Islamabad:Industry experts have said that growing consumer awareness about nutrition is driving increased demand for protein-rich and functional beverages in the country as lifestyles become more fast-paced and health-oriented.
They noted that whey-based drinks were gaining popularity among students, working professionals and fitness-conscious individuals due to their convenience and perceived nutritional value.
Speaking during the launch of a new whey-based beverage here, Malmo GM Kashif Jabbar said the product reflected broader market trends where consumers were increasingly opting for healthier refreshment options.
He said the shift indicated a structural change in the beverage industry, with demand gradually moving away from traditional soft drinks toward nutrition-focused alternatives. "Building on growing awareness, we aim to strengthen its position in Pakistan’s expanding health-focused beverage market by introducing products that respond directly to consumer needs and lifestyle shifts," he said. Jabbar noted that such products were being positioned as suitable options for active lifestyles, post-workout recovery and daily dietary supplementation.
