Consumer demand for protein is moving well beyond the gym, with women now accounting for more than half (51%) of those seeking to increase their protein intake, according to new research from Euromonitor International.
The findings, revealed at the inaugural Euromonitor Live: First Look conference, highlight a growing shift in consumer priorities as protein becomes increasingly associated with overall wellbeing and immunity rather than purely sports and fitness.
Citing the latest findings on consumer health insights and trends from Euromonitor International’s Passport knowledge hub, Matthew Oster, head of health, beauty & hygiene insights at Euromonitor International, said: “As consumers increasingly recognise the importance of protein in maintaining overall health, the supplement industry is witnessing a significant shift towards prevention and wellness, driven by growing demand from diverse consumer groups.”
Rising demand across global markets
Women are among several consumer groups influenced by this increased understanding of the benefits of protein beyond its traditional fitness association.
India’s protein supplement market has seen an 14 per cent year-on-year increase in demand, driven by high rates of protein deficiency, where a large proportion of the population follow vegetarian or vegan diets. In the US, protein supplementation has experienced a strong surge in demand as consumers face soaring protein costs due to inflation, especially in the case of eggs.
However, protein’s appeal for sports nutrition remains strong in markets such as South Korea, where the ready to drink protein marketplace is thriving due to a rise in both gym culture and general health consumption.
Beyond powders and bars
Protein claims are expanding into new food and drink categories, moving past supplements and traditional sports products. Snack bars and plant-based foods remain core carriers, but innovation is accelerating in protein-enriched beverages such as waters, juices, teas and coffees.
This year, launches such as Nestlé’s high-protein Milo Pro and Don’t Quit, a protein soda from Keurig Dr Pepper, illustrate the category’s broadening reach. Brands are also increasingly tailoring protein products to life stage and gender-specific needs, from supporting nutrition during GLP-1 usage to addressing menstrual health.
“We will continue to see growth in the protein product industry as opportunities emerge for product innovation that meets consumer health concerns and evolving demand,” Nick Stene, senior global insight manager for consumer health at Euromonitor International, said.
As protein’s role evolves from niche sports supplement to mainstream wellness essential, retailers have the chance to capture a broader and more diverse customer base by expanding their protein-rich product ranges across the store. For a deeper look at the fast-evolving protein category and the opportunities for retailers, see our feature on protein products, published in the September issue of Asian Trader.