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The global plant based protein supplements market size was valued at USD 4.79 billion in 2019 and is projected to reach USD 7.08 billion by 2027, exhibiting a CAGR of 5.1% during the forecast period.
This market is primarily driven by the growing popularity of veganism. Plant-based products are perceived to be healthier and safer as compared to animal-based products. Rising concerns regarding animal welfare have significantly contributed to the growth of the plant protein supplements industry. The increasing interest in food safety and better-for-you products is expected to fuel market growth. The leading manufacturers are focused on investing in research of innovative protein sources to further propel the growth of the market.
Rise in Plant based Protein Supplements Consumption amid COVID-19 Pandemic to Fuel Growth
The sale of plant-based foods has significantly increased amidst the outbreak of the COVID-19 pandemic. According to a survey conducted by the Plant Based Foods Association, the U.S. retail plant-based foods sale was 35% higher than total retail food amid the panic buying period around March & April 2020. The pandemic has considerably transformed consumer buying patterns, with a steady shift being witnessed toward health-improving products. People are buying supplements owing to their healthier & safer properties as compared to their animal-based counterparts. However, the disruption in the supply chain has affected the availability of raw materials required for the production of plant-based supplements. The growing concerns surrounding food safety amidst the pandemic are expected to boost the demand for these supplements in the upcoming years.
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Rising Trend of Dietary Supplements to Heavily Contribute to Market Growth
Growing awareness about the benefits of daily consumption of concentrated nutrients has significantly increased the demand for dietary supplements. Urbanization and hectic lifestyles have augmented the prevalence of lifestyle-related health conditions. According to the Global Diabetes Community, U.K., it is estimated that 415 million people had diabetes in 2018 across the world and is expected to rise to 642 million people living with the disease worldwide by 2040.
The rising prevalence of conditions such as obesity, diabetes, and cardiovascular diseases is projected to drive the demand for a variety of dietary supplements. Studies have shown that the moderate consumption of proteins on a daily basis helps prevent various lifestyle-related chronic conditions. There is a wider acceptance among consumers about the importance of protein supplements in preventing deteriorating health conditions. Protein-based dietary supplements are also gaining popularity among fitness enthusiasts for muscle building purposes. Furthermore, the rising popularity of protein supplements among pregnant women and children is expected to fuel the market growth.
Increasing Preference for Plant-based Diets to Fuel the Market
Growing awareness about animal welfare as well as environmental sustainability has been pushing consumers towards adopting plant-based diets. The evolving perception of consumers that plant-based products are safer & healthier as compared to animal-originated products fuels the plant based protein supplements market growth. Expanding vegan population and growing preference for vegetarian diets have forced leading manufactures to innovate novel sources of plant proteins. Increasing prevalence of lactose intolerance and lactose allergies has further contributed to the sales growth of plant proteins. Lastly, rising interest in natural, organic, and clean-label products is projected to further boost the demand for plant protein supplements.
Robust Demand for Protein Supplements to Propel Market Growth
The rising demand for protein supplements to improve health and wellness is significantly fuelling the growth of the market. Modern-day hectic lifestyles and busy schedules have surged the demand for instant sources of proteins. Protein powder supplements are also becoming very popular among fitness enthusiasts for muscle development due to their higher amino acid content. Aggressive marketing and promotional activities by companies across fitness centres are expected to expand the sale of plant protein supplements in the upcoming years. These supplements are also widely popular among vegan-diet followers, which is expected to further drive the market growth.
Challenges Faced in Improvement of Palatability of Plant based Proteins to Hamper Growth
The sensory parameter, i.e. the flavor profiles of plant based proteins, is the area where some serious improvements are required to increase the palatability and acceptability of the finished products. Proteins extracted from plants generally impart off-flavors and unacceptable tastes when added in the product. Although formulating with functional ingredients addresses consumer demand for customized health and wellness, the purchase of these products is often driven by taste and flavor.
The challenges faced in the improvement of palatability of plant based proteins is acting as a key restraint for the market growth. Various technologies such as microencapsulation, polymer coating, and flavor solutions can be applied to mask and modify these unpleasant tastes and produce better tasting final products. Flavour addition to reduce bitterness or masking off-flavours is one of the most significant trends in the protein supplements industry. Flavours that complement plant proteins are mainly used for masking purposes. For instance, natural fruit and vegetable flavours such as orange, strawberry, fungi, pods and seeds are generally used in plant based proteins owing to their natural origin.
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Soy Protein Segment to Emerge as the Dominant Segment
Based on type, the market is segmented in soy protein, pea protein, wheat protein and others. Soy protein, albeit exhibiting slowdown in its sales, remains a dominating segment in this market, according to the plant proteins industry analysis. The superior nutritional value and easy availability of raw materials are some of the driving factors for soy segment or soy protein.
However, the pea protein segment (particularly concentrates & isolates) is expected to surpass the soy protein segment both by value and volume-based sales owing to its robust popularity and increasing utilization in a variety of dietary supplements. The market has recently witnessed companies exploiting novel sources for plant protein such as soy spirulina, pumpkin seeds & hemp. This factor is predicted to further boost in terms of revenue.
Mass Merchandisers to be the Primary Leading Distribution Channels
The market for plant based protein supplements is segmented in supermarkets/hypermarkets, pharmacies/drugstores, specialty stores, online retail and others by distribution channel. Mass merchandisers viz. supermarkets/hypermarkets are continuously changing and investors are capitalizing on buyers’ comfort to offer an easy shopping experience. The adoption of technological advancements and equipment on the floor will help retailers provide adequate quality of products to the consumers. According to the Food Industry Association 2018, 43% of the total grocery in 2017 was sold through supermarkets/ hypermarkets, thereby representing a major share of plant protein sales every year. The dominance of mass merchandisers in the supplements market is, however, being overshadowed by the rapidly growing online retail platforms and increasing presence of specialty stores.
North America Plant based Protein Supplements Market Size, 2019 (USD Billion)
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The developed markets of North America and Europe are contributing more than half of the global revenue in this market and are thus leading the plant based protein supplements market share. This is ascribed to the heightened consumer awareness in these regions regarding the ecological impact of animal-based proteins, the health and fitness benefits from the plant based proteins, and the overall sustainability factor associated with such vegan sources. The vegan trend in these markets is expected to stay strong during the foreseeable future and the growing demand for healthy and nutritional products is expected to further fuel the demand for natural protein supplements.
Asia Pacific is expected to witness growth rates higher than the global average during the forecast period. Consumers are gradually showing interest in dietary supplements in the form of vegan proteins as the sports nutrition sector becomes mainstream. Developing markets such as China, India, and Indonesia are projected to propel the sales growth of plant based protein supplements owing to the increasing aging population and growing interest in dietary supplements to improve overall health.
The South America market for plant based protein supplements is projected to exhibit substantial growth owing to the growing popularity of healthy eating. According to a survey conducted by the leading nutrition company DuPont Nutrition & Biosciences, Colombia, Brazil and Argentina are leading the way in South America with 78%, 67%, and 65% consumers respectively showing interest in plant proteins. The market is further fuelled by the rising trend of flexitarian diets among millennials in the region. The growing popularity of on-the-go proteins among these individuals is expected to considerably drive the market growth in the upcoming years.
The market is still at the nascent stage in the Middle East and Africa region. Dairy proteins have been popular in the region. However, rising awareness regarding vegan and flexitarian diets has contributed to the recognition of plant proteins among consumers. The growing interest in consuming protein supplements to maintain health is expected to propel the market growth in the region in the forthcoming years.
Danone S.A. to Focus on Geographical Expansion to Strengthen Global Presence
Danone S.A. is focused on investing in geographically expanding its plant protein business to strengthen its position in the global market. For instance, in May 2020, the company introduced its sports nutrition brand Vega One in China. The brand range also includes plant protein series.
The market exhibits a moderately consolidated structure, dominated by large multinational companies. The key players such as Glanbia Plc, Kerry Group, and Roquette are focusing on strategic mergers, acquisitions, and partnerships to gain further a competitive edge that comes from such synergies.
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The market research report of plant based protein supplements provides a detailed analysis of the market and focuses on key aspects such as leading companies, product types, and leading distribution channels of the product. Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market over recent years.
An Infographic Representation of Plant Based Protein Supplements Market
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Value (USD Billion)
By Type, Distribution Channel, and Geography
By Distribution Channel
Fortune Business Insights says that the global market size was valued at USD 4.79 billion in 2019 and is projected to reach USD 7.08 billion by 2027.
In 2019, the North America market value stood at USD 2.29 billion.
Growing at a CAGR of 5.1%, the market will exhibit steady growth in the forecast period (2020-2027).
The soy-based protein supplements segment is expected to be the leading segment in this market during the forecast period.
Rising popularity of plant-based diets is the key factor driving the growth of the market.
Danone S.A., Glanbia Plc, and Roquette are the major players in the market.
North America dominated the market share in 2019.
Popularity of dietary supplements and plant-based diets are expected to drive product adoption, globally.
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