This video synopsis was written with the help of Generative AI.
In our MegaTrends for 2025 and Beyond webinar, co-hosted with Nick Morgan from Nutrition Integrated, the spotlight was on the pivotal role of protein in performance nutrition.
Protein's significance extends beyond the performance space, influencing discussions on obesity, satiety, muscle health, and longevity. Its role in these areas underscores its broad appeal and essential nature in various health conversations.
While the U.S. is the most developed market for protein-enhanced products, it still holds significant growth potential. The market for protein-enhanced segments grew by about 7% last year, with protein ready-to-drink (RTD) products leading the growth due to their convenience and mainstream appeal. However, the appeal outside of the United States is growing, asl well.
A deep dive of the market in the U.S. by format shows protein ready-to-drink beverages (RTDs), are the largest and fastest-growing segment, driven by their convenience and broad consumer appeal. While the overall market for protein bars saw a slight decline, high-protein bars (those with 15 grams or more) experienced a 5% growth, indicating a preference for higher protein content.
The market for protein powders is substantial but underrepresented in measured markets, with a significant portion sold online. Different protein sources like whey, plant, and collagen each cater to specific health benefits and consumer needs.
Regardless of protein-fortified formats, the importance of taste, particularly in indulgent categories like protein bars and cookies, is significant. Successful products balance protein content with the expected taste and texture of traditional treats.
The trend of high growth in protein-fortified products underscored the dynamic nature of the sports and active nutrition category, highlighting growth opportunities and the importance of balancing nutritional benefits with consumer expectations for taste and convenience. As protein continues to play a crucial role in various performance and wellness conversations, its market presence and consumer demand are expected to grow further.
To learn more about how protein can fit within your product portfolio, contact us today.
