ROSEMONT, Ill., June 7, 2009 — In addition to the nutritional and functional benefits of whey protein, food and beverage manufacturers now have another compelling reason to use whey protein ingredients in products — to tap into consumer interest in controlling hunger. According to a 2008 survey conducted by NPD Group for Dairy Management Inc.™ (DMI), 67 percent of consumers stated that feeling full is important when trying to lose weight and two-thirds believe that satiety (a feeling of fullness or lack of desire to eat following food intake) is important in their food and beverage choices.

“We know that a higher-protein diet can be an excellent way to feel fuller longer and may help reduce the desire to reach for unhealthy snacks between meals,” said Matt Pikosky, registered dietitian and director of research transfer at the National Dairy Council. “Whey protein added to foods and beverages can help increase daily protein intake to achieve a higher protein diet, which can help promote a feeling of fullness”

“The issue of weight management is a significant concern for many people, so controlling hunger can be an appealing message to consumers,” said Laura Gottschalk, vice president of U.S. manufacturing and ingredient marketing for DMI.

Calorie-for-calorie, protein has been shown to lead to greater satiety than carbohydrates or fats. Whey protein is a high-quality protein naturally found in milk and contains the essential amino acids the body needs.

Satiety important at breakfast, survey indicates
More than at any other time of the day, feeling full after breakfast is important to consumers, according to the NPD survey. Forty-two percent of the survey responders stated that morning is the most important time to eat or drink something that helps them feel full because they want to make it to lunch without getting off track. Also, 24 percent of consumers surveyed believe that the satiety of nutrition bars can be improved the most with protein fortification, followed by yogurt (23 percent), and smoothies (19 percent).

“Plus, more than half of the survey responders indicated that they would expect to pay about 50 cents more for products fortified with protein to increase satiety,” Gottschalk said. “Such insight is crucial for manufacturers of breakfast foods and drinks to consider when developing new products.”

The NPD survey also revealed other important results regarding consumer perceptions about controlling hunger:

• 72 percent agreed that the best way to control hunger is through a nutritionally balanced diet
• 60 percent believe that satisfaction from high-carbohydrate foods is generally quick and short-lived
• 65 percent believe that if you feel hungry, you can’t be at your best
• 54 percent agreed that protein-based foods are the best at satisfying hunger

Whey protein also has proven to be an effective way to add a high-quality, complete protein to foods and beverages, helping create the protein-enriched products consumers desire. It has a fresh, clean, flavor that compliments the food and beverage systems to which it is added.

For the latest information on whey protein and other dairy ingredients and related research, visit http://www.innovatewithdairy.com/.

About Dairy Management Inc.™
Dairy Management Inc.™ (DMI) drives increased sales of and demand for U.S. dairy products and ingredients on behalf of U.S. dairy farmers. DMI manages the American Dairy Association^®, the National Dairy Council^® and the U.S. Dairy Export Council^®.