The fortified foods sector saw remarkable growth in 2024, as mainstream consumer demand for protein-enriched products continued to expand beyond traditional sports nutrition channels. Our protein pancake cost model exemplifies the complex dynamics manufacturers face in balancing protein functionality, taste requirements, and cost considerations.

The protein ingredients landscape showed significant divergence in both availability and pricing. Whey proteins reached record price levels, with WPI increasing by nearly 25% year-over-year, driving manufacturers to explore optimized protein blends. Milk protein concentrates and caseinates offered some stability in comparison, though production shifts from standard milk powders to these specialty proteins indicated growing pressure on future supply.

The emergence of protein-fortified versions of traditional products – from pancakes to cookies – created new technical challenges for manufacturers. Success in this category required careful protein selection and blending to maintain product functionality while delivering desired nutritional benefits. Consumer trends continued to favor these hybrid products, viewing them as a convenient way to increase protein intake without shifting to specialized sports nutrition products.

In 2025 the sector faces continued growth opportunities but with increasing complexity. Particularly noteworthy is the increasing pressure on highest-protein-content ingredients like WPI and MPI, driven by manufacturers’ need to achieve higher protein content without adding calories. This trend may fundamentally alter traditional price relationships, with spreads between WPC80-WPI and MPC85-MPI potentially moving away from historical correlations. The anticipated expansion of specialty protein production capacity may provide some relief, though timing remains uncertain. Success will increasingly depend on manufacturers’ ability to optimize protein selection and blending strategies, as premium protein ingredients face disproportionate demand pressure from this expanding market segment.

What’s inside this report

For a deeper dive into the trends that defined 2024 and the forces shaping 2025, our full report provides detailed insights into:

  • Dairy
    • Raw Milk
    • Skimmed Milk Powder (SMP)
    • Specialty Proteins
    • Whey Proteins
  • Oils and Fats
    • Olive Oil
    • Soybean Oil
    • Rapeseed Oil
    • Sunflower Oil
  • Specialty Ingredients
    • Creatine
  • Energy Markets
    • Natural Gas

Each section offers comprehensive data and analysis, helping you navigate the complexities of the dairy market and make informed decisions for the year ahead.

Download the full report now to stay ahead of the curve and uncover actionable insights for 2025: https://vespertool.com/downloads/downloads-eoy-report-fortified-2024/