The Scope of Protein Powder Industry and Its Target Market

July 18, 2022

While many consumers turn to supermarkets when they are looking for a protein shake, a lack of healthy options can be a problem. Protein products are increasingly popular, and even Walmart is getting into the act. The retailer is investing in private label varieties to encourage the purchase of protein products. With intense competition, the retail sale of protein products is expected to grow slower. Other distribution channels include online stores and direct-to-consumer (DTC) channels.

Optimum Nutrition

Optimum Nutrition has entered the protein powder supplement market with various products. These products are available across different regions and sold through various retail outlets. The industry has a high-profit margin and is sustainable. Australian Sports Nutrition, for example, operates over 32 stores in Australia. It is also available online for delivery, with most students opting for online purchases over retail stores.


Online stores have become the most extensive distribution channels for protein supplements. Online stores are the most crucial channel for these products and will account for over 30% of revenue in 2021. Online retailers offer an extensive range of protein products at lower prices than brick-and-mortar stores. Increasing numbers of supermarkets will also support the product's sales.


In Taiwan, five million people play sports. More than thirty percent of these individuals consume protein, even higher in younger adults. The industry is poised for explosive growth, with more people embracing protein benefits. But the company's recent brand names may hurt the market.


With its popularity, the Optimum Nutrition brand has a broad market penetration. Its product occupies the second position in the market. However, the female audience is growing. Optimum Nutrition should consider catering to this market segment and introduce new flavors that appeal to female consumers. Its marketing plan will also provide strategies to increase the brand's appeal and grow the company's market share.

Quest Nutrition


The Quest Nutrition protein powder industry is consolidated with several key players. Major companies, such as Glanbia Plc, RSP Nutrition, Muscle Pharm, and BRF Nutrition, are increasingly focusing on direct-to-consumer marketing. They are developing specialized, user-friendly websites without relying on third-party distribution channels. In addition, more retailers such as pharmacies, fitness centers, and small-scale retailers are providing more shelf space for protein supplements.


The company has established a strong brand among consumers with a mix of male and female consumers. Approximately half of its consumer base is younger than 35 years old and leads an active lifestyle. Although consumer segments differ in their ages and socioeconomic status, many are educated. They typically purchase Quest products for on-the-go meal replacements and daily nutrition.


The acquisition of Quest has helped Good Foods realize an immediate 50% increase in annual sales. However, Quest's sales still largely stem from its core protein bar. Simply Good Foods has built a strong presence in the healthy snack market by selling Simply Protein and Atkins. In contrast, Quest's brand is stronger among younger urban consumers, whereas Atkins' name appeals more to the older suburban population.


The Quest brand name is synonymous with high-protein snacks. The company was established in California in 2010 and has been named the second fastest-growing private company in the United States. In 2014, Quest was worth $1 billion, and its three-year growth rate was 57,000%. In 2015, Quest secured a minority stake from private equity firm VMG Partners. By 2016, the company had accumulated revenues of $300 million.




The global Glucosamine protein powder industry is primarily driven by Europe, where the rate of osteoarthritis is very high (up to 15% of the population aged 60 years or older). As a result, Europeans are already aware of the benefits of health supplements, especially those aimed at joint and bone health. However, the US market is still largely untapped, with only a small number of established companies in the industry.


The increasing demand for the product essentially drives the Glucosamine protein powder industry. The growth in the number of consumers looking for joint health supplements has resulted in new product innovations. For example, vegetarian glucosamine was launched by Ethical Naturals. Other key players include Rousselot and Horphag Research, which market marine pine bark and collagen.


While glucosamine has fundamental properties, it is often combined with other ingredients to increase the benefits of the finished product. However, this process results in lower concentrations of the active ingredient and lower demand. Therefore, the Glucosamine protein powder industry and its target market comprise three broad segments:


The Glucosamine protein powder industry is segmented by its end-use, which includes health supplements, pet food additives, and cosmetics. Glucosamine is a supplement for various ailments, such as osteoarthritis and arthritis. It is also used in pet food and is added to dog food to support joint health. The product's popularity is highest in European countries, where some government health plans reimburse it and are subsidized by certain insurers.


Branched-chain amino acids


The growing popularity of health supplements has also led to the development of the branched-chain amino acids supplement market. Branched-chain amino acids are gaining ground in the Asian Pacific, Middle East, and Latin American regions. While their high nutritional value is still controversial, the growing demand has increased the focus on quality control. The product range of branched-chain amino acids includes products that provide essential amino acids in a plant-based form.


Plant-based products offer the versatility of a range of amino acid compositions and are often used in protein blends as a substitute for animal proteins. Some plant-based products even mimic animal-based proteins, including whey protein. However, their practical nutritional application is hindered by the lack of purified plant ingredients available in the market. Thus, the industry must develop products free from artificial additives and preservatives.


Other plant-based protein powders include pea, hempseedhemp seeded brown rice, and soy-based products. Vegetable proteins are good for energy, muscle-building, and losing body fat. Another beneficial protein source for people is whey, obtained from cows fed on grass. Whey should also be free of genetically modified organisms and artificial ingredients. Also, the whey should not be processed. Similarly, whey protein isolate is a form of whey that contains denatured proteins.


There is considerable research to support the benefits of branched-chain amino acids for muscle building. A recent study concluded that foods' branched-chain amino acid content contains high amounts of BCAAs. Earlier studies have linked certain amino acids with cardiovascular mortality. Hence, the protein powder industry and its target market have been growing steadily since its creation.


Plant-based protein

This report analyzes the global Plant-based protein powder market based on various factors. The data includes historic and forecast data of the worldwide market, revenue, and volume of this industry. It also provides insights into the competitive landscape by providing qualitative and quantitative analyses of each type. Moreover, the report outlines the key strategies that leading players in the industry have adopted. This report also identifies the key trends and opportunities prevailing in this market across various regions.


To analyze the market size, this research report includes the competitive landscape, key trends, and factors influencing the industry. It also provides the PESTEL (Potassium Sulfate of Ethylenediamine Hydrochloride), Porter's Five Forces Analysis (PESTEL), and value chain analysis, which aims to predict the future growth of the industry.


The report covers the global Plant-Based Protein Powder industry and provides critical statistics and guidance for companies and individual market players. It also focuses on the competitive landscape and provides a comprehensive supply chain analysis. It includes an organized mention of the significant market trends, the advantages and disadvantages of direct and indirect sales channels, and key players. The report also highlights the key drivers and challenges in this market and identifies the key growth segments and the companies operating within them.


During the forecast period, the North American region is expected to be the largest region in the global Plant-Based Protein Powder market. This region is home to several major manufacturers of the product. The availability of raw materials also supports its growth.

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