Since the COVID period, consumers have become even more conscious of their health, weight management, muscle gain, and overall well-being.
To date, dairy protein powders account for 70% of the protein supplement market. However, plant-based proteins are seeing their market share grow.
Indeed, the growing interest in vegetarian and vegan diets, alongside consumers who are more conscious of the environment and animal welfare, is driving the market for plant-based protein powders such as French soy, pea, hemp, and brown rice proteins.
Consumer Motivations for Dairy Proteins
- the quality of their amino acid profile
- their digestibility
- their proven effects on muscle mass gain and weight loss
- the satiating effect of casein due to its slow absorption, which is advantageous for weight management and calorie control
- the rapid assimilation of whey for athletes aimed at muscle recovery
There is also a demand for premium, organic-certified products formulated with bioavailable amino acids and non-GMO.
Protein Market Trends in 2025
The animal and plant protein powder market is specializing to address specific age groups and nutritional needs:
- health-related needs (immunity, cardiovascular, neuronutrition, gut health...)
- fitness and sports nutrition
- women's health
In 2025 and the years ahead, the protein market is steadily expanding, driven by an increasing demand for digestible and readily assimilated plant-based protein powders.
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