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U.S. Protein Supplements Market Size, Share & Industry Analysis, By Product (Protein Powder, RTD, Protein Bars, and Others), By Source (Plant-Based and Animal-Based), and By Distribution Channel (Specialty Stores, Online Stores, and Others), and Country Forecast, 2024-2032

Last Updated: May 06, 2024 | Format: PDF | Report ID: FBI107171



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The U.S. protein supplements market size was valued at USD 9.00 billion in 2023 and is expected to grow from USD 9.88 billion in 2024 to USD 22.58 billion by 2032, exhibiting a CAGR of 10.88% during the forecast period.

The rising importance of leading an active lifestyle and increasing awareness about the health benefits of protein serve as major factors driving the market growth. Young athletes require protein as it helps lower cholesterol, reduce blood pressure, improve immunity, and build muscles. Therefore, the popularity of whey protein in sports nutrition for bodybuilders and athletes is rising. Rapid innovation in protein-based supplements helps increase millennials' demand for such supplements.

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, consumer behavior observed a steady shift toward health-improving products. The rising demand for dietary supplements led to increased sales of protein supplements. The rise in sales was due to rising consumer health awareness and efforts to boost immunity against the virus.

U.S. Protein Supplements Market Trends

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

Veganism has recorded a surge in popularity across the globe in recent years. Rising concerns over environmental sustainability and concerns regarding animal welfare have majorly contributed to the growth of plant-based protein supplements. Additionally, plant-based protein powders contain fiber, which helps in smoother digestion and promotes good gut bacteria. Therefore, it is considered a better substitute for animal-based protein.

North America is a major region in the global protein supplements market and the plant-based protein supplements industry. Therefore, the players are emphasizing the development of novel products to meet the increasing demand for plant-based supplements. For instance, in July 2022, Dymatize, a sports nutrition products 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. Such new product launches are expected to attract more consumers toward plant-based proteins, benefitting the market growth in the long run.

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U.S. Protein Supplements Market Growth Factors

Surging Demand for Sports Nutrition Supplements to Aid Market Augmentation

Protein is a significant macronutrient popular for its help in muscle growth 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, the demand for sports nutrition supplements, including protein supplements, is increasing across the U.S. protein supplements market. In addition, several players have developed protein-based sports nutrition products in bars, powders, and shakes 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 are driving the demand for ready-to-drink products. Lack of time, hectic schedules, urban lifestyles, and growing requirements for nutritional products lead 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 convenient products to 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.


Excessive Usage of Artificial Sweeteners in Products May 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. Sucrose and high-fructose corn syrup are two sugars that are widely used. 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, hindering the U.S. protein supplements market growth over the forecast period.

U.S. Protein Supplements Market Segmentation Analysis

By Product Analysis

Rising Number of Fitness Enthusiasts and Health-Conscious Consumers to Drive 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 dominant U.S. protein supplement market share. 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), in July 2021, the number of health clubs in the U.S. was recorded at 32,270. The powder also contains essential micronutrients that help build and tone muscles, reduce weight, 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 cater to the consumer 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.

The protein bars segment is expected to capture the second-highest market share after the protein powder segment. The popularity of protein bars among conventional consumers who are not gym goers or sportspeople has been growing in the last few years. Rising awareness about consuming adequate protein to maintain a healthy lifestyle and innovations in protein bars in terms of taste and texture are major factors further attracting consumers to protein bars.

With innovations in taste and flavors, various companies are providing protein bars similar to the taste of chocolates, and the acceptance of protein bars among consumers for all age groups is increasing.

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By Source Analysis

Higher Adoption of Animal-based Supplements Contributed to its Dominance

On the basis of source, the market is categorized into animal-based and plant-based.

The animal-based segment is expected to hold a dominant U.S. protein supplements market share. The most common animal-based 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 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 will positively drive the segment growth in the coming years.

The plant-based segment is expected to grow at the highest CAGR over the forecast period. The rising concerns over food safety, food allergies, and adopting veganism to end animal cruelty are the major drivers that 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

Availability of Branded Products to Propel Sales from Specialty Stores

Based on distribution channel, the market is categorized into specialty stores, online stores, and others.

The specialty stores segment is expected to hold a dominant market share with significant revenue of billions in 2022. 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 Omni channel 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.

The online distribution segment is expected to grow with the highest CAGR over the forecast period. Penetration of the internet and smartphones is expected to be beneficial for the growth of the online distribution of protein supplements through pharmacies and other specialty retailers. The presence of many new entrants in the e-commerce segment is expected to intensify the competition in the online distribution segment, which is expected to boost the market growth and cause the market to flourish in the next decade.

List of Key Companies in U.S. Protein Supplements Market

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

The interest in plant-based products and ingredients is gaining momentum and dominating the food and 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.



  • November 2023: A leading Finnish company operating in the U.S. market “Valio” unveiled its new milk protein concentrate, Valio Eila MPC 65. Valio’s experience in lactose-free protein development is expected to help manufacturers create healthier protein products with better taste and help meet the growing market needs.

  • October 2023: Tyson Foods, one of the most prominent names in the U.S. market, entered a partnership with Dutch insect protein player Protix to expand its business in the insect protein category.

  • May 2023: NewFish, a biochem company, entered a partnership agreement with Chicago-based “Socius Ingredients” to expand its business and start commercializing microalgae proteins targeting the nutrition market in the U.S.

  • February 2023: “Starco Brands”, a popular FMCG company operating in the U.S., acquired a complete nutrition brand “Soylent”. With this deal, Soylent would operate independently, while Starco Brands would lead it.

  • January 2023: Cargill and BASF announced the expansion of their feed enzymes development and distribution agreement. By combining the expertise of enzyme research and development of BASF with Cargill’s broad market reach, both companies would work on creating a joint innovation center for animal protein manufacturers.

  • October 2022: Optimum Nutrition (ON), a global leader in sports nutrition and part of Glanbia Performance Nutrition announced plant-based protein supplement, gold standard 100% plantprotein powder.


An Infographic Representation of U.S. Protein Supplements Market

To get information on various segments, share your queries with us

The U.S. protein supplements market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, products, sources, and distribution channels. Besides this, the report offers market insight data for the trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the market's growth over recent years.

Report Scope & Segmentation:



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 10.88% from 2024-2032


Value (USD Billion)


By Product

  • Protein Powder

  • RTD

  • Protein Bars

  • Others

By Source

  • Plant-based

  • Animal-based

By Distribution Channel

  • Specialty Stores

  • Online Stores

  • Others

Frequently Asked Questions

Fortune Business Insights says the market size was USD 9.00 billion in 2023.

The market is likely to grow at a CAGR of 10.88% over the forecast period (2024-2032)

During the forecast period, the protein powder segment is the leading segment in the market.

The rising demand for sports nutrition supplements and the increasing trend of on-the-go and RTD products are key factors expected to drive the market growth.

Nestle S.A., Abbott Laboratories, Herbalife Nutrition Ltd, PepsiCo Inc., and Mondelez International Inc. are some of the top players in the market.

The increasing demand for plant-based protein products is expected to drive the adoption of protein supplements in the U.S.

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