SUBSCRIBE

Breaking News on Supplements & Nutrition - EuropeUS edition

Headlines > Consumer Trends

INSIDE...VOLAC

Industry must debunk whey protein bodybuilding myths: Volac

By Mark Astley+

10-Mar-2014
Last updated on 11-Mar-2014 at 13:31 GMT

"...females have a picture of whey protein and Arnold Schwarzenegger in the same image," said Hiron.
Loading...

While the whey protein market has evolved from a "bodybuilding-only market" there are still myths associated with its past that the industry must "debunk," says Volac.

During a visit to Volac HQ near Cambridge last month, Michael Hiron, the company's commercial manager of lifestyle nutrition, told DairyReporter.com that despite increasing mainstream consumption of whey protein, efforts need to be made to deal with certain "misconceptions."

"Many years ago, and you're probably look back as far as seven, eight, nine, ten years ago, whey proteins were only consumed by body builders," said Hiron.

"Certainly the industry has evolved," he said. "I still think that it is not without its misconceptions, particularly in the female market."

"I still think there is a bigger role to play, not only from the brands, but from the manufacturers likes ourselves to try and debunk these myths. And I suppose the biggest myth is females have a picture of whey protein and Arnold Schwarzenegger in the same image. You know, not understanding different exercises, different diets will get you different results," he said.

"But certainly the market is coming around to the way of thinking that protein is good for you," Hiron added.

Keep an eye out for part two of DairyReporter.com's chat with Volac's Michael Hiron this week.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE
Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Dairy ingredients giant on Indonesia: ‘A lot of opportunities here’

Jake Riddle

General manager, Kerry Asia Pacific

Indonesia stakes claim as SE Asia's most important food market

Indonesia stakes claim as SE Asia's most important food market

Indonesia's food industry will continue to grow in importance as its population of around...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

HI-Japan show wrap: Ageing (& shrinking) population forces government-led nutrition rethink

HI-Japan show wrap: Ageing (& shrinking) population forces government-led nutrition rethink

Japan has always led the world in functional food experimentation even if the results...

Rise in demand for products with added proteins: expert

‘Weekend warriors’ drive added protein demand

Weekend fitness fanatics are driving the demand for more mainstream food and drink products,...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

Saturated fats may not cause heart disease: Researcher

Saturated fats may not cause heart disease: Researcher

Prof. Philippe Legrand

Director of the biochemistry laboratory, Agrocampus Ouest

GM camelina matches fish oil omega-3 levels

The road to fish-oil equivalent GM camelina

Rothamsted Research has achieved omega-3 levels comparable to fish oil in its first GM...

Russian embargo impact on Arla whey and lactose interests 'minimal'

Russian embargo impact on Arla whey and lactose interests 'minimal': CEO

Henrik Andersen

Chief Executive Officer, Arla Foods Ingredients

Beauty chocolate: Astaxanthin in functional confectionery

Beauty chocolate: Algatechnologies touts red seaweed for functional confectionery

Efrat Kat

Director of marketing and sales, Algatechnologies

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Keeping it clean: 3 botanical chiefs pull adulteration weeds

Antoine Bily, Naturex global R&D director

Christian Artaria, Indena marketing director, Holger Riemensperger, Frutarom general manager,...

Diet and cancer: Polyphenol trial data suggests significant clinical benefit for prostate cancer

Diet and cancer: Polyphenol trial data suggests significant clinical benefit for prostate cancer

Professor Robert Thomas

Consultant oncologist, Addenbrooke's and Bedford, Cambridge University Hospital

Are doctors seeing the preventative eye health potential of carotenoids?

Are doctors seeing the preventative eye health potential of carotenoids?

James Stringham

Research doctor, University of Georgia

Functional confectionery: What does the future hold?

Which big player will be first on functional confectionery scene?

Adrian Sagman

Vice president of international sales and marketing, Carmit Candy

Food science and technology conference wrap up

IFST conference paints ‘multi-coloured’ picture of food industry

The Institute of Food Science and Technology’s Jubilee conference offered something for everyone involved...

Grey zone around health claims in ‘commercial communication’

You talkin’ to me? The grey zone around health claims in ‘commercial communication’

Georgia Taylor

Marketing and claims advisor , Leatherhead