Protein supplements are one of the most popular dietary supplements among athletes, physically active adults, and soldiers looking to gain muscle mass, improve exercise recovery, and improve performance. When protein intake is insufficient, even with a positive nitrogen balance, maximal strength and lean mass gains are impossible to achieve. As a result, many people, particularly athletes, take protein supplements to meet the extra demands of training and/or competition. A higher protein intake is beneficial for muscle and strength development, so bodybuilders and other strength athletes frequently use protein supplements to meet their protein requirements.

Market Trends

Powdered protein supplements are convenient but unnecessary for the most

If an adult is in good health and considering supplementation, the goal should be to increase muscle mass, as recommended by major researchers who have focused on increasing muscle growth and strength. Regardless of their exercise routine, older adults may benefit from increasing protein slightly; however, for the majority of us, resistance training is more effective than simply supplementing with protein. Larger amounts merely add calories and can actually reduce muscle-building potential. As a result, consuming multiple scoops of protein powder at once is unlikely to be beneficial. Plant-based powders typically have less protein, but they should not be overlooked as an option. Rice and pea protein, for example, have been shown to stimulate muscle growth in the same way that whey, a milk-based protein known for its high quality and rapid absorption, does. As a result, increasing protein the old-fashioned way is no longer an option; taking a supplement can be both effective and convenient; however, the majority of the population does not require protein powder supplements.

Growth factors

Medical benefits associated with protein supplements positively impact the market growth

While losing weight, older adults should eat more protein-rich foods, according to the KAISER FAMILY FOUNDATION during these stressful times, our bodies process protein less efficiently, despite the fact that we need it to maintain muscle mass and strength, bone health, and other important physiological functions. Furthermore, a 2018 study found that over a 23-year period, more than 2,900 seniors who ate more protein were 30% less likely to become functionally impaired than those who ate the least amount. Furthermore, in 2013, an international group of physicians and nutrition experts recommended that healthy older adults consume 1 to 1.2 grams of protein per kilograms of body weight daily a 25 to 50% increase over the RDA. But apart from that, patients undergoing weight-loss surgery are advised to consume 60-80 grams of protein per day for the adjustable gastric band (AGB), vertical sleeve gastrectomy (VSG), and Roux-en-Y gastric bypass (RYGB). These recommendations are for people who do not have any complications (malabsorptive procedures alter digestion, thus causing the food to be poorly digested and incompletely absorbed). Those who have complications will have different protein requirements. There are no specific requirements for postoperative WLS patients who have complications. It is recommended that you consult with your surgeon and a dietitian to determine your protein needs and adequate protein intake.

Protein supplements among the health enhancers have gained significant attention in the global market

Protein is essential for athletic performance because it increases glycogen storage, reduces muscle soreness, and promotes muscle repair. People who engage in regular sport and exercise, such as training for a running or cycling event or lifting weights on a regular basis, may have slightly higher protein requirements than the general sedentary population in order to promote muscle tissue growth and repair. The American College of Sports Medicine (ACSM) recommends focusing on protein timing rather than total intake, ensuring high quality protein is consumed throughout the day (after key exercise sessions and every 3–5 hours over multiple meals, depending on requirements). In athletes who are in an energy deficit, such as team sport players trying to lose weight gained during the off season, consuming protein amounts at the high end, or slightly higher, than the recommendations may be beneficial in reducing muscle mass loss during weight loss.

Government involvement helps to identify counterfeit or illicit protein supplements among the ever-growing population

In Australia, supplements include vitamins, minerals, sports nutrition products such as protein powders, and other items that may improve nutrition and performance. Supplements in Australia may be classified as either food or medicine, depending on whether they meet the requirements outlined in the Food Standards Code or the Therapeutic Goods Act 1989. Any TGA-regulated product will have a 'AUST' number on the label. These products are regulated in proportion to their risk, are approved for supply in Australia, and are listed in the Australian Register of Therapeutic Goods (ARTG) as either registered medicines (AUST-R) or listed medicines (AUST-L) (AUST-L). All products that meet the criteria for a therapeutic good must be included in the ARTG before they can be legally supplied. In Australia, performance and image enhancing drugs are becoming more common. The TGA has not approved many of these products, while others have been approved as prescription-only medicines for specific uses. The TGA warns consumers not to use performance and image enhancing drugs unless they have been prescribed by a doctor.

Market Segmentation

The global protein supplements market is segmented based on source, product, application, and distribution channel. By source, the market is classified into animal-based and plant-based. Animal-based is further segmented as whey, casein, egg, and others. By plant-based, the market is segregated as soy, spirulina, pumpkin seed, and among others. Further, product is segmented as powder, bars, ready-to-drink (RTD), and others. By application, the market is bifurcated into sports nutrition and functional food. By distribution channel, the market is segmented as supermarkets, online stores, direct to customers (DTC), and others

Regional Overview

North America holds the dominating market share for the protein supplements market

North America has historically led the global protein supplements market in terms of market share, and this trend is expected to continue throughout the forecast period. Europe, on the other hand, will hold the second largest market share in the global protein supplement market. Aside from that, Asia Pacific is expected to have the fastest growing CAGR in the coming years.

Competitive Landscape

The prominent players involved in the global protein supplements market involve Glanbia plc, MusclePharm, Abbott Laboratories, CytoSport, Iovate Health Sciences International Inc., QuestNutrition, Nature's Bounty Co. (NBTY), NOW® Foods, Transparent Labs, and among others

Market Segmentation

Market By Source

Animal-based
Plant-based

Market By Product

Powder
Bars
Ready-to-Drink (RTD)
Others

Market By Application

Sports Nutrition
Functional Food

Market By Distribution Channel

Supermarkets
Online Stores
Direct to Customers (DTC)
Others

Market By Geography

North America
•    U.S.
•    Canada

Europe
•    U.K.
•    Germany
•    France
•    Spain
•    Rest of Europe

Asia-Pacific
•    China
•    Japan
•    India
•    Australia
•    South Korea
•    Rest of Asia-Pacific

Latin America
•    Brazil 
•    Mexico
•    Rest of Latin America

Middle East & Africa
•    GCC
•    South Africa
•    Rest of Middle East & Africa