Protein has emerged as the ultimate hero health-claim, with consumers of all ages and lifestyles looking for high-protein products for a range of reasons, including muscle health, weight management, and more.

According to SPINS data, sales of protein powders and read-to-drink (RTD) protein products grew 9.1% in 2024 compared to 2023.

Whey protein powder is driving the most sales and growth, with 39% market share and +10% growth in 2024. Collagen retains 24% market share but sales were flat last year. Plant protein has 17% market share overall, but its sales have been flat too. However, pea protein is still growing at almost 10%, according to SPINS.

“A big shift in the last few years has been a shift back to whey protein,” noted Scott Dicker, senior director of market insights at SPINS. “Similar to how we saw that plant-based-meat boom, we saw plant-based protein booming with it. As that sort of leveled off, we saw plant protein level off as well. People are going back to whey protein.”

Consumers Are Hungry for More Protein

The number of consumers trying to increase their protein intake continues to rise. According to the International Food Information Council’s 2024 Food & Health Survey, 71% of U.S. adults hope to increase their protein consumption, up 12 percentage points since 2022.

“No longer just for athletes seeking maximum performance, mainstream consumers now seek out products touting double-digit grams of protein too,” said Bret Barhoover, category marketing manager for specialized nutrition, Cargill.

Consumers link a high-protein diet to many health benefits, from physical energy to weight management, and those perceived health associations are a big reason for its ongoing popularity, according to a 2024 U.S. trend study from HealthFocus International.

“Protein has this continued health halo,” said Dicker. “Protein is at almost 50% household penetration and has a 75% repurchase rate. So it’s a really sticky category.”

Social media has helped fuel demand for protein overall, with influencers compelling consumers to get 30 grams per meal.

Alongside protein supplements, CPG brands continue to pack more grams of protein into all kinds of food and beverage products, including nutrition bars, yogurt, and smoothies, as well as snack foods like chips and pretzels.

Cargill’s ClaimTracker research showed a “good source of protein” remains the most-impactful front-of-pack claim. “That, in itself, is no surprise,” said Barhoover. “Consumers have tried to add more protein to their diets for years, and sales of protein-packed products are on a corresponding climb.”

New to the conversation, however, is “a more-complete understanding of the claim’s true purchase impact,” he continued. “The Cargill research finds that in the active nutrition beverage and powder space, a standalone ‘good source of protein’ claim reaches roughly two-thirds of consumers — and nearly the same percentage report a willingness to pay 10% more for a beverage or powder carrying a protein claim.”

Growing use of GLP-1 medications for weight management is another factor for the protein market, said Barhoover. Originally developed to manage Type 2 diabetes, GLP-1 medications offer the millions of consumers struggling with obesity a new treatment option. However, like any weight management tool, they may also present nutritional challenges to users. Protein, long a hero in the food and beverage world, is taking on new importance.

“Weight loss may lead to loss of lean body mass, leaving users concerned about muscle volume, health and function. Protein-rich foods, drinks, and supplements may help counter those effects.”

Understanding Your Customer

How can brands differentiate in this competitive environment? A good first step is understanding your target customer, said Barhoover. “Cargill recently completed a deep dive into the active nutrition market, identifying five distinct consumer segments. The study provides a roadmap for innovation, highlighting each segment’s distinct needs and purchasing behaviors.”

Overall, consumers have vastly different needs depending on their fitness routines, health goals, and lifestyles, underscoring the importance of developing products that align with the target consumer’s needs.

“For example, ‘Perfection Pursers’ are heavy users of protein beverages and powders and seek products that help them achieve optimal performance and build and maintain muscle mass,” said Barhoover. “In contrast, ‘Moderate Movers’ are looking for a ‘smart bite’ to curb cravings and look for convenient options like protein bars for on-the-go nourishment.”

Protein +

Consumers are increasingly looking for protein-rich products stacked with additional benefits, said Barhoover.

“Whether it’s brain health (omegas), digestive health (biotics), energy (caffeine), or menopause support, a new generation of ‘Protein Plus’ products are coming of age.”

As consumers look for products that deliver multiple benefits, the protein-plus trend has formulators pairing other functional ingredients with protein to offer consumers added value.

“This is a big trend in the protein space,” said Barhoover, as more consumers want products that work even harder for their health. “This has led to an increase in protein-fortified products that also promise cognitive support, immune benefits, gut health support, or enhanced hydration.”

Protein can partner with many trending functional ingredients, he added. “At Expo West, we sampled a plant-based milk that combined 12 grams of protein with 60 mg of choline to support brain health, 0.6 g of phytosterols (enough for an FDA health claim) and 3 g of fiber. We’ve also crafted a great-tasting plant-based pea protein and coconut milk hydration beverage that combines 12 g of protein with turmeric, another trendy functional ingredient. Those are just two examples of possible combinations; in many ways, the sky’s the limit.”

Formulation Considerations

Whether it’s a high-protein beverage or a meal-replacement bar, taste remains the top priority. “Proteins are prone to off-flavors, especially when used at high inclusion rates, so it’s incumbent on formulators to search for options with the best flavor profile,” said Zumbusch. 

From a formulation perspective, a big consideration is how the protein is hydrated, said Andrew Zumbusch, senior research scientist at Cargill.

“In a ready-to-mix powder, the priority is rapid dispersibility. If you’re moving to a ready-to-drink product, overall solubility and stability become more important as the protein needs to withstand heat treatment and remain in suspension throughout shelf life. RTD beverages often have a higher bar for flavor and mouthfeel, too. Some RTD beverages will aim for a creamy mouthfeel, other applications will require a smooth, drinkable, watery texture. Either way, proteins can have a significant impact on a drink’s viscosity.”

Plant-Based. Consumer demand for plant-based eating remains strong, said Barhoover. “Many perceive plant-based products as better choices for their health, making them a natural fit for the specialized nutrition space. From protein powders to meal-replacement shakes to high-protein bars, brands are backing plant-forward formulations.”

While new plant protein sources continue to emerge, pea protein remains the go-to option for plant-based protein fortification, said Barhoover. “In the U.S. and Canada, it’s the leading protein source in plant-based protein powders, bars, and beverages, eclipsing others by a wide margin.”

For brands focused on plant-based formulations, “pea protein has developed a loyal following as the go-to protein-fortifying ingredient,” he added. “Cargill’s option from PURIS is at least 80% protein — supporting higher fortification levels than many botanical protein sources.”

Pea protein also boasts a high protein digestibility corrected amino acid score (PDCAAS) of 0.8, which Zumbusch said is “well above most plant proteins.”

Overall, technological advances are central to the emergence of high-protein, plant-based products. This is especially apparent with pea protein, he said.

“We’re finally at the point where we understand the protein and can unlock more of its functionality. As a result, we now have options designed for specific applications. In the beverage space, for example, we offer PURIS 2.0 with enhanced solubility and an improved flavor profile. That’s enabling us to load systems with higher levels of protein and still create beverages that consumers enjoy.”

Beverages. Solubility is a key consideration in developing protein-fortified beverages. Consumers expect drinks with smooth, creamy mouthfeels, Zumbusch noted. “Some proteins just aren’t very soluble. They’re hard to get into solution, which limits inclusion levels and may result in beverages with gritty, sandy mouthfeels. Or worse, they precipitate out of solution, leaving behind an unappealing sludge of sediment at the bottom of the container.”

For acidic beverages, protein stability becomes a significant factor. “Traditionally, plant proteins are notoriously unstable in their isoelectric range, making it very difficult to create juices and other fruity beverages fortified with plant protein,” said Zumbusch. “PURIS HiLo was developed for these low pH situations (pH <5), enabling brands to create acidic beverages fortified with plant protein, yet still maintain excellent mouthfeel.”

In the competitive RTD beverage market, processing requirements are also a consideration, he added. “At higher inclusion levels (20+ grams of protein per serving), some plant proteins may clog ultra-high temperature (UHT) machines. Maintaining mouthfeel over shelf life is another concern as some plant proteins may cause high-protein beverages to become more viscous over time, yielding a final product that’s more akin to pudding than a drink.”

With dry powdered beverages, clumping and clogging can cause headaches. PURIS Pea FlowBev Protein was designed with this in mind, offering maximum flowability to reduce clumps and improve dispersion, providing more consistent results in manufacturing and a better experience for consumers, he noted.

“High protein beverages also need the right stabilizer. Both animal and plant proteins tend to thicken and gel over shelf life, creating off-putting textures and mouthfeels. In these situations, adding hydrocolloids like carrageenan or gellan gum can help stabilize proteins and maintain viscosity.”

Nutrition Bars. When working with proteins in nutrition bar applications, texture considerations take center stage.

“Proteins are notorious for stealing moisture from other ingredients, and bars don’t have much free moisture to begin with. As a result, at higher inclusion levels, it’s easy to end up with a bar that has a short, hard texture,” Zumbusch said.

Hydrolyzed proteins help bars stay softer, giving product developers greater flexibility around texture compared to some standard plant protein powders.

“PURIS also offers protein crisps which can be used as inclusions, adding visual appeal and an enjoyable crunchy texture – while serving as another protein source. Still, if brands are aiming for double-digit grams of protein, formulators may need to expand their protein playbook further. Fortunately, protein can come from lots of different sources, including nut butters, nuts and seeds, along with crisps and hydrolyzed powders. A single bar might need to tap all these sources to reach its protein goals.