Industry must debunk whey protein bodybuilding myths: Volac

By Mark ASTLEY contact

- Last updated on GMT

While the whey protein market has evolved from a "bodybuilding-only market" there are still myths associated with its past that the industry must "debunk," says Volac.

During a visit to Volac HQ near Cambridge last month, Michael Hiron, the company's commercial manager of lifestyle nutrition, told that despite increasing mainstream consumption of whey protein, efforts need to be made to deal with certain "misconceptions."

"Many years ago, and you're probably look back as far as seven, eight, nine, ten years ago, whey proteins were only consumed by body builders," ​said Hiron.

"Certainly the industry has evolved," ​he said. "I still think that it is not without its misconceptions, particularly in the female market."

"I still think there is a bigger role to play, not only from the brands, but from the manufacturers likes ourselves to try and debunk these myths. And I suppose the biggest myth is females have a picture of whey protein and Arnold Schwarzenegger in the same image. You know, not understanding different exercises, different diets will get you different results," ​he said.

"But certainly the market is coming around to the way of thinking that protein is good for you," ​Hiron added.

Keep an eye out for part two of's chat with Volac's Michael Hiron this week.

Related topics: Market Trends, Dairy-based ingredients

Related news

Related products

show more

Free booklet: Fat extraction for food analysis

Free booklet: Fat extraction for food analysis

BÜCHI Labortechnik AG | 09-Dec-2019 | Technical / White Paper

Fat extraction is a standard reference method for quality control, labeling and satisfying stringent regulations. "The five essentials of fat extraction...

Know your Ethnic Dairy Opportunities

Know your Ethnic Dairy Opportunities

DuPont Nutrition & Biosciences | 05-Dec-2018 | Technical / White Paper

Global consumers often look for something new from the yogurt category and products with a good story. In Western markets, this demand is driving a trend...

Everything about in-container sterilization

Everything about in-container sterilization

John Bean Technologies (JBT) | 01-Nov-2018 | Application Note

JBT has a long history and an extensive track record in thermal processing of packaged food. JBT retorts and sterilizers are renowned for their outstanding...

Accelerate your supply chain as pressures intensify

Accelerate your supply chain as pressures intensify

William Reed | 04-Oct-2018 | Technical / White Paper

Food, Drink and Non-Food manufacturers are under pressure. Range reviews, massive retail mergers, the backlash against plastic packaging and the ongoing...

Related suppliers

Follow us

Featured Events

View more


View more