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