Since the COVID pandemic, consumers have become increasingly health-conscious, paying greater attention to weight management, muscle gain, and overall well-being.

Currently, milk-based protein powders account for 70% of the protein supplement market. However, plant-based proteins are steadily gaining market share.

This shift is largely driven by the growing popularity of vegetarian and vegan diets, as well as by consumers who are more environmentally aware and concerned about animal welfare. As a result, plant-based protein powders such as French soy, pea, hemp, and brown rice proteins are on the rise.

Key consumer motivations for choosing milk proteins include:

• High-quality amino acid profiles

• Excellent digestibility

• Proven effectiveness in supporting muscle gain and weight loss

• The satiating effect of casein due to its slow absorption, which is beneficial for weight and calorie control

• The rapid absorption of whey protein, ideal for post-workout muscle recovery

There is also increasing demand for premium products—organic, GMO-free, and formulated with bioavailable amino acids.

Protein Market Trends in 2025

The animal and plant-based protein powder market is becoming more specialized, with products tailored to specific age groups and nutritional needs:

• Health-related needs (immunity, cardiovascular health, neuro-nutrition, gut health, etc.)

• Sports and fitness

• Women’s health

In 2025 and beyond, the protein market is expected to continue its steady growth, with rising demand for plant-based protein powders that are both easily digestible and highly bioavailable.

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