Protein Supplements Market

Protein Supplements Market Size and Share:

The global protein supplements market size was valued at USD 26.24 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 46.8 Billion by 2033, exhibiting a CAGR of 6.6% from 2025-2033. North America currently dominates the market, holding a market share of over 41.0% in 2024. The market is driven by the increasing consumption of dietary supplements in daily routines, rising awareness about age related muscle loss, and the growing number of advertisements by social media influencers and celebrities.

The growing awareness among the masses about the importance of a healthy lifestyle is encouraging people to incorporate protein supplements into their daily routines to support muscle growth, recovery, and overall well-being. Besides this, the increasing need for plant-based and dairy-free protein options that cater to vegans, vegetarians, and those with lactose intolerance, is impelling the market growth. In addition, the rising adoption of fitness trends, such as bodybuilding, weight loss, and sports nutrition, is driving the demand for protein supplements. Apart from this, the increasing usage of ready-to-consume protein products like shakes and bars, which are convenient for people seeking nutritional benefits, is propelling the market growth. Moreover, a considerable reliance on e-commerce platforms is making it easier for the masses to access a wide variety of products.

Many factors have led the United States to emerge as a major region in the protein supplements market. Growing fitness culture, especially among millennials and Generation Z, with more people turning to protein supplements to enhance their workouts, is supporting the market growth. In addition to this, growing awareness among people about the advantages of protein in retaining muscle mass and supporting overall health is fueling the market growth. Further, the increased demand for sports nutrition and healthy-eating diets is promoting athletes, gym users, and casual exercise goers to add protein supplements to their daily lives to enhance their performance and recovery. In addition, older adults who require to ensure that they maintain their muscle mass during the aging process are increasingly consuming protein supplements. In addition, the growing e-commerce channels in the US are now reaching more consumers for proteins and are driving more sales for this product. According to The Census Bureau of the Department of Commerce published data, the estimate of the US retail e-commerce sales for the third quarter of 2024 was USD 300.1 Billion, an increase of 2.6 percent from the second quarter of 2024.

Protein Supplements Market Trends:

Innovations in Flavors

New flavor innovations are having a beneficial impact on the market. With protein supplements gaining popularity, consumers seek choices that enhance their fitness objectives while also being flavorful. Classic protein powder flavors are now being enhanced with more intriguing and distinctive choices, including salted caramel, cookies and cream, peanut butter, and even tropical fruit mixes. These novel flavors are enhancing the enjoyment of protein shakes and bars, promoting repeat purchases and boosting overall consumer satisfaction. Major brands are putting money into developing unique and original flavors to draw in a larger customer base. In December 2024, Nutrax, the renowned wellness and nutrition brand, introduced its ‘Isolate Whey Protein Powder’, featuring a fresh selection of thrilling flavors such as chocolate, vanilla, strawberry, and cafe mocha. This premium protein powder is designed for fitness enthusiasts and health-conscious people, offering unmatched purity. It additionally pledges to provide high-quality protein with minimal carbs and fats to support muscle recovery and reach overall fitness goals.

Rising Vegan and Vegetarian Lifestyles

The vegan and vegetarian population is claimed to be up for major challenges in terms of daily protein intake through plant-based diets. Supplements from sources such as pea, soy, or rice are possible avenues that would serve the dietary needs of this growing population. According to an article by Deals on Health, every month, a vegan saves about 30 lives of animals. It's projected that, by 2026, the vegan market is going to grow up to 24.3 Billion USD. Veganism saves eight million human lives by the year 2050. Therefore, in correspondence with this view, according to a study released by the National Library of Medicine, 34% patients with the plant-based diet were said to reduce their atherosclerosis in comparison with the diet issued by the American Heart Association.

Growing Changes in Lifestyles and Dietary Patterns

The increasing changes in lifestyles and dietary patterns are propelling the market growth. Modern lifestyles are responsible for inadequate protein intake in regular diets because of considerable consumption on fast food. Protein supplements help support these lifestyles and dietary restrictions by providing a quick and efficient solution. Additionally, protein supplements with non-genetically modified organism (GMO) labels are often perceived as higher quality and safer for long-term consumption. Companies that invest in non-GMO certification can attract health-conscious and environmentally aware consumers, giving them a competitive edge. For instance, in August 2023, Herbalife Nutrition, a leading health and wellness company introduced Herbalife V, a portfolio of plant-based products. The Herbalife V line features certified organic kosher and non-GMO verified products including two protein shake offerings and a variety of dietary supplements designed to improve gut and immune health.

Protein Supplements Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global protein supplements market, along with forecast at the global, regional, and country levels from 2025-2033. The market has been categorized based on type, form, source, application, and distribution channel.

Analysis by Type:

• Casein
• Whey Protein
• Egg Protein
• Soy Protein
• Others

Whey protein clearly dominates the market because of a superior amino acid profile, fast digestion, and high bioavailability. It is produced as a byproduct of milk during the cheesemaking process. Because of this, it contains all the essential amino acids necessary for muscle recovery and growth. Whey protein remains the top preferred among athletes and fitness enthusiasts since it is easily absorbed by the human body, thereby repairing the muscle tissues post-workout. Its high absorption rate enables quicker recovery of muscles as compared to other protein types. It is also proven to boost muscle protein synthesis; thus, whey protein becomes a top pick for the fitness enthusiasts seeking to achieve lean body mass. There is also much diversity in forms it is available: powders, bars, ready-to-drink beverages. Moreover, whey protein is full of essential nutrients, including branched-chain amino acids (BCAAs), which further enhances its appeal for muscle repair and growth.

Analysis by Form:

• Protein Powder
• Protein Bars
• Ready to Drink
• Others

Protein powder comprises the largest segment, with 56.7% of the market share because it is convenient, versatile, and easy to incorporate into daily routines. It comes in various flavors, allowing consumers to choose based on their preferences. Whether it is mixed with water, milk, or added to smoothies, protein powder provides a quick and efficient way to meet daily protein requirements. It is popular among athletes, bodybuilders, and individuals looking to increase their protein intake, as it is easy to carry and consumed on-the-go. Additionally, it is available in different types, such as whey, casein, and plant-based options, catering to various dietary needs and choices. This flexibility, along with its ability to support muscle recovery, weight management, and overall health, encourages the use of protein powder.

Analysis by Source:

• Animal-Based
• Plant-Based

Animal-based protein leads the protein supplements market, holding 61.2% of the share, since it is considered a complete protein that provides all nine essential amino acids that human bodies need. It is easily absorbed and utilized by the body and thus is a top choice for muscle growth and recovery. Popular sources of animal-based protein, such as whey, casein, and egg protein, are widely recognized for their high-quality protein content. This protein is especially favored by athletes and bodybuilders due to its ability to promote muscle repair after intense workouts. Apart from this, its supplements are often faster to digest, which is beneficial for post-exercise recovery. Many consumers also trust animal-based sources because of their long-standing presence in the market and their proven effectiveness.

Analysis by Application:

• Sports Nutrition
• Functional Food

Sports nutrition accounts for the majority of the market share based on application, as sports protein products are specifically designed to support athletes and fitness enthusiasts in their performance and recovery. Sports protein supplements, which include whey, casein, and other protein sources, help in muscle building, strength recovery, and endurance enhancement. They are packed with essential amino acids and other nutrients that promote quick recovery after intense workouts or competitions. This makes them a more preferred choice for people that are focusing on maximizing their physical potential. As fitness trends continue to rise and more individuals focus on their health and wellness, the demand for sports nutrition protein supplements is also high. Their ability to improve athletic performance and enhance overall health, along with their convenience for on-the-go consumption, make them highly popular.

Analysis by Distribution Channel:

• Supermarkets and Hypermarkets
• Online Stores
• Direct to Customers (DTC)
• Others

Online stores, accounting for 60.0% share, dominate the market, driven by the convenience they offer to shop from home and a wider selection of products compared to physical stores. the convenience they offer to shop from home and a wide variety of products as compared to physical stores. Customers can easily compare prices, read reviews, and access discounts, making online shopping an attractive option for buying protein supplements. Moreover, online stores often have specialized sections for sports nutrition and protein products, allowing users to filter based on their preferences like type, flavor, and dietary restrictions. Online channels provide customers with personalized experiences and access to premium brands. Additionally, the availability of direct-to-consumer (DTC) models also allows companies to reach a larger audience without relying on third-party retailers. As digital engagement increases, online stores remain the go-to choice for purchasing protein supplements.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

North America enjoys the leading position in the market, holding 41.0% share due to a combination of factors. The region has a well-established fitness culture where health and wellness are highly prioritized, creating the need for protein supplements. In addition, the increasing awareness among people about the benefits of protein in muscle growth, recovery, and overall health is impelling the market growth. This region is noted for its high number of popular fitness influencers and athletes who promote the use of protein supplements. Apart from this, North America's well-setup retail and e-commerce infrastructure makes it easy for consumers to access these products, with many online platforms offering a variety of options. Moreover, the rising adoption of sports nutrition and weight management trends among the population continues to strengthen the market growth. In the US, companies wager on innovations in protein supplements to cater to the need for plant-based and clean-label products. In February 2024, Herbalife launched its new ‘glucagon-like peptide-1 (GLP-1) nutrition companion’ that offers a wide selection of food and supplement product combos. These items are crafted to support the nutritional needs of individuals on GLP-1 and other weight-loss medications. It is available in classic and vegan options in the United States and Puerto Rico in a range of flavors, including ‘Healthy Meal Nutritional Shake Mix’, ‘Protein Drink Mix’, and ‘Active Fiber Complex’.

Key Regional Takeaways:

United States Protein Supplements Market Analysis

The United States hold 93.70% of the market share in North America. The US protein supplements market is driven by the increasing health consciousness among people and the escalating need for weight management products and solutions. According to the National Institutes of Health (NIH), about 15% of adults in the United States have used a weight-loss dietary supplement at some point, with women outpacing men at 21% compared to 10%. Due to the growing awareness regarding weight management, the requirement for protein supplements has also increased since these supplements are widely utilized for the purposes of muscle preservation, fat burning, and fitness as well. Also, the steady increase in gyms and other fitness centers as well as the large-scale adoption of sports nutrition supplements have catalyzed the demand as well. With the increasing focus on health and wellness trends, there is a large requirement for protein supplements among individuals looking to better their fitness regime and nutrition.

Europe Protein Supplements Market Analysis

The Europe protein supplements market is likely to grow exponentially due to demographic changes and more number of strategic government agencies’ initiatives. According to the European Commission (EU), the population of the EU as of January 1, 2024, was estimated at 449.2 Million, which had increased by 1.65 million people from the previous year. This growing population is driving the demand for protein supplements, as consumers are increasingly becoming more health conscious. The European Parliament and agriculture ministers from Austria and France have also pointed out the need for a European protein strategy, which is supposed to improve the EU's self-sufficiency and develop plant-derived protein items. Strengthened by a joint call from EU member states in 2023, this initiative mirrors the high demand for plant-based proteins and matches the EU's commitment to sustainable and locally produced protein sources. These efforts, coupled with the rising trend of sports nutrition are further propelling the growth of the market.

Asia Pacific Protein Supplements Market Analysis

The Asia Pacific protein supplements market is distinguished by the increasing health awareness among people, the growing fitness culture, and the need for plant-based alternatives. Additionally, companies keep innovating flavors and products to create healthy and tasteful variants. Naturell Private Limited launched two protein powders in 2023- ‘Max Protein whey’ and plant-based variants, both of which have 24g of protein and 5.2g of BCAAs, which aid in muscle recovery and growth. Expanding formats of protein supplements, such as powders, ready-to-drink shakes, and protein bars continue to cater to the changing consumer preferences in the region and hence fuel the market growth. In December 2023, Centrum, a leading manufacturer of protein supplements, launched multivitamin and protein powder products in India, which come in powder and gummy form.

Latin America Protein Supplements Market Analysis

On account of the rising prevalence of lifestyle diseases like diabetes, cardiovascular diseases, and obesity, the Latin American market is experiencing strong growth. As estimated by the International Diabetes Federation, Brazil will alone have 19.2 million people with diabetes by 2030. This creates the need for health-conscious dietary solutions, such as protein supplements. With increased awareness about the benefits of nutrition that helps to prevent and control these conditions, demand for high-end sports nutrition and protein products is high. Additionally, people adopt new fitness-focused lifestyles, which encourage the usage of protein supplements. With individuals becoming aware about protein's contribution towards muscle health, weight management, and wellness, manufacturers are working to innovate and produce niche protein products targeted at the healthy population.

Middle East and Africa Protein Supplements Market Analysis

The Middle East and Africa (MEA) region accounts for a sizeable portion of the protein supplements owing to the rising health and fitness trends across the region. As more people become health-conscious and adopt healthier lifestyles, they consume protein supplements to enhance muscular development and support body weight management. In line with this, the increasing need for fitness among people, combined with the growing understanding about the requirements of a nutritious diet, is positively influencing the market. Additionally, the growing number of e-commerce portals is making these protein products easily available to more people. In UAE, companies team up with brands or celebrities to develop and endorse their protein products across the area. In February 2024, Aster Pharmacy, the prominent retail pharmacy networking company based in the GCC region, partnered with its brand ambassador Andrey Rublev, the famous tennis champion, to unveil its new range of science backed nutritional supplements ‘Muscle Bolt’. It is created to enhance the performance of sports and fitness lovers. The whole selection would be available through Aster Pharmacy's retail stores, ‘myAster’ and online platforms across UAE.

Competitive Landscape:

Key players are focusing on innovating and offering products that serve the needs of different consumers. Top companies spend resources on developing high-quality protein powders, shakes, and bars that appeal to athletes and fitness enthusiasts and health-conscious individuals. These players are also placing bets on expanding their product lines to include plant-based and dairy-free options, making protein supplements accessible to a broader audience. These brands are further investing in research and development (R&D) activities to improve product formulations and ensure better taste, higher protein content, and additional functional ingredients like vitamins and minerals. Additionally, they are teaming-up with brands, fitness influencers, and athletes to create and promote products and raise brand awareness. For instance, in March 2024, Blender Bites, a leading Canadian company involved in the development and marketing of premium frozen food products, collaborated with Orgain, the protein powder manufacturer to introduce its new post-workout smoothie item, ‘Superberry Sport’. It is an organic blend containing plant-derived protein, certified by the United States Department of Agriculture (USDA). It offers to assist in optimal muscle recovery and reducing oxidative stress.

The report provides a comprehensive analysis of the competitive landscape in the protein supplements market with detailed profiles of all major companies, including:

• Abbott Laboratories
• Amway
• Dymatize Enterprises LLC (BellRing Brands)
• Glanbia PLC
• GNC Holdings Inc. (Harbin Pharmaceutical Group)
• Herbalife International of America Inc.
• Iovate Health Sciences Inc.
• Makers Nutrition LLC
• Melaleuca Inc.
• Nestlé S.A
• Quest Nutrition LLC (Atkins Nutritionals Holdings Inc.)
• Weider Global Nutrition LLC

Latest News and Developments:

• November 2024: The famous Bollywood actor, Ranveer Singh partnered with Nikunj Biyani, a well-accomplished entrepreneur to unveil their new protein food and supplements brand, ‘SuperYou’. With the planned investment of INR 40-50 crore over the next 18-24 months, the company desires to achieve Rs 500 crore in revenue within the next five years.
• October 2024: Optimum Nutrition, the prominent sports nutrition brand, introduced its new range of protein supplement items in six different flavors. This selection includes savors like ‘Gold Standard 100% Whey in Girl Scout Thin Mints’, ‘Caramel Macchiato’, ‘Gold Standard Protein Shake in Strawberry flavor’, ‘AMIN.O. ENERGY in Rainbow Sherbet and Peach Mango Tango’ and ‘Micronized Creatine Powder in Blueberry Lemonade’ that provide nutritional value and taste.
• February 2024: Nestlé, the leading food and beverage (F&B) company, launched its first animal-free protein powder ‘Orgain Better Whey’. This product is lactose-free and offers functional and nutritive benefits to consumers.

Protein Supplements Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the protein supplements market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global protein supplements market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the protein supplements industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.