Protein supplements and fortified foods and drinks have become a staple not just for athletes, but also everyday Americans who recognize the value of increased protein intake.

According to Grand View Research, the global protein supplements market was valued at $5.83 billion in 2022, and is expected to grow at a compound annual growth rate (CAGR) of 8% between 2023 and 2030.

The company predicted that a shift toward novel plant-protein sources and increased demand for muscle-recovery supplements will be the biggest growth drivers. Products with sustainability, animal-free, and non-GMO product claims will also over-index in growth, the company projected.

Animal-based proteins, mainly from whey, casein, collagen, and egg, comprised 61.1% of the protein supplements market, and continued growth will be driven by ongoing improvements to protein density and recognition of health benefits, according to Grand View Research.

HealthFocus highlighted a growing segment of “next-gen protein consumers,” identified as those who are very particular about the sources of protein they consume and find “high protein” to be extremely important on labels. These consumers are proactive about health and wellness, are focused on transparency and understanding more about where their food comes from, place more social alignment on the foods and beverages they choose, and are both plant-positive and open to innovation.

The health-halo around protein continues to drive consumer eating and buying habits. At the end of 2023, 42% of consumers told Innova Market Insights that protein is the most important ingredient in a meal. Meanwhile, social media discussions involving the term “high protein” reached a 5-year high in 2023, most recently seeing a 32% increase year-over-year in 2024, according to analytics company BrandWatch, with 52% of all online discussions taking place among people between the ages of 25 and 40.

Almost half of all adults (49%) said they’re resolving to eat more protein by the end of 2023, according to survey findings from Harris Poll and 1440 Foods.

Protein-Minded Parents & Practitioners

Having children in the household is likely to increase one’s perceived need for more protein, according to a recent survey by HealthFocus; 68% of parents with children in the household said that high-protein label claims were extremely important, compared to 56% of other respondents. Similarly, respondents in households with children were more likely to say they were interested or extremely interested in protein (32%), compared to those without kids at home (23%).

Most consumers told HealthFocus they are either very particular about the sources of protein they consume while avoiding certain ones, or prefer a combination of different proteins. Only a small portion fell into less picky camps.

Preference for having plant-based (33% vs. 27%, respectively) and more sustainable proteins (31% vs. 24%) was stronger for parents than those without kids in the household. Parents (36%) were more likely than non-parents (29%) to say they tried to reduce consumption of animal products but still ate meat occasionally.

Finally, more parents (75%) told HealthFocus they were extremely interested/interested in plant protein than those without kids (63%), and were also more willing to pay up to 10% more for products that included plant protein (35% vs. 28%, respectively).

Boosting protein intake is a main point of discussion among consumers and health practitioners as well.

According to a survey of sports and active nutrition practitioners by Move Nutrition Network, people were more likely to ask trainers, dietitians, and nutritionists about protein intake above all other health concerns.

Trainers reported their clients wanted to discuss muscle recovery (41%), post-exercise nutrition (39%), and protein intake (39%), while sport-specific nutrition plans (39%) and plant-based proteins (38%) ranked highest as areas of interest for dietitians. For nutritionists, protein intake (39%) was the second-most-cited topic people wanted to learn more about, second only to micronutrients (48%).

Interest in active nutrition is the leading purchase driver for protein supplements, said Chris Flynn-Rozanski, co-founder and CEO of Ingredient Optimized. People of all ages and backgrounds are “seeking out ways to support their fitness goals, increase muscle mass, optimize performance, support recovery, and improve their overall day-to-day health.”

He added, “Innovation and advancement in protein supplements alongside formulation needs gearing toward active nutrition users has created more of a demand within the active nutrition category.”

R&D Acceleration

Technologies that can enhance the performance of established protein ingredients are growing in interest, said Flynn-Rozanski.

“Those ingredients that are better absorbed, or can demonstrate enhanced bioavailability benefits through research, are paving the path for more effective and efficient formulation in the sports nutrition space,” he said. “Plasma-treated proteins and liposomal technology can ensure more efficient nutrient delivery and utilization, allowing individuals to maximize benefits from their protein supplementation. ioProteins are natural non-thermal atmospheric-treated protein that enhance the ingredient’s structure to allow the body’s own digestive enzymes to work more effectively.”

The io technology, available for both animal- and plant-based proteins, is clinically studied to show a “3-5 times more bioavailable and better-absorbed protein than unaltered protein sources,” he said. “ioProteins are backed by 10 clinical studies with substantiated claims for both absorption benefits and performance benefits.”

Despite advances in bioavailability, it’s important to address that only so much protein can be absorbed in one sitting, Toby Amidor, MS, RD, CDN, advisor and partner to Pure Protein, said following the brand’s release of recent consumer findings.

“Research shows that consuming consistent, moderate amounts of protein throughout the day is the best way to maximize protein absorption and maintain your muscle mass and function,” Amidor said, pointing to a study that found eating 340 grams of lean beef led to the same level of muscle protein synthesis as eating 113 grams among both young and elderly people.¹

The use of fermentation as a means of improving protein digestibility has become more prevalent, especially in the context of sports nutrition where digestive health challenges associated with exercise are well-documented.

For instance, FrieslandCampina Ingredients recently launched Biotis Fermentis, a line of protein products that are co-fermented with prebiotic galacto-oligosaccharides and probiotic cultures to improve absorption and help overcome digestive challenges commonly experienced following heavy exercise.

In the case of plant-based protein powders, fermentation can be useful in the breakdown of non-nutritive compounds, which can inhibit the activity of digestive enzymes. However, there are some caveats. One team of researchers found that fermenting pea protein concentrate with Lactobacillus plantarum led to peak digestibility of 87%, but there was a significant reduction in sulfuric amino acids, demonstrating the need to identify more ideal bacteria for breaking down non-nutritive compounds without metabolizing sulfur amino acids methionine, cysteine, homocysteine, and taurine.²

Precision fermentation can also be used to create microbe-derived versions of dairy proteins.

Vivici, for instance, combines precision fermentation with biotechnology in order to “teach” microbes to produce dairy proteins, eliminating the need to concentrate these proteins from conventional dairy sources. This is done by encoding microbes like yeast with specific DNA sequences from dairy protein, where proteins are then produced in fermentation tanks.

“Our nature-equivalent whey protein from fermentation, beta-lactoglobulin, is the first of a series of planned dairy protein ingredients that the Vivici team will bring to the market,” the company said. The company announced its ingredient is self-affirmed GRAS (Generally Recognized As Safe) in the U.S.

Meanwhile, Bored Cow has launched animal-free dairy chocolate, vanilla, and strawberry milk, utilizing ProFerm, from Perfect Day, which uses precision fermentation to make whey protein that contains no lactose, cholesterol, hormones, or pesticides.

Overcoming Taste Challenges 

Improving the palatability of plant-based protein products is imperative to wider consumer adoption. Kerry, for instance, recently issued two consumer survey reports highlighting pain points and opportunities for meat and cheese alternatives.

“Flavor with depth and complexity is a real differentiator for plant-based burgers. Products with a more intense meaty flavor (slightly smoky, umami, and savory) performed well with consumers,” Kerry reported. “Bitter plant-based notes are rejected by consumers. Many products overcompensate with added salt or an excess of flavoring, resulting in a taste that lingers too long. This can be perceived as artificial or unpleasant.”

There’s a significant market gap when it comes to plant-based alternatives that have the same versatility as cheese derived from milk, Kerry reported. Consumers are disappointed in any cheese with a poor melt, based on their strong expectations informed by dairy cheese, and consumers want the same variety of flavors found in dairy cheese, so one plant-based product won’t be suitable for all applications.

Meanwhile, there’s plenty being done to improve the nutritional performance of plant-based proteins.

“ioPea is a unique ingredient in that its patented technology provides the benefits of whey in a plant-based option,” said Flynn-Rozanski. “ioPea’s clinical studies, two double-blind, randomized, crossover trials, compared postprandial plasma essential amino acid (EAA) and branched-chain amino acid (BCAA) responses from various protein sources in resistance-trained men.

The results showed that ioPea had greater bioavailability of leucine, BCAAs, and EAAs, and was up to three-times more bioavailable overall compared to standard pea protein,” with no difference between absorption profiles in whey and ioPea.

Quality Checks

Ensuring adequate quality control in plant-based proteins can be challenging. The Clean Label Project has highlighted concerns about heavy metal contamination in protein powders, especially plant-based products. Working with an analytical chemistry laboratory, the company tested 134 products from over 60 brands, finding that 75% of protein powders tested had measurable levels of lead, and 33% of products exceeded at least one federal or state regulation set for safety.

Additionally, plant-based proteins were found to contain mercury, cadmium, and arsenic, “in many cases above health-based guidelines,” and 55% of protein powders contained measurable levels of BPA, according to the findings. Contaminated soils and packaging were the primary sources of product contamination, according to the organization.

However, Lori Bestervelt, PhD, executive vice president and chief technical officer at NSF, stated that while she trusted the organization’s intentions, the report came with a lack of transparency or peer review, unknown methodologies, a seemingly subjective rating system, and no accreditation.

Additionally, “detectable” levels of heavy metals, which naturally occur in the earth’s crust and soil, are not inherently associated with health risks, and a focus on whether products achieved acceptable levels through standards like NSF/ANSI 173 would be more actionable.

The heavy metals that contaminate plant-based proteins are often already in soil, before being taken up by plants, said Eric Schwartz, senior scientist at the US Pharmacopeia (USP). “Promoting and implementing good agricultural practices is crucial in preventing the introduction of elemental impurities at the cultivation stage. Other recommendations include ensuring high-quality water in irrigation and selecting crops that are less prone to the uptake and accumulation of elemental impurities.”

The proteins category tends to use testing methodologies that may present problems in detecting adulterants. “The two most widely accepted methods for measuring protein content are Kjeldahl and Dumas, which measure nitrogen content and not protein directly,” said Schwartz. “This indirect methodology leaves these ingredients vulnerable to adulteration with other nitrogenous compounds. Additionally, less expensive foreign proteins are now common adulterants used for economic gain. Only modern analytical methods can detect these adulterants.”

Several recent advancements in authenticating and detecting adulteration in both animal and plant-based proteins can be found in USP Food Chemicals Codex (FCC), Schwartz noted, which includes specific ingredient standards, as well as guidance and methods to support the needs of stakeholders in appendices. “FCC’s Appendix XVI: Protein-Based Ingredients provides a range of information and test methods to identify protein ingredients and detect selected types of adulteration in proteins.”

The Rise of Peptides

Peptides, the short chains of amino acids that serve as the building blocks of proteins, are a segment experiencing significant R&D breakthroughs.

“A new understanding of collagen peptide activity is emerging, taking protein nutrition to the functional level, where the role of protein is becoming much more than just providing amino acid building blocks,” said Angie Rimel, North American marketing communications manager at Gelita.

For instance, the collagen peptides found in Gelita’s Bodybalance, across seven clinical trials comprising nearly 500 participants, have been shown to increase muscle mass, reduce fat mass, and increase muscle strength in men and women of various ages and fitness levels. One study published in 2021 found that these effects were more pronounced in Bodybalance than in whey protein.³

“Collagen provides individual solutions for so many problems,” Rimel noted, including “joint discomfort, low bone density, body composition, fast recovery after sports injury or intense training sessions, and healthy hair, skin, and nails. Finally, and lately, collagen can help with lasting endurance performance.”

In the realm of sports nutrition, protein has predominantly been studied for body composition and strength. But new studies on Gelita’s Peptendure, in both men and women, provide evidence that daily supplementation over 12 weeks significantly improved time trial performance among recreational athletes.⁴

Unlike other forms of protein, peptides can also be efficacious in small enough doses for gummies, while also helping to optimize the texture of a gummy, noted Rimel. “Gelita offers Soluform PE for protein-enriched gummies. This solution enables better-for-you gummy formulations with collagen-enrichment while maintaining the one-of-a-kind gelatin texture and indulgent flavor release.”

New Product Trends

Tailoring protein supplements to occasion could be a useful way to differentiate a product, noted Flynn-Rozanski.

For example, a protein supplement can be more useful as a pre-workout if formulated with adaptogens, nootropics, and/or caffeine. For example, at Natural Products Expo West in March, the brand Chike showcased its newly-launched Protein Iced Coffee powders, which are made with two shots of espresso coffee, as well as 20 grams of whey protein, and are available in vanilla latte, café mocha, and caramel macchiato flavors.

Thorne’s RecoveryPro combines whey protein with tryptophan, magnesium bisglycinate, and PharmaGABA, to promote restful sleep and optimize recovery better than protein as a standalone.

Additionally, on the recovery front, casein, a specific type of milk protein, is drawing interest as uniquely suitable for post-workout recovery applications. Klean Athlete touts its flagship casein powder as more suitable for use before bed since it digests and releases its amino acids slowly over the fasting window of sleep, and contains naturally-occurring electrolytes to help users rehydrate after exercise.

As manufacturers become more versatile in the kinds of textures they can achieve with protein, better-for-you snacks continue to break the mold of products laden with refined carbohydrates, salt, and sugar.

Crisp Power debuted what it claimed is the first high-protein, low-carb, and fiber-packed pretzel, designed to serve as a post-workout snack or as a way to fill protein gaps. Available in everything, sesame, and sea salt varieties, each pack contains 28 grams of protein, and 6 grams of net carbs.

Following its line of whey protein chips, Quest Nutrition also launched protein-packed cheese crackers and cheese puffs, available in cheddar blast and spicy cheddar flavors.

Ready-to-eat and ready-to-drink products that combine protein with whole food ingredients offer consumers a convenient way of elevating both the nutritional and taste profiles of their high-protein products. Perfect Bar, for instance, showcased a range of more complex flavors at Expo West, such as chocolate hazelnut crisp, chocolate brownie, coconut peanut butter, and more.

Meanwhile, SimplyFuel highlighted its line of Protein Balls, which combine whey protein concentrate with ingredients like honey, peanut butter, coconut, chocolate, almonds, and more. The products also contain 1 billion CFUs per serving from Bacillus coagulans to improve digestion and protein utilization.

On the beverage front, Designer Wellness introduced a new line of protein smoothies packaged in a pouch suitable for consumers on the go. Available in blueberry vanilla, raspberry dragon fruit, peach mango, mixed berry, strawberry banana, and tropical fruit flavors, each smoothie combines whey protein concentrate with real fruit, MCT oil, and more.

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About the Author: Mike Montemarano has been the Associate Editor of Nutraceuticals World since 2020. He can be reached at mmontemarano@rodmanmedia.com.

References

1. Symons, T. et al (2009). Moderating the portion size of a protein-rich meal improves anabolic efficiency in young and elderly. Journal of the American Dietetic Association. 109(9):1582-6. doi: 10.1016/j.jada.2009.06.369

2. Cabuk, B. et al. (2018). Effect of Fermentation on the Protein Digestibility and Levels of Non-Nutritive Compounds of Pea Protein Concentrate. Food Technology & Biotechnology. 56(2):257-264. https://doi.org/10.17113%2Fftb.56.02.18.5450 

3. Zdzieblik, D. et al (2021). The Influence of Specific Bioactive Collagen Peptides on Body Composition and Muscle Strength in Middle-Aged, Untrained Men: A Randomized Controlled Trial. 18(9):4837. doi: 10.3390/ijerph18094837.

4. Jendricke, P. et al (2021). Influence of Specific Collagen Peptides and Concurrent Training on Cardiometabolic Parameters and Performance Indices in Women: A Randomized Controlled Trial. 7: 580918. doi: 10.3389/fnut.2020.580918