US Protein Supplements Market (By Product: Protein Bars, Protein powders, Ready to Drink, Others, By Source: Plant Based, Animal Based; By Application: Sports, Functional Food; By Distribution Channel: Supermarkets & Hypermarkets, Online Stores, Direct to Customers, Others; By Form: Ready to Drink, Protein Powder, Protein Bar, Others; By Gender: Male, Female; By Age Group: Millennials, Generation X, Baby Boomers) - Industry Analysis, Size, Share, Growth, Trends, and Forecast 2024-2033


The US protein supplements market size surpassed USD 9.69 billion in 2023 and is estimated to be worth around USD 21.97 billion by 2033 with a CAGR of 8.56% from 2024 to 2033.

Protein Supplements Market Size in the US 2024 to 2033

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Key Takeaways

  • By product, the protein powders segment held the largest share of the market in 2023.
  • By product, the protein bars segment is observed to grow at a significant CAGR during the forecast period.
  • By source, the animal-based segment dominated the market in 2023. The segment is observed to grow at a significant rate during the forecast period.
  • By application, the sports segment led the U.S. protein supplements market in 2023. The segment is observed to sustain the dominance throughout the forecast period.
  • By distribution channel, the supermarkets & hypermarkets segment dominated the market. The segment is observed to continue the dominance throughout the forecast period.

US Protein Supplements Market Overview

The U.S. protein supplements market offers supplementary products with the concentration of protein, such as whey, casein, soy, pea, or eggs. They are frequently used by people who are trying to increase their protein consumption for a variety of objectives, such as meeting daily nutritional requirements, managing their weight, or developing muscle. They are made into powders, bars, or shakes by procedures like extraction, purification, and drying.

Essential amino acids included in protein supplements are necessary for the body's many processes, such as immune system support, muscle repair, and enzyme synthesis. They fulfil total protein requirements, especially for people with restricted dietary alternatives or specialized fitness objectives, and provide a handy and speedy way to consume protein, particularly after exercise. They also help in muscle repair.

Growth Factors

  • Increasing awareness of the importance of maintaining a healthy lifestyle and engaging in fitness activities has driven the demand for protein supplements. Consumers, including athletes and fitness enthusiasts, often use these products to support muscle growth, recovery, and overall well-being.
  • The growing adoption of vegan and vegetarian diets has led to an increased demand for plant-based protein supplements, promoting the growth of the U.S. protein supplements market. As more people seek alternative protein sources, plant-based protein supplements, such as those made from soy, pea, or hemp, have gained popularity.
  • Ongoing research and development efforts in the nutrition industry have resulted in innovative protein supplement formulations. Companies are introducing products with added functional ingredients, improved taste profiles, and enhanced nutritional profiles to cater to diverse consumer preferences.

US Protein Supplements Market Scope

Report Coverage Details
Growth Rate from 2024 to 2033 CAGR of 8.56%
U.S. Market Size in 2023 USD 9.69 Billion
U.S. Market Size by 2033 USD 21.97 Billion
Base Year 2023
Forecast Period 2024 to 2033
Segments Covered By Product, By Source, By Application, By Distribution Channel, By Form, By Gender, and By Age Group


US Protein Supplements Market Dynamics

Driver: Increasing fitness trends

The growing popularity of fitness and muscle enthusiasts has raised consumer demand for products that promote efficiency, such as beverages high in protein and carbohydrates. There are now commercially available amino-based, bio-based, and readily digested whey protein isolate products due to the growing usage of whey protein isolate in sports goods. Moreover, whey protein isolate is an inexpensive choice for making caramels with excellent processing efficiency and eating quality. Whey protein isolate is now commercially available due to the steady growth in the usage of protein isolate in sports goods brought about by several modifications. This has led to a rise in the use of whey protein isolate in the sports nutrition sector and will help fuel the expansion of the U.S. protein supplements market.

Restraint: Growing demand for fresh foods and meals

The rising number of people suffering from obesity, diabetes, and other lifestyle-related illnesses is ascribed to poor eating habits and inactivity. People have changed their habits as a result of the risks associated with these diseases, which include eating a healthy diet rich in fresh foods and meals. Farmers markets and recipe boxes are becoming popular and will put strain on the expansion of the U.S. protein supplements market.

Opportunity: Growing collaboration

The growing collaboration is expected to offer a lucrative opportunity for the U.S. protein supplements market during the forecast period. Collaborative activities in different firms of the industry promote the distribution of products while supplementing the market’s growth. For instance, in August 2023, Active pharmaceutical ingredients (API) specialist Supriya Lifescience Ltd., based in Mumbai, announced a partnership with Delaware-based Plasma Nutrition, Inc., a US firm recognized for cutting-edge consumer goods. As part of the strategic relationship, Supriya Lifescience Ltd. has been granted exclusive rights to manufacture and commercialize Ingredient Optimized Protein (ioProtein) in India under an exclusive technology licensing arrangement.

This partnership's main goal is to introduce improved protein to the Indian market. The method used in ioProtein is patented (US patent pending). This ground-breaking protein powder has a major benefit and is highly bioavailable. It is intended to be used as a protein supplement. This implies that larger protein dosages cause the body to absorb them more quickly, giving users of protein supplements a more potent and effective option.

Product Insights

The protein powders segment held the largest share of the U.S. protein supplements market. The practice of adding protein powders to daily meals for weight control, muscle building, and general health and wellbeing has become more popular as people's awareness of health issues has grown. An increasing number of bodybuilders, casual exercisers, and top athletes are also requesting products. Due to the growing number of customers choosing vegan or vegetarian diets, plant-based protein powders are likewise becoming more and more popular.

The protein bars segment is expected to grow at the highest CAGR during the forecast period. The category proliferating due to the ease with which protein bars can be grabbed and consumed by consumers. Lean mass and increased protein synthesis are two benefits of protein bars. Demand for easy-to-eat, portable snacks with nutritional content has increased due to busy lives and lack of time for preparing balanced, nourishing meals. Protein bars are expected to drive market expansion due to their quick energy and nutritional value.

Source Insights

The animal-based segment dominated the U.S. protein supplements market with the largest share. Whey protein is one of the most widely consumed animal-based protein supplements. It is derived from milk during the cheese-making process and is known for its fast absorption and complete amino acid profile. Whey protein is popular among athletes and fitness enthusiasts for muscle building and recovery.

The demand for animal-based protein supplements has been driven by the increasing awareness of the importance of protein in the diet, coupled with a growing fitness and health-conscious population. Athletes, bodybuilders, and individuals looking to meet specific protein requirements often turn to animal-based supplements.

Application Insights

The sports segment held the dominating share of the U.S. protein supplements market while promising a sustained growth for the forecast period. Protein supplements are widely consumed by athletes and fitness enthusiasts to support their training goals. This includes muscle building, recovery after intense workouts, and overall performance enhancement.

Protein supplements are often integrated into pre- and post-workout nutrition strategies. Pre-workout formulations may include protein for energy and muscle support, while post-workout supplements aim to replenish nutrients and promote recovery. In addition, continuous innovation in product formulations, flavors, and delivery formats (such as protein bars, shakes, and powders) helps companies stay competitive and cater to evolving consumer preferences within the sports nutrition space. Thereby, driving the segment expansion.

Distribution Channel Insights

Tthe supermarkets & hypermarkets segment held the largest share of the U.S. protein supplements market. Supermarkets and hypermarkets typically offer a diverse selection of protein supplements, including various brands, formulations, flavors, and types (whey, casein, plant-based, etc.). This allows consumers to compare products and choose those that align with their preferences and dietary needs.

Moreover, the widespread availability of protein supplements in supermarkets and hypermarkets makes them easily accessible to a broad consumer base. Shoppers can find these products while doing their regular grocery shopping, enhancing convenience and encouraging impulse purchases. Thus, driving the segment growth.

Recent Developments

  • In July 2023, Perfect Day, Inc., a pioneer in precision fermentation, and Unico Nutrition announced a collaboration to reinvent their renowned Apollo protein powder. The brand-new product, which blends sustainable whey derived from fermentation with animal-based protein from grass-fed animals, is the result of an intense partnership centered on innovation and progressive problem solving. Its formula is kinder, greener, and more effective. As the pioneer in the industry and globally, Unico Nutrition has developed a hybrid product that blends conventional dairy with Perfect Day's cutting-edge, animal-free whey protein.

US Protein Supplements Market Companies

  • Medicilon
  • Ultimate Nutrition
  • NutraScience Labs
  • Optimum Nutrition
  • DYMATIZE ENTERPRISES, LLC
  • GNC Holdings, LLC
  • Scitec Nutrition
  • Abbott
  • Nestle
  • Mondelez International Inc.

Segments Covered in the Report

By Product

  • Protein Bars
  • Protein powders
  • Ready to Drink
  • Others

By Source

  • Plant Based
    • Soy
    • Spirulina
    • Pumpkin Seed
    • Hemp
    • Rice
    • Pea
    • Others
  • Animal Based
    • Whey
    • Casein
    • Egg
    • Fish
    • Others

By Application

  • Sports
  • Functional Food

By Distribution Channel

  • Supermarkets & Hypermarkets
  • Online Stores
  • Direct to Customers
  • Others

By Form

  • Ready to Drink
  • Protein Powder
  • Protein Bar
  • Others

By Gender

  • Male
  • Female

By Age Group

  • Millennials
  • Generation X
  • Baby Boomers

Frequently Asked Questions

How big is the US protein supplements industry?
The US protein supplements market size is expected to increase USD 21.97 billion by 2033 from USD 9.69 billion in 2023.
What is the growth rate of the US protein supplements industry?
The US protein supplements market will register growth rate of 8.56% between 2024 and 2033.
Who are the prominent players operating in the US protein supplements market?
The major players operating in the US protein supplements market are Medicilon, Ultimate Nutrition, NutraScience Labs, Optimum Nutrition, DYMATIZE ENTERPRISES, LLC, GNC Holdings, LLC, Scitec Nutrition, Abbott, Nestle, Mondelez International Inc., and Others.
Which are the driving factors of the US protein supplements market?
The driving factors of the US protein supplements market are the increasing fitness trends and growing adoption of vegan and vegetarian diets.

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