Protein Supplements Market Size, Share & Industry Analysis, By Source (Plant-Based {Soy, Rice, Wheat, and Others}, Animal-Based {Whey, Casein, Egg, and Others}, and Others), By Product (Protein Powder, RTD, Protein Bars, and Others), By Functionality (Performance and Recovery, Weight Management, General Health and Well-being, Medical Nutrition, and Others), By Distribution Channel (Supermarkets and Hypermarkets, Pharmacies/Drug Stores, Online Retail, and Others), and Regional Forecast, 2025-2032

The global protein supplements market size was USD 28.15 billion in 2024. The market is projected to grow from USD 30.14 billion in 2025 to USD 54.10 billion by 2032 at a CAGR of 8.72% during 2025-2032. North America dominated the protein supplements market with a market share of 37.09% in 2024.

Protein supplements are products which are consumed by people to fulfill their protein needs. These products are sold in both dry and liquid form and are popular among sportsmen, athletes and other people Furthermore, surging demand for protein bars, RTD, and powders among bodybuilders, elite athletes, and casual exercisers is anticipated to drive the market. The presence of a large number of brands, including Optimum Nutrition, Inc., Quest Nutrition, Bio-Engineered Supplements and Nutrition, Inc. (BSN), NOW Foods, United States Nutrition, Inc., and several others, is expected to further boost the global market growth.

Some of the prominent manufacturers of protein supplements operating globally include Glanbia Plc, RSP Nutrition, BRF, Muscle Pharm, and others.

MARKET DYNAMICS

MARKET DRIVERS

Augmented Demand for Sports Nutrition Supplements to Drive Market Growth

Sports nutrition involves the consumption of nutrients, such as vitamins, protein supplements, fats, carbohydrates, minerals, and organic substances. Sports nutritional products consist of beverages, protein supplements, and food targeted at strength & endurance athletes and bodybuilders to increase their overall performance, enhance stamina, promote muscle growth, and improve health. Protein is essential for supporting muscle repair, growth, muscle recovery during intense training sessions, and enhancing the overall performance of the athletes. Furthermore, the growing popularity of naturally-derived dairy-based ingredients due to increasing health concerns related to synthetic ingredients is expected to act as a factor driving the demand for protein supplements in the sports nutrition sector.   

Rising Consumer Awareness Concerning Health & Nutrition to Usher Innovation

Numerous awareness campaigns run by non-governmental organizations, government agencies, and companies have increased consumer understanding of the nutritious benefits of these products, which, in turn, is expected to fuel the protein supplements market growth. Moreover, the consumption of premium protein powders and bars is regarded as a symbol of one’s social status in many countries. Some companies engaged in producing nutritional supplements also include natural and organic products, which are further fueling the market. The use of attractive packaging techniques has increased consumer awareness, thereby triggering spending on protein & nutritional supplements. Furthermore, growing consumer awareness regarding the benefits of these products through advanced technology, such as virtual reality, can increase consumption and sales.

MARKET RESTRAINTS

High Cost of Production Due to Volatile Raw Material Prices Could Hamper Market Growth

Volatility in the prices of raw materials, including soybean and milk, due to demand and supply constraints, is projected to result in fluctuations in the prices of final products. Milk is the major raw material used for manufacturing whey and casein proteins. Milk can be compared to crude oil as it goes into refineries and emerges in the form of various products (whey concentrates, isolates, casein concentrates/isolates, cheese, yogurt, and milk powder), which are traded across the globe. Milk prices are expected to boom or crash depending on political and economic factors. Furthermore, the milk supply is subject to seasonal patterns. Specifically, the milk supply is greater during spring owing to the calving patterns of cows. Consumers also tend to have a seasonal pattern in terms of their consumption. For instance, the demand for fluid milk is maximum in the fall when the schools are back in session. The political scenario also has a considerable impact on price volatility.

MARKET OPPORTUNITIES

Growing Demand for Natural Ingredients in Products to Create Market Expansion Opportunity

Several studies have shown that the consumption of food products that contain harmful additives or colorants is harmful to the body. Therefore, products that are made of natural ingredients are gaining popularity among consumers. New natural ingredient-based packaged products can create an opportunity for manufacturers to attract such consumers.

Among various consumer groups, supplement consumption is gaining momentum among teenagers. As protein is a necessary ingredient required in the early growth period, the consumption of plant-based protein supplements to boost muscle growth and achieve a balanced meal has increased rapidly. Therefore, manufacturers have the opportunity to launch new products that are specifically targeted toward a particular consumer group and address the health requirements of that particular group.  

PROTEIN SUPPLEMENTS MARKET TRENDS

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Increasing Popularity of Plant-based Protein Products Fuels Market Growth

In recent years, the popularity of veganism has been on the rise globally, driven by growing concerns about environmental sustainability and animal welfare. This increasing interest in plant-based lifestyles has significantly impacted the demand for plant-based protein products. Notably, plant-based protein powders have gained traction due to their fiber content, which promotes smoother digestion and supports a healthy gut microbiome. As a result, plant-based protein powders are often considered a preferable substitute for animal-based protein.

The demand for plant-based protein products derived from ingredients such as soy, pea, and rice has increased substantially. Companies are focusing on developing innovative plant-based supplements to meet this growing demand. For example, in October 2022, Glanbia’s flagship sports nutrition brand, Optimum Nutrition, launched a new offering in the plant-based category - Gold Standard 100% Plant Protein powder, made with 100% vegan ingredients. The new formula is crafted with 24 grams of premium plant-based protein to fuel various fitness activities. In addition, personalized nutrition is becoming popular among consumers, and nutritionists may recommend nutrient consumption specifically catering to the consumer's needs. Hence, manufacturers have the opportunity to develop specifically tailored customized solutions and programs that meet individual needs.  

Impact of Tariff War

The ongoing trade war between China and the U.S. will have both short-term and long-term impacts on the trade of these products between these countries and the world. China and the U.S. are leading trading partners in various categories, which extend to these product categories as well. China is the largest exporting market for whey supplement producers in the U.S. The tariff war could lead to reduced exports of whey protein from the U.S. to China as the product process will be sharply increased for Chinese end users. In the U.S., as the manufacturers are unable to export their products to China, which is their leading importer, the market price of whey protein could decline due to high product availability, leading to reduced profit margins for its traders. The manufacturers can mitigate the risk by identifying potential markets in the European Union, Oceania, and South America and trading their products.

Segmentation Analysis

By Source

Animal-Based to Hold Largest Market Share Due to Increasing Expenditure on Research Pertaining to Human Health

By source, the market is divided into plant-based, animal-based, and others.

The demand for animal sourced products is holds highest market share owing to strong scientific evidence regarding the health benefits offered by them. Products such as whey protein are rich in nutritional and health values, which contribute to their popularity among consumers such as sports professionals and gym goers. For instance, whey proteins enhance immunity and nutritional status and help increase Glutathione (GSH) levels in cancer patients undergoing chemotherapy.

On the other hand, plant-based proteins, such as rice, pumpkin, and sunflower, are usually combined with other plant-based protein & sports supplements, such as pea or soy, to provide complete and balanced protein contents for the human body, together with the inclusion of all essential amino acids. Consumption of additive-free and 100% organic & natural soy and pea-based products among lactose-intolerant consumers is projected to drive the overall market demand. The manufacturers are conducting experimentation with different sources of protein to launch new products in the market.

By Product

Protein Powder Held Largest Market Share Owing to Growing Preference Toward Snacking Options

By product, the market is segmented into protein powder, RTD, protein bars, and others.

Protein powder emerged as the dominant product segment in 2024, accounting for 55.41% of the overall market revenue share. Strong online sales and mass distribution channels by various companies, including Glanbia, Nature's Bounty Co., and Iovate Health Sciences International Inc., are expected to fuel the demand for protein powders. Further, increasing demand for these powders from bodybuilders, elite athletes, and casual exercisers is anticipated to boost the protein powder segment growth. The presence of a large number of brands, including Optimum Nutrition, Quest Nutrition, Bio-Engineered Supplements and Nutrition, Inc., NOW Foods, Body Fortress, MusclePharm, Pure Protein, and MET-Rx, is also expected to contribute to the segment's growth.

The Ready-to-Drink (RTD) format segment is the second largest in the global market. RTD products provide convenience and individual consumption for the population with a busy lifestyle. The factors are projected to support the segment's growth during the forecast period.

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By Functionality

Performance and Recovery Leads Due to Increased Popularity of Such Products Among Athletes and Fitness Enthusiasts

The market is segmented by functionality into performance and recovery, weight management, general health and well-being, medical nutrition, and others.

Among these, the performance and recovery segment accounts for the highest market share, owing to the increased demand for such products among athletes and fitness enthusiasts. These products support muscle repair and growth, reduce soreness, and enhance strength and endurance.

Weight management is set to be another major segment during the forecast period. These products are available in convenient packaging solutions for consumers. They help consumers satiate their body's nutrition requirements while maintaining muscle mass and metabolism.

By Distribution Channel

Supermarkets and Hypermarkets Led Due to Convenience of Shopping and Availability of Multiple Brands

By distribution channel, the market is classified into supermarkets and hypermarkets, pharmacies/drug stores, online retail, and others.

Supermarkets and hypermarkets emerged as the dominant product segment in 2024. Major retailers in the U.S., including Walmart, are investing in private label varieties to promote the sale of protein products.

Moreover, the sale of protein products through retail channel is anticipated to grow slowly over the forecast period due to strong competition from other distribution channels, such as online stores and DTC channels.

PROTEIN SUPPLEMENTS MARKET REGIONAL OUTLOOK

Geographically, the market is studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

North America

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North America to Exhibit Highest Growth Due to Emerging Plant-Based Protein Industry

In terms of revenue, the North American market accounted for the major share in 2024 and is projected to witness significant growth over the forecast period. Functional foods and sports nutrition are the major distribution channel segments of the North American market. This can be attributed to the rising fitness awareness among consumers in the U.S., Canada, and Mexico, which is expected to drive the demand for functional food and beverages. Moreover, the growing health benefits of protein bars and shakes, coupled with millennials' increasing adoption of protein bars and cookies as a healthy snacking option, are expected to further propel the demand in the region.

In the U.S., the demand for protein supplement products is high owing to the presence of well-established manufacturers with aggressive marketing strategies to boost the products among consumers. Physicians also recommend protein supplements, as protein is essential for strength and immunity. As products are available in convenient packages such as powder, ready-to-drink beverages, and bars, the popularity is growing among young consumers.

Europe

Rising health awareness in Europe is also anticipated to augment the demand for functional foods over the next few years. The presence of major manufacturers, such as Glanbia plc, Bulk Powders Co., Ultimate Nutrition, Inc., and PowerBar Europe GmbH, in the region is expected to surge the demand for products.

Asia Pacific

The trend for on-the-go snacking options across developing economies, such as India and China, will fuel the demand for protein & nutrition supplements in Asia Pacific. Besides, a notable shift in consumer lifestyle could further foster the protein and nutrition supplement products market in the region over the forecast period.

South America

The market in South America is witnessing substantial growth, primarily fueled by the rising awareness of health and fitness trends. One notable trend in the region is the increasing demand for plant-based protein products. As consumers prioritize their well-being, they are actively seeking nutritional options to support their fitness goals.

Middle East & Africa

In the Middle East & Africa, consumers are displaying a growing inclination toward maintaining a healthy lifestyle and are actively seeking out nutritional products to enhance their fitness endeavors. Whey protein, renowned for its popularity among athletes and fitness enthusiasts, currently dominates the market in this region.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Companies Focus on Growth in Production Capacity to Meet Global Demand

The market is consolidated owing to the presence of a limited number of established and regional players. Key companies, such as Glanbia Plc, RSP Nutrition, BRF, and Muscle Pharm, are the prominent players in this market. These players are focusing on increasing their production capacity to meet the global demand.

Major Players in the Protein Supplements Market

Some of the leading manufacturers of such products globally include Glanbia Plc, RSP Nutrition, BRF, and Muscle Pharm. The market is fragmented, with the top 5 players accounting for around limited portion of the global protein supplements market share.

LIST OF KEY PROTEIN SUPPLEMENT COMPANIES PROFILED

• Glanbia Plc (Ireland)
• MusclePharm (U.S.)
• Abbott (U.S.)
• CytoSport, Inc. (U.S.)
• Quest Nutrition (U.S.)
• The Bountiful Company (U.S.)
• The Himalaya Drug Company (India)
• NOW Foods (U.S.)
• RSP Nutrition (U.S.)
• BPI Sports LLC (U.S.)

KEY INDUSTRY DEVELOPMENTS

• July 2024: Alpino Health Food, a leading company in India, launched 100% peanut-based protein powder in the market. The product is lactose-free and caters to health-conscious consumers.
• June 2024: Steadfast Nutrition launched new protein supplements in the Asian market. The new product categories include Whey Protein and LIV Raw, which provide the necessary protein and nutrition to fitness enthusiasts.
• December 2023: Centrum launched Multivitamin & Protein Powders in the Indian market, which are available in powder and gummy form.
• May 2023: Arla Foods Ingredients launched a product that increases the protein content of juice-style Oral Nutrition Supplements (ONS) for medical nutrition to 7% without compromising mouthfeel or taste.
• April 2023: The U.K.'s premium sports supplement brand, Genetic Nutrition, launched its high-quality health and wellness segment in India. The brand's range of supplements includes protein powders, amino acids, and vitamins formulated using best-in-class ingredients for maximum effectiveness and is now available in the Indian market.
• September 2022: Tata Consumer Products entered the health supplements segment by launching a plant-based protein powder. Tata GoFit, a health supplement range for women, is a plant-based, easy-to-mix product formulated with the goodness of gut-friendly probiotics.
• August 2022: Optimum Nutrition, one of the leading companies in sports nutrition, announced the launch of its new Gold Standard Protein Shake. The new, versatile drink option provides Optimum Nutrition's standard of delicious, designed to delight in chocolate and vanilla flavors, and formulated with 24 grams of protein per serving.

REPORT COVERAGE

The global protein supplements market report provides qualitative and quantitative insights into the market. It also offers a detailed analysis of the market size and growth rate for all possible segments in the market. Various key insights presented in the report are an overview of related markets, recent industry developments, global protein supplements market trends, recent developments such as mergers & acquisitions, the regulatory scenario in critical countries, and key protein supplements industry trends.

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Report Scope & Segmentation