The global protein powder market has been experiencing significant growth in recent years, with consumers increasingly focused on maintaining their physical health and fitness. Social media platforms have played a major role in this trend, as celebrities and fitness models promote healthy lifestyles and inspire individuals to take up sports activities and gym memberships. As a result, the health club sector in the U.S. alone was valued at $32.3 billion in 2018, indicating a growth of 2.8% from the previous year, according to the International Health, Racquet & Sportsclub Association (IHRSA).
Protein supplements/powders have become an essential part of many people's daily fitness routines. Gym goers often consume protein powders to help them lose or gain weight, maintain overall fitness, and tone muscles. Proteins are essential macronutrients that help build muscles, create enzymes and hormones, and repair tissues. Protein powders are mostly derived from dairy, eggs, soy, rice, or peas and are consumed by individuals looking to lose weight or meet their daily macronutrient targets.
The global protein powder market is estimated to reach a valuation of $30.5 billion by 2027, indicating a positive growth trend. Protein powders are available in various categories, depending on their source. Some common types of protein powders include whey protein, soy protein, and plant-based protein powder. Among these, whey protein is the most consumed protein powder as it improves physical performance and strength, making it popular in sports nutrition applications.
Whey protein is a soluble protein that is easily digestible and absorbed by the body. It contains around nine essential amino acids that are required for protein synthesis and muscle repair. Animal-sourced proteins such as egg and fish-based protein powders are also popular worldwide, as many countries have a small share of vegan population. These ingredients are ideal for animal nutrition applications, owing to the high nourishment requirements of livestock like swine, poultry, and equine.
However, certain studies have warned against excessive consumption of whey protein by humans. Protein supplementation should only be taken as a short-term solution to meet training requirements and not as a long-term replacement for healthy eating habits, according to a 2019 study by the Louisville School of Medicine. A 2020 Harvard School of Medicine study also stated that protein supplements may contain additives, flavors, sugars, and other chemicals that are not regulated in most countries. Many companies add artificial sweeteners and additives to their protein powders to cut production costs and make their products taste better than those offered by competitors. Overuse of whey protein can lead to side effects like bloating and gas, mostly with individuals that have poor digestion or lactose intolerance.
Plant-based proteins are steadily gaining acceptance by consumers who face issues with whey protein, as it is speculated that milk sugar found in whey protein mainly contributes to side effects like flatulence and painful bloating in people with food sensitivities. Plant-based protein powders are easily digested, absorbed, and eliminated, and they support higher protein absorption capability, which helps with growth and maintenance of lean muscle mass. According to Raw Sport, nearly 70% of its customers are willing to exclude dairy from their diets, indicating significant future potential for plant-based protein powder in sports nutrition.
Factors like increasing awareness regarding the benefits of plant-based alternatives, rising demand for protein supplements that promote health and well-being, and adoption of vegan diet as a means of endorsing animal welfare will boost the production and sale of plant-based protein powder over the coming years.
Furthermore, the market growth is also driven by the increasing demand for protein powder products in emerging markets. As the global economy continues to grow, consumers in developing countries are becoming more health-conscious and willing to spend on health and wellness products. This has led to an increase in demand for protein powder products in countries such as China, India, Brazil, and Mexico.
In addition, the COVID-19 pandemic has also had a significant impact on the protein powder market. With the pandemic, there has been a growing emphasis on building immunity and staying healthy, which has led to an increase in the consumption of health and wellness products, including protein powders. Moreover, with gyms and fitness centers closed in many countries during the pandemic, people have been increasingly working out at home and consuming protein supplements to maintain their fitness levels.
Looking ahead, the future of the protein powder market appears bright, with many opportunities for growth and expansion. As more consumers turn to plant-based protein powders, companies are investing in research and development to create new products that cater to this trend. In addition, the use of blockchain technology and other advanced manufacturing techniques is expected to improve the efficiency and sustainability of the protein powder industry, which will help to boost its growth and profitability.
In conclusion, the global protein powder market is expected to continue growing in the coming years, driven by factors such as the increasing focus on health and wellness, the rise of plant-based protein powders, and the expanding demand in emerging markets. As companies continue to innovate and invest in new products and technologies, the protein powder market is likely to remain a key player in the global health and wellness industry.