Sports Nutrition Industry Suffering From Whey Protein Shortage
It looks as though the shortage of whey protein in the sports supplement and nutrition industry is set to continue after rumours that the Fonterra – First Milk partnership will not produce whey protein for the sports nutrition industry and that the product will be going to a different market.
This is bad news at a time retailers need the product and indeed there is a definate move by some brands to source the product from China which may have other implications.
The thing is that in the sports nutrition industry cheap does not always mean best and there is continued poor press and mistrust over non Euro product.
Consolidation is coming to the whey protein industry as fast track brands gobble up competitors to protect supply
Consolidation in the whey protein market will see small companies gobbled up by aggressive fast growing companies.
The industry itself will consolidate somewhat because rapid brand expansion in any industry will see fast growth comapnies looking to gobble up smaller companies that are either struggling or that are showing good signs of development.
This however will not assist the problem of demand outstripping production and the growth of protein drinks will also eat away at the market supply of the raw product.
