Global Protein Supplements Market - Focused Insights 2025-2030

PROTEIN SUPPLEMENTS MARKET SIZE & SHARE

The global protein supplements market size was valued at USD 29.98 billion in 2025 and is expected to reach USD 37.10 billion by 2030, growing at a CAGR of 3.61% during the forecast period. The market has rapidly evolved into one of the most dynamic segments of the nutrition industry, moving far beyond its origins in sports and bodybuilding to become a staple in everyday wellness routines. The market is fueled by shifting lifestyles, rising awareness of preventive health, and the growing appeal of high-protein diets. Innovations in plant-based and sustainable protein sources, the emergence of personalized and functional blends, and the convenience of diverse formats from powders and bars to ready-to-drink beverages are attracting a wider demographic of consumers.

Protein supplements are no longer limited to powders. Today, the market includes powder, capsules, tablets, chewables, gummies, bars, RTDs, and even functional coffees and cereals. Each format is designed for specific lifestyle needs. One of the most transformative trends in the market is the rise of plant-based protein supplements. Once viewed as inferior to animal-derived options due to amino acid profiles, modern plant-based proteins like pea, rice, hemp, pumpkin seed, and algae-based proteins have been optimized for bioavailability and taste. These are increasingly favored by vegans, lactose-intolerant individuals, and consumers seeking more sustainable diets.

The digital transformation of retail has played a pivotal role in reshaping the protein supplement market. E-commerce platforms now account for a substantial portion of global sales, enabling brands to bypass traditional retail, test new products quickly, and reach targeted audiences through data-driven marketing. Platforms like Amazon, iHerb, and brand-specific websites offer subscription models, customer reviews, and AI-powered recommendations that increase convenience and trust.

PROTEIN SUPPLEMENTS MARKET NEWS

1. In May 2025, Danone launched a new protein shake under its Oikos yoghurt brand, which quickly gained strong traction among consumers—including users of weight-loss drugs such as Wegovy. According to Shane Grant, Danone’s Global Deputy CEO, the company aims to capitalize on the rapidly expanding USD7 billion protein shake market, aligning with growing demand for high-protein, functional beverages.
2. On April 15, 2024, Glanbia announced an agreement to acquire Flavor Producers, a subsidiary of Aroma Holding Company and related entities. The transaction involves an additional deferred consideration, strengthening Glanbia’s capabilities in flavor innovation and ingredient solutions for the nutrition sector.

PROTEIN SUPPLEMENTS MARKET TRENDS

The protein supplements market is rapidly moving beyond its traditional powder-centric identity, embracing a wide range of functional and novel formats to cater to evolving consumer preferences for convenience, variety, and lifestyle fit. Ready-to-drink (RTD) protein beverages and gummies are emerging as innovative delivery methods that make protein intake more accessible and enjoyable.

The growing adoption of plant-based diets and flexitarian lifestyles is driving a significant shift in the protein supplements market toward plant-derived sources such as pea, soy, rice, hemp, and quinoa. Beyond catering to vegans and vegetarians, these products appeal to consumers seeking allergen-free, lactose-free, and environmentally sustainable alternatives to dairy-based proteins.

Consumers are increasingly scrutinizing ingredient lists, driving the demand for clean-label protein supplements that are transparent, minimally processed, and free from artificial additives. Clean-label formulations prioritize recognizable, natural ingredients, often highlighting organic certification, non-GMO sourcing, and the absence of artificial sweeteners, colors, or preservatives.

INDUSTRY RESTRAINTS

Protein supplements commonly use ingredients such as whey (dairy-based), soy, egg, and nuts—all of which are recognized allergens. Although these sources provide high nutritional value, their allergenic nature can restrict consumer adoption within certain demographic groups. In addition to allergies, many users report digestive discomfort such as bloating, gas, or cramps, which discourages repeat purchases and drives consumers to explore alternative protein options.

Lactose intolerance poses a major barrier for dairy-based proteins like whey concentrate and casein. In countries such as South Korea, Yemen, Ghana, and Malawi, nearly 100% of the population is lactose intolerant, rendering traditional whey products unsuitable for large consumer segments.

PROTEIN SUPPLEMENTS MARKET SEGMENTATION INSIGHTS

Insight By Product Form

The product form segment is classified into protein powders, ready-to-drink beverages, protein bars and others. Among these segments, the protein powders segment had the largest market share of around 46% in 2024.

Protein powders are powdered dietary supplements derived from animal or plant sources, including whey, casein, soy, pea, rice, and blended proteins. They are primarily consumed by mixing with water, milk, or smoothies and are widely used for muscle growth, recovery, and weight management.

Protein powders have expanded beyond the gym to become part of daily nutrition routines. Consumers now use them as breakfast meal replacements, baking ingredients, or mid-day snacks. This versatility has been amplified by the rise in at-home consumption, where people sought convenient, nutrient-dense foods that could be stored and prepared quickly.

Insights By Source Types

In the global protein supplements market, the source type segment is categorized into animal-based, plant-based, and others. The “others” segment, which includes cultivated protein, microbial protein, and insect-based protein, is emerging as the fastest-growing category, registering a CAGR of 4.6% during the forecast period.

This segment represents a high-potential, innovation-driven category at the intersection of food technology, sustainability, and nutrition science. Cultivated proteins, produced through cellular agriculture, significantly reduce land, water, and greenhouse gas emissions compared to traditional livestock. Microbial proteins are derived from fungi, algae, yeast, or bacteria through fermentation, offering high efficiency and sustainability. Insect proteins, extracted from species such as crickets, mealworms, and black soldier flies, are processed into fine powders suitable for supplements and functional foods.

The rising environmental footprint of conventional protein sources, including beef, dairy, and even certain plant-based proteins like soy, has fueled interest in alternative sources. Millennial and Gen Z consumers, in particular, are increasingly making value-driven purchasing decisions that reflect their concerns for climate change, biodiversity conservation, and ethical sourcing.

Insight By Application

The functional segment dominates the global protein supplements market, accounting for the largest share, reflecting consumers’ growing preference for products that deliver targeted health and performance benefits beyond basic nutrition.

The functional applications segment plays a pivotal role in shaping market growth, encompassing diverse areas such as sports and performance nutrition, weight management, clinical and medical nutrition, cosmeceuticals (beauty and fitness), and immune, gut, joint, and brain health.

Weight management applications leverage protein’s functional properties to promote satiety, aid calorie control, and preserve lean muscle mass during weight loss. The segment continues to expand due to rising global obesity rates and the increasing popularity of high-protein dietary trends, including keto and paleo diets.

Insights By Distribution Channel

The supermarkets & hypermarkets represent the largest share of the global protein supplements market. Supermarkets and hypermarkets serve as the leading offline distribution channel due to their broad consumer reach, high shopper frequency, and convenient, one-stop shopping experience. Unlike specialist supplement stores, supermarkets attract mainstream buyers, parents, office workers, older adults and casual gym-goers who want convenience, price and trusted brands. That mainstreaming of protein is why grocery chains carve out shelf space in dairy aisles, ambient grocery and chilled cabinets rather than leaving everything to specialist retailers.

Supermarkets typically carry popular mass-market protein brands in various formats powders, ready-to-drink shakes, and protein bars, often placed in health, sports nutrition, or functional food aisles. For example, chains like Walmart in the U.S. or Tesco in the UK stock brands such as Optimum Nutrition and MuscleTech alongside private-label options, catering to both premium and budget segments.

Insight By Gender

The female segment is emerging as the fastest-growing category, registering the highest CAGR during the forecast period.

Women are increasingly incorporating protein supplements into their daily routines, driven by a combination of physiological, lifestyle, and health-related factors. Hormonal fluctuations across various life stages, such as menstruation, pregnancy, postpartum recovery, and menopause, influence energy requirements, muscle maintenance, and metabolic health. These shifts often lead women to seek targeted nutritional solutions, making protein supplementation a key component of modern female wellness practices.

During pregnancy and lactation, protein needs increase significantly to support both maternal health and fetal development. Adequate protein intake during these stages is essential for tissue repair, hormone synthesis, and muscle preservation, encouraging many expectant and nursing mothers to choose high-quality protein powders and ready-to-drink formulations as part of a balanced diet.

PROTEIN SUPPLEMENTS MARKET REGIONAL ANALYSIS

Europe holds a significant share of the global market, supported by a health-conscious population and a growing inclination toward organic, vegan, and sustainably sourced protein supplements. Countries such as Germany, the UK, and the Netherlands lead adoption, with plant-based and eco-friendly formulations gaining rapid traction among environmentally aware consumers.

Europe’s digital-savvy population increasingly purchases supplements online, supported by subscription models, mobile apps, and AI-driven personalization. Consumers are choosing products tailored to their goals. Brands are combining e-commerce, nutritional quizzes, and recurring delivery to build loyalty, which is boosting the market growth.

Latin America is emerging as a promising market, fuelled by growing health awareness and an expanding gym culture, particularly in Brazil and Mexico. Although smaller in size, the market benefits from a rising middle class, greater access to e-commerce platforms, and the increasing availability of international and local supplement brands.

Latin America’s protein supplements market is poised for strong growth, with countries such as Brazil, Mexico, Argentina, and Chile driving demand. Rising health consciousness and increasing awareness of protein’s role in muscle development, weight management, and overall wellness are prompting consumers to incorporate protein powders, shakes, and bars into their daily routines.

PROTEIN SUPPLEMENTS MARKET VENDORS LANDSCAPE

The global protein supplements market report provides exclusive insights on 25 vendors is highly fragmented but brand-led, with a top tier of global portfolios and a long tail of fast-moving challengers. Global leaders, including retailer private labels, have also grown into credible competitors in powders, bars, and RTDs, pressuring price points. Also, competition is increasingly format- and science-driven. Beyond classic whey isolates/concentrates, leaders are expanding plant proteins like pea, soy, rice, faba, and hemp. And clear vegan beverages for lighter sensory profiles. RTD technology has advanced with UHT-stable protein systems, improved viscosity control, heat-stable Flavors, and better sweetness architectures.

Vendors in the protein supplements market are turning towards online and DTC platforms by leveraging subscription, bundling, loyalty, and creator partnerships; mass brands scale through club packs and EDLP pricing. Social and influencer marketing are central, but paid media costs and privacy changes push brands toward owned communities, apps, and first-party data.