Peggy A. Ponce, Director of Product Innovation, Agropur US Operations

What was the most significant change/evolution your respective industry underwent in 2024?

In 2024, we recognized there is an intersection of whey protein products and GLP-1 (glucagon-like peptide-1) medication products that has led to innovative solutions tailored for the people that are using these weight-loss drugs. Maintaining adequate protein intake is crucial for individuals on GLP-1 medications to prevent muscle loss and support metabolism. However, these kind of medications, such as Ozempic and Wegovy, are known to suppress appetite, which can inadvertently lead to reduced protein intake and potential muscle loss. In order to address this, several companies like Nestlé have developed specialized whey protein products to support muscle maintenance and overall nutrition for GLP-1 users.

In terms of your respective industry, which industry/market trend are betting big on for 2025?

For 2025, the whey protein industry is poised for continued growth in global markets along with increased innovation. On the innovation front, we anticipate further development of products tailored to users of GLP-1 medications such as Ozempic and Wegovy. Most likely these advancements will focus on delivering protein in diverse formats, such as clear protein beverages, and exploring new and exotic flavors to cater to more discerning consumers.

The global market is projected to expand, driven by a growing shift among health-conscious consumers toward healthier lifestyles. Emerging markets like Brazil are also contributing to this growth. In Brazil, increased health awareness and consumer education, coupled with economic recovery in recent years, have led to higher disposable income among the working class. This has enabled more consumers to invest in premium products like whey protein.