Report Preview: Animal Proteins Still Rule in Sports Nutrition Protein Powders

Whey protein

This report examines some of the major trends and opportunities that are shaping the future of the sports nutrition protein powder category, with special emphasis on the impact of consumer online engagement. Lumina analysis shows that whilst whey is still the primary protein source found in protein powders, other sources are expected to become more prominent, as the health benefits consumers are looking for change.

Quick facts:

Focus of the report

A state of the nation report on protein powders. Animal based protein powders still get the most engagement in the protein category, with the majority of this coming from whey.


Highlights include

  • List of the highest engagement protein powders worldwide.
  • Joint health positions itself as the highest engagement health benefit in protein powder, thus key ingredients stand out as front runners in the trend, opening up cross-overs with new markets.
  • Despite gluten being the most common free-from label worldwide, in South Korea, sugar becomes the most common free-from claim.
  • As 16% of top selling protein powders now make an ethical claim, countries such as the UK stand out for their high rates of use – with that, claims such as grass-fed whey are becoming more important.
  • Aminogen (an enzyme) is the most common proprietary ingredient in protein powders.


Key topics

  • Key trends in clean, free-from and ethical labelling
  • Health benefits and how consumers are engaging
  • Flavour trends
  • Innovations
  • Future focus, trends for the future

Report preview: Page 5 of 53

Report pewview animal protein


  • The Dominance of Animal Protein
  • Online Engagement
  • Clean Label, Free From, Sustainable & Ethical
  • Health Benefits
  • Flavour Trends
  • Innovations
  • 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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