Protein Powder Market – By Source, By Application, By Distribution Channel – Global Forecast, 2025 – 2034

Protein Powder Market Size

The global protein powder market was valued at USD 24.6 billion in 2024, with expectations to reach USD 46.2 billion by 2034, growing at a CAGR of 6.8%. Key drivers include rising health awareness & increasing variety of flavors along with high protein content worldwide. There has been an increase in awareness among the present population about the nutritional consumption and its effect on their health. Proteins are the building blocks of muscles, thus becomes crucial for various metabolic activities and immune system. 
 

Also, various lifestyle ailments such as obesity, diabetes and cardiovascular diseases among youths have resulted in expansion of the protein powders market. According to Global Wellness Institute, the global wellness economy has taken a new turn post pandemic with a market size of about USD 6.3 trillion in 2023 which is 6.03% of global GDP. Although the pandemic has adversely affected all the regions worldwide, North America, Europe, and Middle East& North Africa has shown strongest resilience and growth from 2019 to 2023.
 

Another important growth driver is availability of various flavors with high protein content is contributing to rapid market expansion. In present times, people are constantly searching for readily available foods with high protein content. So, protein powder with multiple taste options acts as a great choice.
 

Protein powder is not only limited to chocolate or vanilla flavor but it is available in various fruity or savory variants. These factors are contributing to market growth adhering to choices of people yet providing option for convenient protein intake.
 

Protein Powder Market Trends

• Growth of plant-based diets: Various market trends are driving the market. One of the most important market growth drivers is growth of plant based diets. The rising focus on welfare of animals and sustainability has led to rise in demand for different plant-based proteins from peas, hemp, soya and brown rice.  This case is predominant mostly amongst vegans, vegetarians and health-conscious adults.
   
• Rising awareness in health and nutrition: Another important market trend is rising awareness among consumers regarding health and nutrition to meet health objectives such as weight control, overall health wellbeing, muscle gain, etc. The availability of various flavors and customized options catering to specific age, health, weight, physical activities, gender is helping in rapid expansion of the market. According to new research by Statista, two in five (46%) Americans said they regularly consume protein drinks and shakes, thus resulting in market growth.
   
• Growing trends in clean-label trends and transparent information: Moreover, nowadays customers have become cautious about clean-label trends and transparent information about the food supplements they are choosing for consumption. Thus, the producers are also focusing on natural wholesome ingredients which are devoid of harmful synthetic ingredients, preservatives and other chemicals.
   
• Development in techniques: With the development in the techniques, there have been new or improved protein extraction methods that have come up in the protein powder industry. Algae, mushroom, and even insects are some novel sources from which different types of novel proteins are extracted. These are believed to be more environmentally friendly sources of proteins than traditional ones.
   

According to National Library of Medicine, a large number of new methods of electrophoresis have emerged recently. Spectrophotically, the resolution of two-dimensional electrophoresis or capillary systems is not beaten. The development of techniques for protein transfer between different media is a prerequisite for a full exploitation of the new methods developed. Modern methods of sub microgram sample analysis enable the separation, detection, and characterization of complex mixtures of proteins.
 

Protein Powder Market Analysis

In 2024, the market was segmented by source into plant based and animal based. Animal-based protein powder segmented for 70% of the market share in 2024 due to presence of complete essential amino acids and rising health consciousness.
 

• Various forms of protein powder derived from animals serves the paramount purpose of aiding athletes, nutritionists, and health experts in bulk-up diets, weight loss plans, and even as a supplement, which is a major force in market expansion.
   
• According to the research done by Nutrition & Metabolism journal, it was explained that eating protein can allow the body to blast through up to 20-30% more calories than carbohydrates or fat.
   
• On the other hand, animal proteins, for instance, casein, are used for weight management because they are gradually absorbed, making meal replacements rather effective in weight control. More and more of these health aware people looking to shed some extra weight and keep in shape creates growth in this segment.
   
• According to the research conducted by The American Journal of Clinical Nutrition, it has been shown that during a period of marked calorie deficit while resistance training, eating 2.4g protein per kilogram of bodyweight per day (or 1.1g per pound) can be more effective than 1.2g per day in promoting increases in muscle mass.
   

In 2024, the protein powder market in distribution channel is primarily distributed in offline and online category. Market is currently dominated by offline stores and markets, holding a significant 65.4% market share, followed by online channels which is rising at rapid pace in comparison and registered 4.5% higher growth than offline stores because of burgeoning quick e-commerce.
 

• The above growth is partly also backed up by the number of licensed edible stores in the U.S. that are expected to surpass 165,000 in 2025, highlighting the expanding opportunities within the offline industry.
   
• Additionally, with substantial growth projections in the overall market, protein powder marketers prepared themselves to adapt strategies to capitalize on emerging opportunities in the online space and they are relying on digital marketing for that.
   

In 2024, the application segment of the market is dominated by human nutrition supplement, holding a 63.3% share, while animal nutrition supplement serves a smaller portion of the market.
 

• This segment is marked by the formulation of new protein blends for particular age groups or those with special medical needs, such as heart or immune system support. Products are also differentiated by the rates at which the protein is absorbed, and fast absorption increases muscle recovery and slow absorption aids in muscle building.
   
• According to Journal of Sports Sciences, the government recommends that an adult individual consumes at least 0.8g of protein from dietary sources for every 2 pounds of body weight. This equates to about 56g of protein per day for a sedentary man and 46g for an average sedentary woman (which is roughly equivalent to a sirloin steak).
   
• Within pricing dynamics, there is a clear increase in demand for high end products using premium organic ingredients or non-GMO and additives. The demand for clean label products continues to rise, presenting a challenge to affordability. The focus on providing a complete amino acid profile and making sure it is bio-available makes human nutrition supplements distinctive, remarkably enhancing growth all the time.
   

The U.S. protein powder market was around USD 8.7 Billion in 2024. However, the Asia Pacific protein power market is should witness the highest CAGR which will be driven by the rapid urbanization and rise of disposable income in China & India.
 

• For instance, according to Euromonitor, the US vitamins and dietary supplements market has benefited from the growing healthy living trend and rising healthcare costs, among the aging population, with 31% of children consuming dietary supplements.
   

In Europe, an upsurge in vegan and plant-based diets owing to environmental issues, is increasing the demand for plant-based protein powders. At the same time, Asia is urbanizing very quickly, and with rising incomes, there is a big market potential in countries such as China and India as fitness awareness along with balanced diets is increasing.
 

Protein Powder Market Share

The protein powder industry is booming across the U.S. and Canada and western part of Europe. Top 5 companies in the market include Omega Protein, Amway, Abbott Laboratories, Glanbia Group and GNC Holdings. Among which Wyld is the major company which is well-known for their incredible and tasteful CBD-based candy. In the market, Omega Protein holds the largest share due to its early entry and comprehensive product portfolio. Amway, a close competitor, has been expanding its capabilities, driving its market share growth.
 

Based on Omega Protein’s leadership in the market, followed by Amway and Abbott Laboratories, all these companies own a substantial section of the protein powder market share owing them massive product portfolios and strategic initiatives.
 

This company has even begun focusing on non-meat protein solution because there is a growing demand for veg and vegan alternatives. Omega Protein is putting more funds into R&D too, they have also started trying to improve the absorption rates of protein in their formulations to gain an even bigger competitive advantage.
 

Another key player in the market is Amway, but it focuses on direct selling of selling protein powder products under the brand Nutrilite. Amway focuses on nutrition plans and the use of supplements to improve fulfilment goals from diet and exercise. Amway's aims are balanced as the plans touch both ends of the budget spectrum and with heavy investments in education and marketing their long-term goals for growth in the e-commerce market.
 

Abbott Laboratories has proved itself as a significant player in the market with its range of nutritional products such as protein powders for varied health conditions and goals. The company has also widened its market presence through mergers and acquisitions to make sure that its products are available to almost every customer.
 

Protein Powder Market Companies

Some of the eminent market participants operating in the protein powder industry include:

• ABH Pharma Inc
• Melaleuca Inc
• Amway
• Abbott Laboratories
• Glanbia Group.
• GlaxoSmithKline
• Herbalife International of America, Inc.
• GNC Holdings
• Living Inc
• Omega Protein
• Vitaco Health
• Atlantic Multipower UK Limited
• Dalblads
• Atlantic Multipower
   

According to Glanbia Plc, which specializes in protein powder, had an earning of USD 1.82 billion as its revenue for 2024. For example, in October 2022, Optimum Nutrition, Glanbia's sports and nutrition brand, added a new product, 100% Gold Standard Plant Protein, which is a plant-based protein powder. The product is entirely plant-based and vegan in nature, has 24 grams of protein, and is beneficial for those engaged in fitness activities. This product was launched to address the growing need for plant-based substitutes in the market.
 

Furthermore, in November 2022, Glanbia Nutritionals, a subsection of Glanbia PLC, launched their new FerriUp Whey Protein Concentrate, specifically designed for women. This will help them widen their range of products in the woman protein product market.
 

In June 2021 GNC Holdings, LLC tried to achieve their strategic objectives by forming a partnership with one of the largest multinational retailers, Walmart. Because of this partnership, the GNC Brande was able to increase its presence in the market and GNC products could be ordered at other Walmart retail outlets, which improved sales opportunity fo Walmant. GNC can make use of Walmart’s audience and consumer base, which strengthens his position in the complex differentiated consumer market. In September 2022, Abbott Laboratories expanded its product range by introducing a new specialized supplement for adults containing HMB designed to enhance muscle and immune health called Ensure.
 

Protein Powder Industry News:

• In 2023 Glanbia plc, jointly with Leprino Foods, passed over their mozzarella joint ventures. With the transition, Glanbia Cheese Company will become Leprino Foods UK Limited and Leprino Foods EU Limited.
   
• In March 2022, a worldwide sports nutrition brand, MusclePharm Corporation, announced the launch of new whey protein RTD drinks in summer 2022 to expand their growth in the US ready-to-drink protein beverages market. This product line which is produced under the MusclePharm brand, the industry’s highest trusted name, encompasses a variety of flavors and has over 20g per serving.
   
• In October 2022, a subsidiary of the Tata Group engaging in the food and beverages business – Tata Consumer Products (TCP) – forayed into the health supplements category with the introduction of ‘Tata GoFit’ range highly targeted at women who want to keep fit. One of the products under this brand is the Tata GoFit plant-protein powder with dry probiotics included to promote gastrointestinal health. This powder is also devoid of lactose, soy, and sugars as well.
   
• In April 2021, THG plc procured in Real Good Food plc, Brighter Foods Limited, a manufacturer of nutritional products, was further resonating with the acquisition of new THG capabilities and expertise in the development and manufacturing of healthy products, including snacks and bars. As a result, THG is expected to bolster its strength in the proper food market.
   

The protein powder market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Billion from 2021 – 2034 for the following segments:

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Market, By Source

• Plant-based
  • Soy
  • Spirulina
  • Hemp
  • Rice
  • Pea
  • Others
• Animal-based
  • Whey
  • Casein
  • Egg
  • Fish
  • Insect

Market, By Application

• Human nutrition supplement
  • Sports nutrition
  • Functional foods
• Animal nutrition supplement
  • Poultry
  • Swine
  • Cattle
  • Aquaculture
  • Equine
  • Others

Market, By Distribution Channel

• Supermarket/Hypermarket
• Online
• Drugstore
• Nutrition & Health food store
• Others

The above information is provided for the following regions and countries:

• North America 
  • U.S.
  • Canada
• Europe 
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Russia
• Asia Pacific 
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America 
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa 
  • Saudi Arabia
  • South Africa
  • UAE