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Whey flavour revolution

Whey protein is, without a doubt, the most competitive product category in the supplement market. That means margins are tight as manufacturers compete on price, and on protein content and quality.

Consumers therefore tend to fall into one of two categories – those who are willing to pay a premium for products that offer the best quality whey protein with the highest protein content, and the price-sensitive consumer who is willing to sacrifice a bit in terms of quality to afford this supplement staple.

According to Gareth Powell, Technical Manager for Ascendis Sports Nutrition, whey is and always will be a cornerstone in the fitness industry. “It is such a versatile product that practically any consumer can make use of it, irrespective of their goal.”

Get the July/August issue of Muscle Evolution to read more on the latest developments in the supplement industry!

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