Protein Supplement Market to Hit USD 45.3 Bn in 2032 | CAGR by 8.7%

Introduction

The global protein supplement market is poised for significant growth, with its size expected to reach USD 45.3 billion by 2032, up from USD 20.1 billion in 2022, reflecting a CAGR of 8.7% during the forecast period from 2023 to 2032. This growth is being driven by several factors, including the increasing demand for health and wellness products, the rising prevalence of fitness trends, and an increasing awareness of the benefits of protein consumption.

One of the primary growth drivers for the market is the growing number of fitness enthusiasts and health-conscious consumers who seek protein supplements for muscle building, weight management, and overall health improvement. With the surge in fitness facilities, particularly in urban areas, the demand for protein-rich supplements has grown exponentially.

The COVID-19 pandemic also played a key role in accelerating this trend, as more individuals turned to health supplements to boost immunity and maintain fitness while staying at home. Regions across the globe witnessed an increase in protein supplement consumption, with North America leading the market due to high consumer awareness and product availability.

The diversity of protein sources in the market has also contributed to its expansion. Protein supplements are derived from both plant-based and animal-based sources, including dairy (whey and casein), eggs, soy, peas, and hemp. The shift toward plant-based proteins has gained substantial momentum, particularly among vegan and vegetarian consumers, driving the popularity of pea and soy protein supplements. For instance, plant-based protein supplements are expected to see the highest growth rate due to the growing interest in sustainable and allergen-free alternatives.

However, the market faces several challenges. Price volatility in raw materials, especially dairy and soy, can significantly impact the production costs of protein supplements, potentially causing fluctuations in product prices. Moreover, the market is highly competitive, with numerous brands vying for a share through innovative formulations, flavors, and packaging. Companies are investing in advanced technologies, such as microencapsulation, to enhance the efficacy and delivery of protein supplements, ensuring controlled release of nutrients.

Recent developments in the protein supplement sector include the launch of functional protein products that cater to specific consumer needs, such as muscle recovery, weight loss, or cognitive function. The growing trend toward ready-to-drink (RTD) protein shakes has also seen significant traction, with consumers opting for convenient, on-the-go options. In addition, the adoption of sustainable packaging and clean-label products is on the rise, as consumers increasingly prioritize environmental and health considerations in their purchasing decisions.

Amway Corporation expanded its Nutrilite brand by introducing plant-based protein supplements to meet the growing consumer demand for clean-label products. The company also emphasized innovation in sustainable packaging and ingredient sourcing to attract health-conscious consumers. Amway continues to invest heavily in its nutrition category, which includes Protein Supplement Market, contributing significantly to its overall revenue growth.

Glanbia, a global nutrition company, made strides in 2023 by launching new protein formulations focused on plant-based solutions. They also expanded their ready-to-drink (RTD) protein products and invested in enhancing their sports nutrition segment, which saw a 3.1% volume growth. Glanbia continues to lead in innovation by leveraging partnerships and improving supply chain efficiencies to meet the rising demand for sustainable protein supplements.

MusclePharm faced significant financial restructuring in 2022, culminating in a Chapter 11 bankruptcy filing. In 2023, the company was acquired by FitLife Brands for $18.5 million, marking a critical phase in its recovery. Under new ownership, MusclePharm has revitalized its product portfolio, including its popular Combat Protein Powder, with a focus on expanding its market reach through enhanced distribution and new product launches.

Abbott continues to strengthen its position in the protein supplement sector through its Ensure and Protalium product lines. In 2023, Abbott reported a 12.5% increase in global adult nutrition sales, primarily driven by the popularity of its protein-rich supplement range. The company is also focusing on senior nutrition with products tailored for healthy aging and muscle preservation.

Protein Supplement Statistics

• 28% of the individuals were using or used PPS. Of the total, 42.7% of male individuals compared to 3.2% of females. The use of PPS was higher than what has been reported in previous studies about supplement use in fitness centers, 28% vs 10-14% approx.
• The FDA generally recommends consuming 50 grams of protein daily, but you may need more depending on your age, weight, and level of physical activity.
• If you’re trying to get up to that 100-plus grams per day, taking a whey protein supplement where you can get 20 to 25 grams in a scoop…that’s probably not a bad idea.
• A meta-study concluded that intake of protein supplements higher than around 1.6 g/kg/day does not further improve the gains in FFM (fat-free mass)[3] “at least for younger individuals”, with a confidence interval from 1.03 to 2.20.
• As people get older, aging reduces the effect of protein intake, and experts in the field of protein and aging recommend a protein intake between 1.2 and 2.0 g/kg/day or higher for elderly adults.
• Older people with severe kidney disease (ie, estimated GFR <30 mL/min/1.73m2), but who are not on dialysis, are an exception to this rule; these individuals may need to limit protein intake.
• Check that the protein powder has enough leucine. Look for 1.8 to 2.0 grams of leucine per serving. Leucine is an essential amino acid important for building muscle.
• If you choose to use products with caffeine, stay within Health Canada’s recommended limits:
• For adults: No more than 400 milligrams (mg) per day (equal to about 3 cups of coffee).
• Pregnant and breastfeeding women: No more than 300 mg of caffeine per day (equal to just over 2 cups of coffee).
• Research has shown that taking 1 to 3 mg of caffeine per kilogram of body weight before or during exercise may improve performance.
• Casein is a protein that makes up the remaining 80% of the protein in milk. Casein digests slowly and is a popular choice as a weight gainer. It contains a little more than 90% protein in general and encourages the body to metabolize carbs and fats first.
• The American Heart Association found that 16% of patients with strokes admitted to the hospital are malnourished. After just one week in the hospital, 24% of patients with CVAs are considered malnourished.
• The Estimated Average Requirements (EAR) for protein ranges from anywhere from 0.66 to about 1 gram of protein per kilogram of body weight.
• The Recommended Dietary Allowance (RDA) is similar to the EAR and suggests the daily requirement for adult men and women ranges from 46 to 56 grams each day.
• Seniors may need 1.0-1.3 grams of protein for every kilogram of body weight. eg if you weight 82 kg this could mean consuming 80-104 grams of protein every day, regardless of your calorie intake.

Emerging Trends

• Plant-Based Proteins: The shift toward plant-based protein continues to dominate the market, driven by consumer interest in sustainability and health. Alternatives such as pea, hemp, and chickpea proteins are becoming more popular. Notably, there is an increasing focus on improving the taste and texture of plant-based proteins, addressing a key consumer concern about plant-based products not matching the sensory experience of animal-based proteins.
• Fortification and Functional Benefits: Consumers are increasingly looking for protein supplements that offer more than just protein. Many products now include added vitamins, minerals, and functional ingredients like probiotics, adaptogens, and superfoods. This trend is a response to the growing demand for supplements that address overall wellness, such as boosting immunity, gut health, and cognitive function.
• Ready-to-Drink (RTD) and Convenient Formats: Convenience is a significant trend, with ready-to-drink protein shakes, protein bars, and even protein-fortified snacks seeing high demand. These formats cater to busy lifestyles and the growing need for on-the-go nutrition.
• Sustainability and Clean Labels: Increasing consumer awareness around environmental impact is pushing brands to adopt sustainable practices. This includes the use of locally sourced ingredients and transparent supply chains. Additionally, products with clean labels, free from artificial additives and preservatives, are gaining popularity.
• Innovations in Animal-Free Proteins: While plant-based proteins are gaining ground, animal-free whey is also emerging. For instance, precision fermentation technology is being used to create whey proteins without the need for animals, offering a sustainable yet familiar alternative to traditional whey.

Use Cases

• Sports and Fitness: Protein Supplement Market, particularly whey protein, are widely used by athletes and fitness enthusiasts to support muscle repair and growth post-exercise. The global adoption of sports nutrition products, such as protein bars and shakes, has been driven by rising awareness of the benefits of high-protein diets in muscle recovery. A slight increase of 6% in the popularity of whey protein is noted, showing the product’s enduring appeal in the fitness sector.
• Weight Management: Protein supplements play a key role in weight management by promoting satiety and reducing overall calorie intake. Many individuals looking to lose or manage weight incorporate protein powders or ready-to-drink shakes into their diets to curb hunger. Plant-based options, such as pea and hemp protein, are gaining popularity, especially among consumers seeking clean, allergen-free alternatives.
• Healthy Aging: As people age, maintaining muscle mass becomes a challenge. Protein supplements are increasingly being used by older adults to prevent age-related muscle loss (sarcopenia). This demographic often turns to products that are fortified with additional nutrients, like calcium and vitamin D, to support joint and bone health.
• Meal Replacement and Convenience: Busy lifestyles have led to a surge in demand for convenient, on-the-go protein options, such as bars, snacks, and ready-to-drink supplements. Protein supplements are used as meal replacements or between meals to ensure a balanced intake of macronutrients, helping individuals maintain their fitness and health goals.
• Plant-Based Nutrition: With increasing interest in plant-based diets, protein supplements derived from sources like peas, hemp, and chickpeas are becoming more prominent. Consumers are turning to these options for ethical, environmental, or health reasons, and they are commonly used by vegans, vegetarians, and those looking to reduce animal product consumption.

Major Challenges

• Quality and Ingredient Transparency: One major issue is the lack of transparency in the ingredients of protein supplements. Many consumers are concerned about hidden additives, fillers, and artificial ingredients that may not align with their health goals. This challenge is particularly critical as demand for clean-label products rises. Consumers are more cautious about what they consume and increasingly demand detailed product information on sourcing and manufacturing​.
• Regulatory Hurdles: Different countries have varying regulations for supplements, which complicates global market entry for manufacturers. In the U.S. and Europe, there are stringent guidelines that require companies to prove the efficacy and safety of their products, which can delay product launches and limit innovation. In some regions, especially emerging markets, the lack of clear regulations creates uncertainty for both consumers and businesses, potentially stalling growth in these areas.
• Counterfeit and Substandard Products: The rise in counterfeit protein supplements is a growing issue, particularly in regions with weaker enforcement of quality standards. Fake or substandard supplements can not only harm consumers but also damage the credibility of brands. As consumers become more aware of the potential risks, they might become hesitant to trust certain products or brands.
• Price Sensitivity: Protein supplements can be expensive, especially high-quality or plant-based options. This poses a challenge for widespread adoption, especially among price-sensitive consumers in developing markets. While there’s demand for these products, cost remains a key barrier to regular use.

Market Growth Opportunities

• Rising Demand for Plant-Based Proteins: With more people adopting plant-based diets for health and environmental reasons, the market for plant-based protein supplements is rapidly expanding. Proteins derived from peas, hemp, and rice are gaining popularity as alternatives to traditional whey and soy. This shift is particularly evident among consumers seeking cleaner, allergen-free, and more sustainable products. By 2024, the demand for plant-based supplements is expected to see strong growth, particularly in regions like North America and Europe.
• Health and Fitness Trends: Increased awareness about health, fitness, and muscle recovery continues to drive demand for protein supplements. The growth of fitness centers and home workouts, especially after the pandemic, has led to a surge in protein supplement usage among athletes and fitness enthusiasts. Additionally, the aging population is increasingly adopting protein supplements to prevent muscle loss, making seniors a key demographic.
• Functional and Fortified Products: Consumers are looking for protein supplements with added benefits, such as vitamins, minerals, probiotics, and adaptogens. This trend is opening opportunities for companies to develop multifunctional products that not only provide protein but also improve gut health, immunity, or mental performance. Fortified protein supplements address both fitness goals and overall health needs.
• Emerging Markets: Markets in Asia-Pacific, South America, and Africa are offering substantial growth opportunities due to rising disposable incomes and increasing health awareness. Localized production and tailored products that cater to regional tastes are expected to play a key role in expanding market share in these regions​​.

Key Player Analysis

Amway Corporation, a global leader in health and wellness, has been actively expanding its protein supplement offerings under its Nutrilite brand. In 2023, Amway reported that its nutrition category, which includes protein supplements, contributed significantly to its overall revenue of $7.7 billion. The company focuses on plant-based proteins as part of its commitment to preventive health and sustainability. Amway highlighted its innovation in bioavailable plant protein products, which are designed to meet the increasing demand for clean-label and vegan-friendly options. Key initiatives throughout 2023 and into 2024 included expanding product lines with new protein formulations and investing in its global supply chain, including 6,000 acres of farmland across the U.S., Mexico, and Brazil to ensure product quality and sustainability.

In 2023 and 2024, Glanbia PLC continued to strengthen its position in the protein supplement sector, focusing on both plant-based and whey protein products. In the first half of 2024, Glanbia reported a 12.4% increase in earnings per share, largely driven by strong demand for its nutrition brands and protein supplements, including its flagship brand, Optimum Nutrition. Volume growth in their performance nutrition segment reached 3.1%. Additionally, the company invested in expanding its plant-based protein offerings to meet rising consumer demand for sustainable and clean-label products​.

In 2023, MusclePharm Corporation underwent significant changes in its protein supplement sector following a Chapter 11 bankruptcy filing in late 2022. By October 2023, FitLife Brands acquired most of MusclePharm’s assets for $18.5 million. Under new ownership, MusclePharm has aimed to revive its product lines, including its well-known Combat Protein Powder. The acquisition is expected to enhance distribution and introduce both legacy products and innovative formulations to a broader market. The brand, once a major player in sports nutrition, is attempting a comeback through improved distribution and product innovation​.

In 2023 and 2024, Abbott Laboratories expanded its presence in the protein supplement market through its Ensure® Max Protein and new PROTALITY™ brands. These products are tailored to support muscle health and weight management, offering high-quality protein alongside essential vitamins and minerals. Abbott launched the PROTALITY brand in January 2024, targeting adults seeking weight loss solutions while maintaining muscle mass. Each shake contains 30 grams of protein and is available in major retailers such as Walmart and CVS starting from February 2024. This aligns with Abbott’s ongoing commitment to nutrition, which saw global adult nutrition sales rise by 12.5% in 2023.

CytoSport Inc., known for its Muscle Milk product line, has maintained a strong presence in the protein supplement market, focusing on sports nutrition products aimed at both professional and amateur athletes. In recent years, CytoSport has expanded its product portfolio, offering a variety of protein powders, ready-to-drink (RTD) protein shakes, and bars. In 2023, CytoSport continued to strengthen its Muscle Milk® brand by enhancing product availability across major retail channels and online platforms, addressing the growing demand for convenient protein sources. The company remains a notable player in the market, competing with brands like Glanbia and Iovate Health Sciences.

In 2023 and 2024, Iovate Health Sciences International Inc., the parent company of brands like Six Star Pro Nutrition® and MuscleTech®, has continued to innovate in the protein supplement market. Notably, the company introduced new collaborations, such as the launch of Six Star® 100% Whey Protein Plus in partnership with Kellogg’s®, featuring flavors like Frosted Flakes® and Froot Loops®. This product, aimed at athletes and fitness enthusiasts, provides 30 grams of protein per serving and was launched in April 2024 at Sam’s Club® locations across the U.S. Additionally, Iovate leveraged partnerships with high-profile athletes and celebrities to boost its market presence, demonstrating its focus on both innovation and broad consumer appeal​.

In 2023, Kerry Group PLC faced challenges in its protein supplement sector, with overall group revenue down by 8.6% and volumes decreasing by 0.9% due to market factors such as inflation and consumer spending shifts. However, the company’s Taste & Nutrition division, which includes its protein solutions, saw a 1.1% growth in volume, driven by strong demand in the food service channel. Kerry has focused on expanding its nutrition portfolio and global footprint, positioning itself for better performance in 2024.

Reliance Vitamin Company Inc. has positioned itself as a leading manufacturer in the protein supplement sector, focusing on private label and contract manufacturing services. In 2023 and 2024, the company expanded its portfolio with new product innovations to meet the growing demand for plant-based protein and other dietary supplements. In 2024, Reliance introduced several new formulations, such as its Protein & Greens blend, designed to offer a plant-based protein source with additional nutritional benefits. This aligns with broader industry trends of clean-label, organic, and vegan-friendly supplements. Reliance’s commitment to product quality and innovation has helped its private label clients stand out in an increasingly competitive market​.

In 2023 and 2024, Orgain Inc. continued to expand its presence in the protein supplement market, focusing on plant-based and organic options. Orgain’s flagship product, the Organic Plant-Based Protein Powder, which contains 21 grams of protein from sources like organic peas and brown rice, has remained popular among health-conscious consumers. It is designed to cater to individuals looking for clean, non-GMO, and allergen-free protein sources. The brand has also introduced new products like the Nut Butter Protein Powder, blending plant protein with nut butter flavors for a unique and creamy option.

In 2023 and 2024, True Nutrition has continued to innovate in the protein supplement market, offering highly customizable protein blends tailored to individual needs. Their unique approach allows customers to create their protein powders by selecting from a variety of premium protein sources, including whey, vegan, and paleo-friendly options. True Nutrition emphasizes transparency and quality, using third-party testing to ensure their products meet the highest standards. The company also focuses on bulk purchasing options to offer competitive pricing while maintaining product integrity.

In 2023 and 2024, NOW Foods has continued to expand its footprint in the protein supplement sector, offering a wide range of high-protein products tailored to different dietary needs. Their protein supplement line includes options such as pea protein, egg white protein, whey, casein, and plant-based protein blends. Notable offerings include organic, non-GMO, and allergen-free protein powders, which cater to consumers focused on clean and sustainable nutrition.

Conclusion

The global protein supplement market continues to exhibit strong growth, driven by increasing health consciousness, demand for plant-based options, and the rising prevalence of fitness and wellness trends. This growth is supported by the expanding demand for ready-to-drink (RTD) protein products, protein powders, and bars, especially within the sports nutrition and functional food sectors. The market is seeing a shift towards clean-label, plant-based proteins, as more consumers opt for sustainable, allergen-free products. Additionally, advancements in microencapsulation technologies and growing awareness about the role of protein in overall health further drive the market. Challenges such as price volatility of raw materials like soy and whey may pose some limitations, but overall, the protein supplement industry is set for continued expansion in the years to come​

Discuss Your Needs With Our Analyst

Please share your requirements with more details so our analyst can check if they can solve your problem(s)

Request a Sample Download PDF