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The Global RTD protein beverages market is driven by the increasing popularity of high-protein and low-carbohydrate diet. The appropriate amount of protein intake helps in the repair and growth of the human body. The health benefits offered by protein beverages, coupled with their rising demand in RTD forms due to convenience offered by them are anticipated to fuel the market growth of RTD protein beverages in forthcoming years. An adequate amount of protein intake helps in weight management, muscle gain, and offers various other health benefits.
The companies operating in the global RTD protein beverages market are well-focused on new product launches and innovation to increase market significance. For instance, in February 2020, Ascent, one of America’s leading sports nutrition company announced the launch of Recovery Water. The new product is a combination of high-quality protein and electrolytes to help the optimum recovery after a workout. The product is a water-based, gluten-free and soy-free RTD protein beverage. Furthermore, the convenience offered by RTD protein beverages to fulfill the RDA (Recommended Dietary Allowance) of the protein intake is anticipated to act as a fuelling agent in the growth of the market.
The numerous health benefits such as fat loss, anti-aging properties, and others associated with the consumption of an adequate amount of protein in the regular diet are anticipated to drive the global RTD protein beverages market. Increased demand for RTD protein beverages globally is driven by socio-economic changes such as rising incomes, rapidly escalating urbanization, and proliferating aging populations. The aforementioned factors are contributing to increased adoption of RTD protein beverages as healthy aging is increasingly recognized and recognition of the role of protein in a healthy diet is growing incredibly. The RTD protein beverages are the convenient and easiest source of protein consumption. The increasing vegetarian population all across the globe is fuelling the growth of plant-based RTD protein beverages. The prominent players operating in the market are focused on product innovations to attract the consumer base. For instance, in September 2019, Nutricia International Pvt. Ltd. (Danone India) has extended its product portfolio by the launch of Protinex Kesar Badam. The Protinex Kesar Badam is an RTD protein drink with the taste of delicious taste of Kesar and Badam. The long working hours and busy lifestyle of the population have dragged them to the consumption of quick fix for the whole meal such as RTD protein beverages. The increasing consumer switch to healthy and convenient food products is acting as a fuelling agent for the growth of nutrient-based beverages. Moreover, the rising demand for RTD protein beverages from the sportspersons and bodybuilders to enhance their health, muscle growth, and overall performance and endurance are expected to fuel the market growth.
Key Market Driver -
Increasing Awareness about the Nutritional Benefits of Protein in Regular Diet
Key Market Restraint -
High Price of the Product
The high price of RTD protein beverages is anticipated to restrain the market growth especially in developing countries where the per capita income is low. Moreover, the availability of other natural protein sources such as boiled egg, fish, milk, and others is projected to hamper market growth during the forecast period.
The prominent players operating in the global RTD protein beverages market are Arla Foods, Nestle S. A., Slimfast, PepsiCo, Inc., The Kellogg Company, Glanbia Plc., Halen Brands, Archer Daniel Midland Company, Danone, Abbott, and Others.
The animal source is expected to hold a significant share in the global RTD protein beverages market followed by the plant source. The increasing utilization of whey protein for the production of RTD protein beverages is anticipated to drive the animal-based protein market demand. The increasing number of RTD protein beverages containing whey protein is anticipated to act as a fueling agent for the segment’s growth. For instance, in April 2019, Arla Foods has expanded its product portfolio by the launch of Lacprodan Hydro Clear. The product is 100% whey protein hydrolysate solution which is specially developed for the preparation of RTD protein beverages. The new product is fat, lactose, and sugar-free and delivers optimized taste and long shelf life. Furthermore, the increasing vegan population in developed regions is anticipated to drive the plant-based RTD protein beverages significantly during the forecast period.
The hypermarkets/supermarkets are anticipated to hold a significant share in the distribution channel of RTD protein beverages followed by specialty stores and online retail stores. The special guidance offered by the specialty store keepers about the product consumption and benefits is anticipated to increase the sales of RTD protein beverages through specialty stores. The discounts offered by the online portals along with the doorstep delivery are anticipated to propel the e-commerce sales in forthcoming years.
North America is anticipated to hold a considerable share in the global RTD protein beverages market owing to the presence of prominent market players and easy product availability within the region. The well-established consumer base for the consumption of nutrient-based beverages is expected to fuel market growth. Furthermore, the high purchasing power of the population, coupled with the increasing number of RTD protein beverage manufacturers is anticipated to remain a favorable reason for the market growth in North America.
Aisa Pacific is expected to witness a significant share in the global RTD protein beverage market in forthcoming years. The high-profit margin associated with the production of RTD protein beverages is anticipated to expand the market in emerging countries such as India, China, and Japan. The rapid urbanization along with rising awareness about the consumption benefits of protein is expected to propel the market growth within the region. For instance, in February 2020, Nestle announced the launch of its new ‘Plant-Based Milo’ in the Australian market. The new product is lower in sugar compared to original Milo and offers a plant-based option, reduced-sugar, and extra protein versions. Moreover, the growing enthusiasm of the population in sports, gymming, and bodybuilding activities is expected to create ample growth opportunities for the RTD protein beverage market within the Asia Pacific in the foreseeable years.
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