The whey protein market is poised for significant growth in 2024, driven by evolving consumer preferences and increasing awareness of health and fitness. With rising global demand for protein-enriched foods and supplements, the market is expected to expand across multiple sectors, from sports nutrition to functional foods. Growing Health Awareness Fuels Demand As health consciousness continues to rise, more people are turning to high-quality protein sources to support active lifestyles and dietary goals. Whey protein, known for its superior amino acid profile and easy digestibility, remains a popular choice among fitness enthusiasts, athletes, and health-conscious individuals. The trend towards clean-label products has further bolstered interest in whey protein as a natural and minimally processed supplement. Innovations in Product Offerings In 2024, manufacturers are expected to introduce innovative formulations, including flavored powders, ready-to-drink shakes, and protein-in...