Report Preview: Protein Powders Move Mainstream, Driven by Plant Power

Trends pushing protein powders to a greater audience than ever before...
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This report looks at the trends which are pushing protein powders, once firmly the preserve of serious athletes and body builders, into growing a much greater audience than ever before. The rise of plant proteins plays a key role in the process.

Quick facts:

  • Whey protein, a by-product from cheese making, is still one of the premier proteins of the sports nutrition market, alongside casein. However, plant-based formulas – representing 15% of products available across 20 countries – are becoming increasingly popular.
  • The high protein trend has propelled protein powders into the mass market, and mainstream consumers have a whole range of health goals besides gaining muscle. 62% of the protein powders captured by our research made some kind of health claim, with wellbeing, weight loss and digestibility featuring among the top ten.
  • Sweden, France, the USA and Germany are in the lead in terms of plant-based protein powder uptake. China, Taiwan, Poland, Mexico and Brazil are among the markets where the trend towards vegan protein powders appears to be least well developed.

Report preview: Page 19 of 37

Plant Protein report preview


  • An Increasingly Complex Terrain
  • Online Engagement
  • Shift to Plant Proteins
  • Clean Label & Free From
  • Botanicals & Probiotics
  • Future Focus

How to access this report

This report is available to subscribers of Lumina Intelligence Sports Nutrition. To hear more about Lumina Intelligence Sports Nutrition, and for subscription enquiries, please contact our team on +44(0)1293 846 699 or by email at To request a demonstration of Lumina Intelligence Sports Nutrition, please fill out a request a demo form.

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