Italy Whey Protein Market Size, Share, and COVID-19 Impact Analysis, By Type (Whey Prote in Concentrate, Whey Protein Isolate, and Hydrolyzed Whey Protein), By Application (Sports and Performance Nutrition, Infant Formula, and Functional/Fortified Food), and Italy Whey Protein Market Insights, Industry Trend, Forecasts to 2035

Italy Whey Protein Market Insights Forecasts to 2035

• The Italy Whey Protein Market Size Was Estimated at USD 28.64 Million in 2024
• The Market Size is Expected to Grow at a CAGR of Around 6.3% from 2025 to 2035
• The Italy Whey Protein Market Size is Expected to Reach USD 56.11 Million by 2035

According to a research report published by Spherical Insights & Consulting, The Italy Whey Protein Market Size is anticipated to reach USD 56.11 Million by 2035, Growing at a CAGR of 6.3% from 2025 to 2035. The Italy whey protein market is driven by rising health and fitness awareness, growing sports nutrition consumption, increasing demand for high-protein diets, expanding gym culture, an aging population focused on muscle health, and strong food and beverage applications in functional and fortified products.

Market Overview

The Italy whey protein market refers to the production, distribution, and consumption of whey-based protein products used in sports nutrition, functional foods, beverages, dietary supplements, and animal nutrition. It is driven by health awareness, fitness trends, aging demographics, and increasing demand for high-quality, easily digestible protein sources. Furthermore, the Italian whey protein market growth is supported by rising gym and fitness participation, increasing consumption of protein-rich diets, expanding applications in functional foods and beverages, a growing focus on muscle health among the elderly population, and higher demand for clean-label, premium nutrition products.

Key trends in the Italy whey protein market include Increasing demand for plant-based and dairy-free alternatives, driven by lactose intolerance, allergies, and vegan preferences health & wellness focus, where whey protein is promoted for weight management, immunity, gut health, and overall wellness beyond muscle building and Innovation in product development, with growth in ready-to-drink shakes, protein bars, transparent whey, and fortified formulations offering improved convenience, taste, and added nutritional benefits.

The Italy whey protein market is regulated under EU food supplement legislation, primarily legislative decree no. 169/2004, requiring product safety, accurate labeling, and notification to the Ministry of Health before commercialization. Government health policies promoting preventive healthcare, balanced nutrition, and active lifestyles indirectly support protein consumption. Italy’s aging population, over 23% aged 65 and above, drives demand for protein to support muscle health, recovery, and overall well-being within national nutrition and wellness initiatives.

Report Coverage

This research report categorizes the market for the Italy whey protein market based on various segments and regions, and forecasts revenue growth and analyses trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Italy whey protein market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Italy whey protein market.

Driving Factors

The Italy whey protein market is driven by rising health and fitness awareness, increasing gym memberships, and growing adoption of high-protein diets among athletes and lifestyle consumers. Expanding demand for sports nutrition, functional foods, and dietary supplements supports market growth. An aging population focusing on muscle maintenance and recovery further boosts consumption. Additionally, wider availability through pharmacies, supermarkets, and e-commerce platforms, along with product innovation and clean-label trends, is strengthening consumer acceptance and market expansion.

Restraining Factors

The Italy whey protein market faces restraints from rising demand for plant-based and dairy-free protein alternatives due to lactose intolerance, allergies, and vegan preferences. Fluctuating raw material prices, strict regulatory and labeling requirements, and high product costs for premium whey isolates also limit adoption, especially among price-sensitive consumers and smaller manufacturers.

Market Segmentation

The Italy whey protein market share is classified into type and application.

• The whey protein concentrate segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Italy whey protein market is segmented by type into whey protein concentrate, whey protein isolate, and hydrolyzed whey protein. Among these, the whey protein concentrate segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. Whey protein concentrate dominates the market because it offers an optimal balance between protein content, nutritional value, and affordability. It is widely used in sports nutrition, functional foods, bakery, and beverage applications, making it suitable for both mass-market and health-conscious consumers. Compared to isolates and hydrolyzed whey, WPC has lower production costs and broader availability. Additionally, its natural taste profile and versatility support higher adoption across multiple consumer segments in Italy

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• The sports and performance nutrition segment accounted for the largest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Italy whey protein market is segmented by application into sports and performance nutrition, infant formula, and functional/fortified food. Among these, the sports and performance nutrition segment accounted for the largest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period. The sports and performance nutrition segment dominates the market because of increasing health-consciousness and the rising number of gym-goers, athletes, and fitness enthusiasts. Whey protein is highly preferred for muscle building, recovery, and performance enhancement. Ready-to-drink shakes, protein powders, and bars are widely consumed, making them accessible and convenient. Compared to infant formula and functional foods, sports nutrition has a higher demand and repeat consumption, driven by lifestyle trends and growing awareness of protein’s role in supporting active and healthy living.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Italy whey protein market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Arla Foods amba
• Glanbia Plc
• FrieslandCampina N.V.
• Agrial Enterprise
• Lactoprot Deutschland GmbH
• Carbery Group
• Lactalis Ingredients
• Fonterra Co-operative Group
• Saputo Inc.
• DMK Group
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at the Italy, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Italy whey protein market based on the below-mentioned segments:

Italy Whey Protein Market, By Type

• whey protein concentrate
• whey protein isolate
• hydrolyzed whey protein

Italy Whey Protein Market, By Application

• Sports and Performance Nutrition
• Infant Formula
• Functional/Fortified Food