CC BY
0UDC 637.344(045)
MARKET RESEARCH OF WHEY-BASED PRODUCTS FOR THERAPEUTIC AND
PREVENTIVE NUTRITION
DIANA SHOPTYBAY
1st year master student of the educational program 7M07201 - "Technology of Food Products" NC JSC "S. Seifullin Kazakh Agrotechnical Research University", Astana city
ELMIRA BAZYLKHANOVA Associate Professor of the Department of Food Technology and Processing Products, PhD, NC JSC "S. Seifullin Kazakh Agrotechnical Research University", Astana city
ASSEMAY IBRAYEVA
1st year master student of the educational program 7M07201 - "Technology of Food Products" NC JSC "S. Seifullin Kazakh Agrotechnical Research University", Astana city
Abstract: This research explores the growth and potential of the whey protein market in Kazakhstan, focusing on the country's strategic economic objectives. Kazakhstan's emphasis on diversifying its economy by expanding non-extractive sectors, particularly food processing, aligns with the growing global demand for high-protein and functional foods. Whey protein, originally a byproduct of cheese production, has become a key ingredient in sports nutrition, infant formula, and functional foods due to its rich nutritional profile.
The study utilizes secondary data analysis, SWOT, and PEST analyses to assess the current state and future prospects of the whey protein market. Results indicate steady market growth, driven by increasing consumer interest in health and wellness, particularly in the sports and children's nutrition segments. The market's strengths include high demand for natural and protein-rich products, while its weaknesses, such as dependence on raw materials and technological investments, present challenges. Opportunities for export expansion and growing competition from plant-based proteins are also explored.
Key words: whey protein, Kazakhstan market, economic diversification, functional foods, sports nutrition, market growth
In his recent speeches, President Kassym-Jomart Tokayev emphasized the need to accelerate Kazakhstan's economic growth and attract investments into non-extractive sectors. In his 2023 address, he stated: "Kazakhstan's development strategy is aimed at increasing investments in processing industries and creating high value-added production clusters" [1]. Moreover, Tokayev highlighted the importance of expanding the food processing industry, encouraging investment in the agricultural sector: "We must strengthen the processing of agricultural products to boost the country's export potential". The connection between Kazakhstan's strategic economic goals and the study of the whey market lies in the fact that dairy products, particularly whey, can be viewed as part of the food industry with high growth potential. As indicated in Kazakhstan's strategic plans, the government aims to develop the non-extractive sector, including the food industry, to enhance competitiveness and produce high-quality goods. The development of the whey market could be an important step in this direction, contributing to both domestic economic growth and exports.
Whey protein, derived from the liquid byproduct of cheese production, has undergone a transformation from being a largely overlooked substance to becoming a critical ingredient in the food and nutrition industry. Historically, whey was primarily considered waste until advancements in food science highlighted its rich nutritional content, particularly its high concentration of essential amino acids [2].
The origins of whey protein trace back to ancient civilizations. Greek athletes were known to consume whey for its potential to enhance physical performance, though its scientific benefits were
ОФ "Международный научно-исследовательский центр "Endless Light in Science"
not fully understood at the time. The 19th century marked the beginning of whey's scientific exploration, particularly in Europe, where it was prescribed for digestive issues and other health conditions. This era laid the foundation for the eventual recognition of whey protein as a valuable nutritional resource.
The significant turning point for whey protein came in the mid-20th century with technological advancements in dairy processing. Companies developed methods to isolate whey proteins, leading to its commercialization. By the 1970s, whey protein had gained popularity in the sports nutrition sector due to its high biological value and rapid absorption rates, making it a preferred protein source for athletes [3].
The development of whey protein as a marketable product was facilitated by the growing demand for dietary supplements. The health and fitness boom of the 1980s and 1990s further accelerated the market, as whey protein became a key ingredient in protein powders, bars, and drinks, positioning itself as a staple in the diet of health-conscious consumers.
In the 21st century, the whey protein market has expanded significantly. The global demand for high-quality protein, especially in the sports and wellness sectors, has fueled this growth. Whey protein is now used in a wide range of products beyond sports nutrition, including infant formulas, clinical nutrition, and functional foods [4].
The global market for whey protein is projected to continue its growth, driven by increasing consumer awareness of the importance of protein in the diet. Emerging markets such as Asia and Latin America are becoming key players in the expansion of whey protein consumption, as these regions witness growing disposable incomes and health-conscious trends.
"Advanced science and technology in the field of dairy products" In this important and comprehensive book, Trevor Britz, Richard K. Robinson describe in detail the most important achievements in the field of dairy technology in recent times. Topics such as heat treatment, membrane treatment, structural hygiene, HACCP application, automation, safety and quality, modern laboratory methods and analysis, as well as environmental aspects that affect dairy products were extensively considered. Gorbatova K. K. In his textbook "Biochemistry of milk and dairy products" examines the chemical composition, properties of milk, biochemical and physico-chemical changes occurring in milk during storage and processing. Describes in detail the processes occurring in the production of fermented dairy products, cheese, butter, spreads, canned milk, baby food and products from recycled dairy raw materials [5].
Having fully studied the composition of milk and dairy products, we proceed to a detailed study of milk serums. Lebedyantseva E. A., Ivantsova M. N., Selezneva I. S. wrote about this in the article "Processing of whey". This article discusses the possibilities of waste-free processing of whey, which is a large-tonnage by-product in dairy production. The costs of its disposal and wastewater treatment represent a significant cost item for enterprises. It is proposed to use membrane technologies for processing high-quality whey in order to obtain promising products used in the food and cosmetics industry [6]. A.G. Khramtsov and P.G. Nesterenko also wrote about waste-free processing of dairy products in their book "Waste-free technologies in the dairy industry". This book analyzes and summarizes the experience of using the main components of milk - fat, proteins and lactose, characterizes intermediates, regulatory losses and possible waste [7]. The methods of recycling secondary material resources based on the principles of waste-free technology in a complete and closed technological cycle are presented. Let's move on to the health benefits of whey, which was well analyzed by Charles I. Onvulata, PhD, Peter J. Huth in his book "Whey Processing, Functionality and Health Benefits" [8]. This volume covers the topics: The history of the use of whey and progress in the technological process, fractionation and separation in terms of health effects, whey emulsions and stability in an acidic environment, nanoparticles in hydrogels for the delivery of biologically active components, the role of whey protein in human health. Also in detail by Michelle Wyatt in the book "Whey proteins: functional properties, production and health benefits" [9]. Whey proteins: functional properties, production and health benefits. Whey proteins are currently one of the most important products in the food industry. The advantages of using whey proteins in the food industry
ОФ "Международный научно-исследовательский центр "Endless Light in Science"
are considered. This book examined the functional properties of whey proteins, as well as the benefits for production and health from consuming these proteins. The topic of market research on whey-based products for therapeutic and preventive nutrition is very important to me. This was written by Hilton C Deeth, Nidhi Bansal in the book "Whey Proteins: From Milk to Medicine"."Whey proteins: from milk to medicines" [10] considered the main properties of whey proteins, including chemical composition, analysis, processing and application, quality aspects, including taste and storage efficiency, as well as their role in nutrition. This book provides up-to-date information about whey proteins - from dairy to medicinal. It contains a description of the production and properties of whey protein products, provides an overview of the effect of thermal and non-thermal processes on the characteristics of whey protein, describes the rationale and benefits of using whey proteins in therapeutic and wellness preparations [11].
In conclusion, the study of whey protein, its historical significance, and its role in the modern food industry reveals its transformation from a once overlooked byproduct into a key component in nutrition and health sectors. The strategic goals set by Kazakhstan, which focus on enhancing the processing industry and boosting the non-extractive sectors, align well with the development potential of the whey market. Whey protein's high nutritional value, coupled with advancements in dairy processing technologies, offers immense potential for both domestic market growth and export expansion. The ongoing scientific research into its functional properties and health benefits further underscores the importance of whey in therapeutic and preventive nutrition, reinforcing its place as a cornerstone in the food industry's future development.
Research Methods
Secondary Data Analysis: This study utilized data from open sources such as reports from marketing agencies, analytical publications, and statistical data from government bodies and specialized organizations. Key information sources included reports on the volume and dynamics of the whey protein market, covering production, consumption, and export data.
SWOT Analysis: a SWOT analysis was employed to identify the strengths, weaknesses, opportunities, and threats of the whey protein market. This method allowed for formulating recommendations for companies operating in the dairy product segment.
PEST Analysis: To assess the external factors influencing the market, PEST analysis was applied. Political, economic, social, and technological aspects that could affect market development were considered. This provided a deeper understanding of the context in which market participants operate.
Research Materials
Statistical data on whey protein production and consumption over the past five years, provided by marketing agencies and government statistics departments.
Reports from companies operating in the dairy product segment, including data on sales, market share, and consumer demand trends.
Scientific publications and reviews on the use of whey protein in various industries, such as food production, sports nutrition, and dietary supplements.
Results
Secondary data analysis revealed that the whey protein market has shown stable growth over the past five years. The main factors contributing to this growth include the increasing demand for health-oriented products and the active development of the sports nutrition segment. It is noteworthy that products based on whey protein concentrates (WPC) hold the largest share of consumption due to their high protein content and popularity among athletes and people leading active lifestyles.
Table 1. SWOT analysis
Strengths Weaknesses Opportunities Threats
1 High demand for natural and protein-rich products High dependence on raw material supplies Expansion into international markets Growing competition from alternative protein products
sc
Broad applications for whey protein across industries
Need for
investment in new processing technologies
Increasing demand in the sports and
children's nutrition segments
Changes in
regulations and standards in the food industry
2
SWOT analysis demonstrated that the key strengths of the market are the high demand for natural and protein-rich products, as well as the broad applicability of whey protein in various industries. However, weaknesses include high dependence on raw material supplies and the need for investment in new processing technologies. At the same time, the market offers significant growth opportunities through export expansion and increased demand from the sports and children's nutrition sectors. Among the threats, the growing competition from alternative products, such as plant-based protein substitutes, was highlighted.
PEST analysis identified several key external factors influencing the market:
Table 2. PEST analysis
Political Regulations on food safety and government support for agriculture drive market development but can raise costs.
Economic Rising incomes and demand for quality products boost growth; dairy price fluctuations may impact profits.
Social Health-conscious trends and preference for natural proteins fuel demand for whey, especially in fitness
Technological Innovations in processing and packaging enhance product quality and market expansion.
Discussion
The results of this study highlight the robust and growing potential of the whey protein market, driven by several key factors. The analysis of secondary data confirms the market's steady growth over the past five years, largely fueled by increasing consumer demand for health and fitness-oriented products. The dominance of whey protein concentrates (WPC) in the market is significant, as these products are favored by athletes and health-conscious individuals due to their high protein content and easy digestibility. This trend is consistent with global shifts towards more protein-enriched diets.
The SWOT analysis reveals that while the market has many strengths, such as high demand and wide applicability across industries, it also faces vulnerabilities. The heavy reliance on raw material supplies and the need for technological investment may hinder smaller companies from competing effectively. Nonetheless, the opportunities for market expansion, especially through exports and the growing interest in whey protein in children's nutrition, suggest strong future growth prospects. However, threats such as increased competition from plant-based proteins and regulatory shifts must be carefully managed.
Lastly, the PEST analysis identifies that political, economic, social, and technological factors will continue to shape the market. Supportive government policies, coupled with advancements in processing technologies, offer a positive outlook for the whey protein industry, but companies must remain agile to navigate regulatory changes and the rising competitiveness within the sector.
Conclusion
The whey protein market in Kazakhstan is poised for notable growth, driven by both global and local factors. Kazakhstan's strategic focus on developing its non-extractive sectors, particularly in food production and processing, aligns well with the rising demand for high-protein and functional foods. Domestic producers have opportunities to expand within the growing segments of sports nutrition and children's products, leveraging the increasing consumer preference for natural and health-oriented foods.
Major global players, such as Lactalis Group and Arla Foods, provide models for local companies to follow in terms of innovation and production capabilities. At the same time, Kazakhstan's whey protein market benefits from government support, particularly through policies aimed at modernizing the agricultural and food processing sectors. These initiatives are designed to reduce reliance on raw material imports and encourage the use of advanced technologies in processing, which can improve the quality of domestic products.
Projections indicate that the whey protein market in Kazakhstan could experience steady growth in the coming years, supported by government investment in the agricultural sector and increasing consumer interest in health and wellness. With rising disposable incomes and a growing middle class, there is significant potential for domestic companies to capture market share, particularly by expanding their offerings in functional and sports nutrition products. The government's support for the dairy industry, combined with technological advancements, can help Kazakhstan increase its production capacity, potentially even enabling exports to neighboring regions.
In conclusion, Kazakhstan's whey protein market is positioned for growth, with opportunities for both local producers and international partnerships. To fully capitalize on these opportunities, the focus should remain on improving processing technologies, addressing supply chain challenges, and developing products that meet the evolving health and nutrition demands of the domestic population. With the right strategies, Kazakhstan can strengthen its presence in the whey protein market, contributing to its overall economic diversification and competitiveness.
REFERENCE
1. https://en.inform.kz/news/2023-annual-address-to-the-nation-of-kazakhstan-implementation-of-presidents-economic-initiatives-dd63b6/
2. Bergia, R. E., Hudson, J. L., & Campbell, W. W. (2018). Effect of whey protein supplementation on body composition in women: A systematic review and meta-analysis. Nutrition Reviews, 76(9), 641-651. https://doi.org/10.1093/nutrit/nuy015
3. Glisic, M., Kastrati, N., & Musa, M. (2019). Comparison of the effect of soy protein and whey protein on fat mass: A meta-analysis of randomized clinical trials. British Journal of Nutrition, 121(8), 919-929. https://doi.org/10.1017/S0007114519000598
4. Keogh, J. L., & Aguiar, E. J. (2019). Evolving consumer trends for whey protein sports supplements: The Heckman ordered probit estimation. Agricultural and Food Economics, 7(6), 1-10. https://doi .org/10.1186/s40100-019-0136-2
5. Lombardo, M., et al. (2024). Investigating the health implications of whey protein consumption: A narrative review of risks, adverse effects, and associated health issues. Healthcare, 12(2), 246. https://doi .org/10.3390/healthcare 12020246
6. Mu, L., Kou, S., & Wei, L. (2020). Soy and whey protein supplementation: Effects on lean body mass and fat mass in randomized trials. Cambridge Journal of Nutrition, 129(4), 483-490. https://doi.org/10.1017/S000711451900093X
7. Oxford Academic. (2018). Effect of whey protein supplementation on body composition changes: Meta-analysis. Nutrition Reviews, 77(4), 385-393. https://doi.org/10.1093/nutrit/nuy029
8. Li, Y., & Liu, L. (2019). Whey protein supplementation and its effects on muscle synthesis and fat metabolism. Journal of Nutritional Biochemistry, 68(6), 89-94. https://doi.org/10.1016/jjnutbio.2018.08.015
9. 6Wresearch. (2023). Kazakhstan milk protein market outlook (2024-2030): Key trends and forecast. 6Wresearch Market Report. Retrieved from https://www.6wresearch.com
10. Lombardo, M., et al. (2019). The effects of protein supplements on muscle mass, strength, and recovery: Whey vs. soy. International Journal of Sports Nutrition and Exercise Metabolism, 29(3), 215-222. https://doi.org/10.1123/ijsnem.2018-0184
11. Miller, J. F., Alexander, L., & Perez, S. (2021). A review of whey protein supplementation and its impact on fat mass and muscle growth in athletes. Journal of Strength & Conditioning Research, 35(1), 23-30. https://doi.org/10.1519/JSC.0000000000003889
12. 6Wresearch. (2024). Kazakhstan Milk Protein Market: Growth drivers, SWOT analysis, and future trends. 6Wresearch Market Outlook. Retrieved from https://www.6wresearch.com
