Volac Eyes Protein Potential for “Weight-Wellness” Trend

11 Feb 2015 --- Rising levels of obesity and the almost daily media headlines proclaiming a ‘war on sugars’ are causing widespread concern and confusion. As the link between obesity and serious conditions such as heart disease, diabetes and cancer are becoming more recognised, people are increasingly focusing on weight management as part of a healthy lifestyle choice.

Weight-wellness has now been identified as a growing trend for 2015, which is primarily being led by today’s growing number of health conscious consumers, turning more towards everyday foods for managing their weight. And the high protein trend seen over the past three to five years is set to continue to drive innovation and growth within the weight-wellness category, creating new and exciting opportunities to develop protein-fortified products to help people enjoy living a healthier, active lifestyle while managing their weight.

The importance of muscle in weight management has been well documented:
• Muscle requires energy (calories) even when at rest - during and after exercise this demand is increased.
• The greater the proportion of muscle to fat the more energy is consumed by the body both at rest and during activity.
• Maintenance of lean muscle can therefore help with weight management by increasing caloric consumption.

Louise Mahrra, Volac’s Marketing Manager – Human Nutrition comments: “The number and range of protein-fortified products available today is expanding and will continue to grow as more food and beverage businesses recognise and respond to growing market needs and opportunities.”

“Nowadays more and more mainstream consumers are turning towards protein and upping their intake as they believe this supports stamina and makes them feel fuller for longer, while at the same time providing a nutrient rich dairy alternative to high sugar content snacks and beverages.” Adds Mahrra.

Protein is an essential part of a balanced diet, the value of which has long been recognised by sporty individuals who consume it for muscle maintenance and growth.

Whey protein in particular is a neutral tasting and simple solution providing the highest quality protein source available. It helps maintain muscle mass and delivers the most sought after health benefits such as maintaining a strong body, having the stamina to keep you going throughout the day and managing a healthy weight through feelings of satiety.

Whey protein has a high bioavailability and can be easily incorporated into a wide range of foods, snacks, nutritional supplements and beverages for active nutrition due to their excellent solubility, smooth mouthfeel and clean flavour.