The use of WPC60 (60% whey protein concentrate) in sports nutrition is rare due to several
disadvantages, both nutritionally and from a business perspective, compared to the more popular
WPC80 (80% whey protein concentrate). The decision to use WPC60 is primarily determined by the
product’s quality, consumer demands, and industry trends. Let’s take a closer look at why this is the case.
Why is WPC60 not ideal for sports nutrition?
Lower protein content: WPC60 contains only 60% protein, while WPC80 contains around 80%. For
athletes, high protein content is of paramount importance for muscle building, recovery and performance.
The lower protein content makes WPC60 less effective in achieving sports goals.
Higher fat and lactose content: WPC60 contains significantly more fat and lactose, which is not ideal
for athletes. It may be particularly problematic for people with lactose intolerance as it can cause
bloating and stomach upset. And the presence of fat slows down digestion, which is not beneficial for
post-exercise protein supplementation.
Less pure product: Less filtration and purification steps are used in the production of WPC60, which
means that the product may contain less essential amino acids and may have a lower biological value
than WPC80.
Why is WPC60 not profitable from a business point of view?
In the sports nutrition market, customers are looking for premium quality. WPC80 (or better still, the
isolates) better meet these needs because they are more effective due to their higher protein content and
the ingredients are purer. WPC60 does not fit these needs and would be harder to sell at premium
prices.
Competition in the sports nutrition segment is very strong and the introduction of WPC60 into the market
could be a disadvantage. Competitors are likely to highlight the lower protein content and higher lactose
content of the product, which would undermine the credibility of the brand.
Although WPC60 is slightly cheaper to produce than WPC80, the price/value ratio based on protein
content is worse. Customers are more willing to pay more for a higher quality product rather than
compromise on price. Athlete target groups such as bodybuilders or endurance athletes are highly
conscious in their product choice. Positioning WPC60 as a lower protein product would be difficult
because it would not meet the expectations of this segment.
The introduction of a lower quality product could damage the brand reputation, especially in an industry
where quality is key. Customers tend to avoid brands that offer „inferior” products.
But where should you use the WPC60?
WPC60 may not meet the high quality standards required in the sports nutrition market, but it is a
potentially valuable ingredient in other segments. It can provide a cost-effective alternative in the
manufacture of low-budget products, such as general protein supplements, where the target audience is
not looking for premium quality.
It is also widely used in the food industry, for example in bakery products, drink powders and desserts
where protein content is important but not a primary consideration. In markets with lower quality
requirements, such as Asia and Africa, WPC60 can be competitive, as customers in these regions place
more emphasis on price than on purity or high protein content.
Such strategic positioning offers the opportunity to effectively integrate WPC60 into different industries,
maximising its sales potential in areas where a trade-off between quality and price is acceptable.
WPC60 vs WPC80 comparison
WPC60 lab test manipulation
Unfortunately, there are ways in which manufacturers can manipulate the results of WPC60 laboratory
tests. Although ethical companies do not engage in such practices, in price-sensitive markets or less
regulated environments, such abuses may occur. Here are some of the ways in which test results can be
distorted.
Nitrogen manipulation to increase protein content
The Kjeldahl method for determining protein content measures the nitrogen content of the product. Some
manufacturers may add non-protein-based nitrogen-containing substances, such as melamine or glycine,
to the product to artificially increase the detected protein content. This method is particularly misleading
as laboratory analysis indicates a higher protein content while the true biological value of the product
remains low.
Reducing the moisture content
The percentage of protein is determined in relation to the total weight of the product. If the moisture
content of the product is artificially reduced (e.g. by additional drying), the protein content will appear
higher as a percentage, even though the actual composition has not changed.
Sample manipulation
By carefully selecting a sample for laboratory testing, for example from the best quality batch,
manufacturers can ensure that the product tested in the laboratory is not of actual market quality. This
practice may be particularly prevalent in less regulated markets.
Hidden use of additives and fillers
Some manufacturers may mix additives into the product that improve sensory properties or laboratory
results but do not contribute to the true protein content of the product. This can be particularly problematic
if these substances are not declared on the label.
Outdated testing standards
If the manufacturer chooses a laboratory that uses older or less accurate methods, the results may not
reflect the true quality of the product. For example, using outdated nitrogen determination methods,
manipulated products are more likely to meet the requirements.
What can be done against manipulation?
To prevent manipulation of product quality, it is crucial to use independent, accredited laboratories to
ensure objective and credible analysis of the product. In addition, tightening industry standards and
regulations, especially in regulated markets such as the European Union, can significantly reduce the
potential for abuse and guarantee product reliability.
Traceability is also essential; accurate recording of the origin of raw materials and documentation of
production processes contributes to transparency throughout the supply chain. In addition, it is essential
to educate consumers so that they can identify products that are suspiciously low-priced and make
informed choices. Well-informed consumers will reject low-quality products, thereby reducing demand
for them and encouraging manufacturers to meet higher quality standards.
