result from the lack of knowledge and understanding of the different protein types. They also found that exercisers viewed muscle-building claims as more important, while non-exercisers viewed the heart health, calcium, and vitamin/mineral claims as more important.
There are no up-to-date quantitative studies that explore consumers’ choice behaviors for whey protein-based sports supplements. Although the expansion of the sports supplement market has provided tremendous opportunities for the industry, producers and marketers are facing increasing challenges. First, as a wider variety of products become available in a growing variety of channels, competition is intensified from both inside and outside the sports nutrition market Agriculture and Agri-Food, Canada [AAFC] 2010; Euromonitor 2015). Second, ever-evolving consumer trends have placed more pressure on companies to develop novel products and accelerate the product adaption and innovation process in order to meet consumer needs (Bistrom and Nordstrom 2002; Agriculture and Agri-Food, Canada [AAFC] 2010). Under such a situation, continuous effort in understanding consumer trends is crucial to all the players in the industry.
To facilitate improved understanding on whey protein sports supplement consumption and the evolving consumer trends, we carried out a small-scale consumer survey in Ireland in 2014. Although a small country, Ireland plays a unique role in the world sports nutrition market. From the production side, Glanbia (headquarters in Ireland) became the world’s largest sports nutrition producer in 2003. A number of high-profile acquisitions, including that of Optimum Nutrition and BSN, have given Glanbia a 13% share in a fragmented global sports nutrition market (Food and Drink Business Europe 2011). From the market side, the Irish market for whey protein sports supplements has seen rapid growth in both Irish-owned brands (Optimum Nutrition, Kinetica, BSN, ROS, etc.) and non-Irish brands (USN, PhD, etc.). Compared to the average annual growth of 4% globally, shares of sports nutrition grew by 9% and sports protein powder grew by 12% in current value terms in 2015 in Ireland (Euromonitor 2015). With its leading position in sports nutrition production and its tremendous market growth, Ireland has lent itself to being an appealing case study choice for the evolving trends of this fast-growing industry.
Sports supplements are traditionally used by athletes to enhance training effect and to accelerate body recovery. It is often believed that males are the dominant users of sports supplements (Froiland et al. 2004). The objectives of this research are (1) to identify the determining factors that affect consumers’ choice of whether or not to consume whey protein products, (2) to determine the key factors that affect the amount of whey products consumed by consumers, and (3) to determine the brand awareness and the key factors that affect consumers’ brand choice. Three hypotheses are explored. Hypothesis 1: gender plays an important role in the choice of whey protein consumption. Hypothesis 2: exercise type is a determining factor for the consumption of sports supplements. Hypothesis 3: country of origin label has strong impacts on consumer choices. Findings from the study will have direct implications to improve the effectiveness of product development and other marketing efforts of the industry. The rest of the paper is organized as follows. The “Methodology” section explains the model and methodology applied in the study. The “Data and analysis” section reports the sample details, the analysis process, and the main results. The “Conclusions and implications” section concludes the study and provides industry implications.