U.S. Protein Supplements Market Size, Share & COVID-19 Impact Analysis, By Product (Protein Powder, RTD, Protein Bars, and Others), By Source (Plant-based and Animal-based), By Distribution Channel (Specialty Retailers, Online Stores, and Others), and Country Forecast, 2022-2029

The U.S. protein supplements market size was valued at USD 7.70 billion in 2021 and is projected to grow from USD 8.29 billion in 2022 to USD 16.41 billion by 2029, exhibiting a CAGR of 10.26% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with protein supplements experiencing higher-than-anticipated demand across the country compared to pre-pandemic levels. Based on our analysis, the U.S. protein supplements market exhibited a higher growth of 10.53% in 2020 as compared to 2019. 

The rising importance of leading an active lifestyle and increasing awareness about the health benefits of protein serve as major factors for the market growth of protein type of supplements. Young athletes require protein as they offer various health benefits such as lowering cholesterol, reducing blood pressure, improving immunity, and building muscles. Therefore, the popularity of whey proteins as sports nutrition for bodybuilders and athletes is rising. Rapid innovation in protein-based supplements helps increase millennials' demand for such supplements.

COVID-19 IMPACT

Increased Consumption of Protein Supplements Propelled Industry Growth Amid COVID-19

The COVID-19 pandemic positively impacted the U.S. market. Since the beginning of the outbreak, there has been a shift toward health and nutrition products. The pandemic intensified protein consumption to strengthen the immune system. Additionally, the buyer behavior observed a steady shift toward health-improving products. Furthermore, the rising demand for dietary supplements led to increased sales of protein supplements. According to the Nutrition Business Journal, sales of dietary supplements in the U.S. was reported at USD 3.4 billion in 2019, and by the end of 2020, the sales jumped to USD 6 billion. Furthermore, online sales of all supplements, including protein supplements, vitamins, and others grew from USD 5 billion in 2019 to USD 8.4 billion in 2020. The rise in sales was due to rising consumer health awareness and efforts to boost immunity against the virus.

LATEST TRENDS

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Increasing Demand for Plant-based Protein Products to Drive Market Expansion

Veganism has been experiencing a surge in popularity across the world in recent years. Rising concerns over environmental sustainability and concerns regarding animal welfare have majorly contributed to the growth of plant-based protein products. Additionally, plant-based protein powders contain fiber, which helps in smoother digestion and promotes good gut bacteria. Therefore, it is considered as a better substitute for animal based protein. The protein products derived from plant-based ingredients, including soy, pea, and rice are popular in the U.S. market, and their demand is increasing continuously. Therefore, the players are emphasizing on developing novel products to meet the increasing demand for plant-based supplements. For instance, in July 2022, Dymatize, a sports supplement brand owned by Post Holdings, Inc., launched plant-based protein powders. The new protein powder is vegan and plant-based, delivering high-quality protein pre-or post-workout. The protein powder is available in creamy chocolate and smooth vanilla flavors. The new protein blend offers a unique and versatile taste, mixing easily in water, smoothies, and other recipes.

DRIVING FACTORS

Surging Demand for Sports Nutrition Supplements to Aid Market Augmentation

Protein is a significant macronutrient popular for its help in muscle buildup and improves stamina and recovery. Thus, athletes, bodybuilders, and fitness enthusiasts opt for protein products for better results and wellness. According to the Council of Responsible Nutrition (CRN) on Consumer Survey, 2019, around 77% of Americans consume dietary supplements, out of which U.S. residents consume 28% of sports nutrition supplements. Various sports nutritional supplements include protein-based beverages, powders, drinks, bars, and shakes targeted to stimulate muscle growth, help with appetite control, and sustain overall good health. As consumers focus on fitness and body-building, sports nutrition supplements, including protein supplements are increasing across the U.S. market. In addition, several players develop protein-based sports nutrition products in bars, powders, and shakes form with consumer-oriented flavors. For instance, in June 2022, Kellogg, an American multinational food manufacturing company, expanded its Special K portfolio by launching new flavored protein snack bars in the U.S. The new products are available in berry vanilla and brownie sundae flavors and contain 6 gm of protein and 90 calories per bar.

Increasing Trend of On-the-Go/Ready-to-Drink (RTD) Products to Contribute to Market Proliferation

The evolving consumer preferences coupled with the rising demand for convenience foods is driving the demand for ready-to-drink products. Lack of time, hectic schedules, urban lifestyles, and growing requirements for nutritional products led to an increased demand for healthy meal options. Therefore, several protein-enriched products, such as bars and RTD/ready to drink beverages, have emerged as meal replacement options for people. Several players are tapping such opportunities and developing products that are convenient and provide adequate nutrition. For instance, in April 2022, Atkins Nutritionals, Inc., a brand offering low-carbohydrate bars, shakes, and snacks, launched two new snack bars and an RTD protein shake. The company launched an iced chai latte RTD protein shake with 15 gm of protein, 3 gm of net carbs, and 1 gm of sugar. The new product provides an on-the-go meal option fortified with proteins.

RESTRAINING FACTORS 

Excessive Usage of Artificial Sweeteners in Product will Hinder Market Expansion

Sugar has become an inseparable part of various food products. The high usage of artificial sweeteners in the preparation of protein products such as shakes, powders, and bars has caused significant health concerns among consumers. Majorly, sucrose and high-fructose corn syrup are widely used sugars. Excess dietary sugar consumption may lead to health risks such as obesity and diabetes. Sugar intake is a major public health problem, and supplements with such artificial sugars are usually avoided by health-conscious consumers leading to hindrances in the U.S. protein supplements market growth.

SEGMENTATION

By Product

Rising Number of Fitness Enthusiasts and Health-Conscious Consumers Urging the Demand for Protein Powders

Based on product, the market is segmented into protein powder, Ready-to-Drink (RTD), protein bars, and others.

The protein powder segment is expected to hold a significant share of the U.S. market. The increased number of fitness-enthusiastic youths and elite athletes across the U.S. propelled the rise in the number of health clubs and gyms. According to the International Health, Racquet & Sportsclub Association (IHRSA), there are about 32,270 health clubs in the U.S. as of July 1, 2021. The powder also contains essential micronutrients which help in building and toning muscles, weight reduction, and repair tissues. Furthermore, the availability of protein powders in various flavors also propels the demand for the product. The companies also introduce products with innovative flavors to serve consumers' demand. For instance, in November 2022, Optimum Nutrition, a subsidiary of Glanbia Plc., launched plant protein powder with two delicious flavors. The new product is a 100% plant protein powder specially designed for athletes and active individuals. The product is flavored with rich chocolate fudge and creamy vanilla flavors.

By Source

Higher Adoption of Animal-based Supplements Contributed in its Dominance

On the basis of source, the market is categorized into animal-based and plant-based. Animal-based segment is expected to hold a significant market share of the market. The most common animal-based protein supplements are made up of whey or casein (milk-based), collagen, or egg. Animal-based protein powder tends to blend easier than plant protein, and thus has wide applications in sports and nutrition segments. The product is increasingly used in the supplements market due to its strong amino profile, which helps users build muscles and increase metabolism more than plant-based supplements. The rising fitness concern among adult consumers positively impacts segment growth in the coming years.

The plant-based segment is expected to grow at a high CAGR in the forecast period. The rising concerns over food safety, food allergies, and adopting veganism to end animal cruelty are the major drivers to propel the demand for plant-based protein supplements. Furthermore, the growing prevalence of lactose allergies and intolerance has also boosted the demand for plant-based protein products.

By Distribution Channel Analysis

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Availability of Branded Products to Propel the Sales from Specialized Retail Stores

Based on distribution channel, the market is categorized into specialty retailers, online stores, and others. The specialty retailers segment is expected to hold a significant market share of the market. Walgreens Co, providing a wide range of pharmacy and healthcare services in the U.S., is an ideal example of a specialized pharmacy retail store. Walgreens provides an omnichannel experience and offers private-label brands. It also helps consumers choose the right product according to their health and diet requirements, which helps build a strong relationship among the retailers and consumers and propel the segment's growth.

COUNTRY INSIGHTS

Consumers in the U.S. tend to purchase supplements such as powders, drinks, bars, and others as they help in weight management. Obesity has been a significant issue for people in the U.S. According to a report, State of Obesity 2022, four in ten American adults have obesity issues, and the obesity rates continue to rise within the population. People with obesity are expected to have health problems such as high blood pressure and cholesterol; thus, people lean more toward healthy foods. Moreover, protein products are the most popular among athletes, diet-conscious adults, and the young generation. The increasing demand for convenient, on-the-go, and protein-enriched snack foods also is fueling the market in the country. For instance, in December 2022, Mars, Incorporated, an American multinational manufacturer of confectionery and other food products, joined the performance nutrition category with the launch of ‘Hi Protein Bars’ under its brand Snickers. The new product is a performance nutrition bar containing 20 grams of protein. The product is ideal for consumption after a workout or as a delicious snack.

KEY INDUSTRY PLAYERS

Growing Consumer Awareness for High-Protein Products Encourage Companies to Expand Product Portfolio

The interest in plant-based products and ingredients is gaining momentum and dominating the food & beverage trends. The rise in flexitarian population is mainly due to consumers' willingness to stop or reduce meat consumption. Furthermore, consumers look for protein supplements from non-animal sources. Thus, the food manufacturers boost their product portfolios by developing products such as snacks, on-the-go foods, and drinks with plant-derived protein sources. For instance, in December 2020, Ingredion Incorporated, an American multinational ingredient provider, launched a pea protein isolate. The new product was launched to meet the increasing consumer demand for high-protein products. The new product contains 80% protein and helps manufacturers to make ‘high-in-protein’ front-pack claimed products. The new protein isolate could be used in various applications such as nutrition and sports bars, ready-to-drink beverages, and meat and dairy-alternative products.

LIST OF KEY COMPANIES PROFILED: 

• Abbott Laboratories (U.S.)


• General Nutrition Centers, Inc. (U.S.)


• Glanbia Plc (U.S.)


• Herbalife Nutrition Ltd (U.S.)


• Kellogg Company (U.S.)


• Mondelez International (U.S.)


• PepsiCo Inc. (U.S.)


• Post Holdings Inc. (U.S.)


• The Beachbody Company (U.S.)


• The Simply Good Foods Company (U.S.)

KEY INDUSTRY DEVELOPMENTS: 

• November 2022: Glanbia Nutritionals, a global nutrition company, launched FerriUp, a new whey protein                concentrate. The new product is formulated for active women who may experience depleted iron and energy levels. The new product is a whey protein concentrate that contains 80% protein, lactoferrin, and vitamin B12. The product is ideal for ready-to-mix powders and bars.


• September 2022: General Nutrition Center Holdings, LLC., a U.S.-based retail company, partnered with REDCON1 MRE, an American supplement brand, to launch supplements, including over 40 products and the new Cookies & Cream flavor. The products are available in MRE bars and RTD forms.


• July 2022: RXBAR, a subsidiary of Kellogg Co., launched a breakfast protein bar line with the launch of RXBAR A.M. The new product is supposed to be consumed as a morning snack for breakfast. The new product contains 10 grams of protein per serving and is manufactured using less than 10 ingredients. The A.M. bars are available in honey cinnamon peanut butter, chocolate, and blueberry flavors.


• June 2022: Mondelēz International, an American multinational confectionery, food, beverage, and snack food company, acquired Clif Bar & Company, an American company offering energy foods and drinks. The company acquired leading brands such as CLIF, LUNA, and CLIF Kid at a value of USD 2.9 billion. The acquisition helped the company expand the global snack bar business to more than USD 1 billion, advance its strategy, and increase the market potential of its brands Perfect Snacks in the U.S. and Grenade in the U.K.


• April 2022: MusclePharm, one of the leading global sports nutrition and lifestyle companies, forayed into the ready-to-drink protein category. The company launched its new whey protein drink line under its leading MusclePharm brand. The new product contains 20g of protein, is sugar-free, and is available in various flavors.

REPORT COVERAGE

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The research report provides qualitative and quantitative insights into the market along with a detailed analysis of the U.S. protein supplements market share, size, market segmentation, and growth rate for all possible segments in the market. The report also provides an elaborative industry analysis of the U.S. market. The report provides various key insights, the overview of related markets, market dynamics, SWOT analysis, recent industry developments such as mergers & acquisitions, the regulatory scenario in key countries, key market trends, and the competitive landscape.

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