Instant Protein Drink Market Size, Share, Growth, and Outlook (2024-2031)

Instant Protein Drink Market is segmented By Type, By Flavor, By Packaging, By Distribution Channel, By Application and By Region (North America, Latin America, Europe, Asia Pacific, Middle East, and Africa) – Share, Size, Outlook, and Opportunity Analysis, 2024-2031

Market Overview

The Global Instant Protein Drink Market reached USD 1.5 billion in 2022 and is expected to reach USD 2.3 billion by 2030, growing with a CAGR of 5.1% during the forecast period 2024-2031.

Protein drink provide high-quality nutrition for healthy body maintenance. FAO predicts that globally one billion people are suffering from protein deficiency as of 2020 statistics. Consumers are rapidly adopting the use of protein supplements and instant protein drink to meet their protein requirements. Increasing awareness about the benefits of protein supplements drives market growth positively.

According to NIH 2022, the frequency of using protein supplements intake is about 5-6 times and 3 times a week by men and women respectively. Among these, whey protein is widely used accounting for up to 80%. The convenience and ready-to-drink nature provided by instant protein drink drive their use among the global population, that are seeking a convenient way of incorporating protein into their diet.

Moreover, growing health and fitness awareness is increasing the demand for protein-rich products. People are adopting sports and fitness in their daily lives to lead a healthy lifestyle. The larger the sports and fitness industry grows, the greater the demand for instant protein drink increases, due to its high need during training and practice periods. Sportspersons and fitness enthusiasts highly consume instant protein drink driving the market growth.

Market Summary

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Market Dynamics

Growing Consumer Preference for Convenient Protein Drinks

Increasing consumer awareness about the benefits of protein supplements is encouraging them to incorporate these products into their daily diet. With busy and hectic lifestyles the demand for on-to-go protein drinks is widely increasing. Instant protein drink provide a quick and easy way of incorporating protein into the body. These products don’t need preparation from scratch.

The new launches of protein drinks in the RTD category boost the market growth. For instance, Upbeat Drinks Ltd., a U.K.-based beverage manufacturer, launched a new product in May 2023 called Sour Berry Protein Energy. The ready-to-drink product blend of caffeine and protein is non-carbonated. The product contains 15 grams of protein per serving and is used as an ideal pre-workout drink for consumers.

Likewise, MusclePharm Corporation, a prominent supplier of nutritional supplements, announced in March 2022 that it is expanding its product portfolio in the protein drink line. This range of ready-to-drink protein products, including a whey protein beverage are released in several flavours, giving consumers a wide choice to choose from. The new whey protein beverage contains over 20g of protein per serving.

Availability of Products in Various Flavors

Consumers crave taste in healthy products. With the increasing health and fitness awareness among consumers, the instant protein market is growing rapidly. The high adoption of these products by consumers is driving manufacturers to release new and innovative products with the launch of new flavors to attract consumers and sustain in the highly competitive market.

The launch of new flavors with high protein content is driving the market growth. For instance, in August 2022, Glanbia’s Optimum Nutrition, a global leader in sports nutrition announced the launch of a new product, Gold Standard Protein Shake. The product is available in chocolate and vanilla flavors with 24 gr of protein per serving. The launch of products in universal basic and most accepted flavors such as chocolate and vanilla increased the acceptance of the product by consumers of all regions.

Similarly, sports drink manufacturers are experimenting with the launch of innovative flavor combinations to expand the market. For instance, in October 2022, Myprotein, Europe’s sports nutrition brand, expanded its product portfolio by launching new ready-to-drink clear whey protein drinks. The product is available in two flavors, including peach tea and orange & mango.

Allergen Concerns Associated with Some Sources of Raw Materials

Instant protein drink are produced from animal and plant sources. The proteins involved in the products of these markets include whey, casein, soy and others. Some of these sources can cause mild to severe allergic conditions in a few people. For instance, American Chemical Society Publications estimates that 0.3 % to 3 % of the general population are suffering from soy allergy as of 2023 statistics.

According to the American College of Allergy, Asthma & Immunology, between 2- 3 % of infants and young children have cow milk allergies and is considered to be one of the common food allergies in children. Cow milk allergy in adults is noted to be around 2 %. The increasing concerns about these protein allergies among the global population restrain the market growth.

Market Segment Analysis

The global instant protein drink market is segmented based on type, flavor, packaging, distribution channel, application and region.

Increasing Vegan Population Increases the Plant-Based Source Protein Drink

The global instant protein drink market is segmented based on type into whey protein, soy protein and casein protein. The soy-based protein is gaining immense popularity recently, accounting for the largest share in the segment. The increasing vegan population is driving the market for soy-based protein drink. According to the World Animal Foundation, there are approximately 88 million vegans are present in the world.

The rising vegan population is looking for more sustainable plant-based protein sources to meet their daily requirements. New innovative products in combination with soy and other protein-rich ingredients are driving the segment's growth. For instance, in February 2023, Milo, the world’s leading chocolate malt beverage brand, announced the launch of Milo Soy, the product that has the combined benefits of soybean and malt extract from barley.

Market Geographical Share

Increased Demand for Convenient Food Products in North America

North America region dominated the global instant protein drink market. The growing health and fitness awareness among consumers positively drives the market for instant protein drink in this region. The protein helps in maintaining fitness goals. Most Americans are engaged in exercise and sports activities increasing the growth of the fitness industry.

The rising involvement of people in sports and fitness clubs such as gyms increases the need for instant protein drink to help in repairing and recovering tired muscles. According to the United States Federal Reserve, the employment-population ratio is 60.4 % in the United States as of August 2023, leaving people with less time to meet their daily nutritional requirements through natural food products.

People with busy and hectic lifestyles adopt products that are highly nutritious and convenient to use, driving the market growth. The high demand for on-go products in the health and nutrition sector positively drives the market in this region. Further, the high influence of social media on people’s diets and increased demand for these products by the recommendations by influencers drive the the instant protein market.

Instant Protein Drink Companies

The major global players in the market include Abbott Laboratories, Arla Foods amba, Glanbia plc, Hormel Foods Corporation, CytoSport, General Nutrition Centers, Inc., Nestle S.A., PepsiCo, Inc., Westland Milk Products and Protinex.

COVID-19 Impact on Market

The outbreak of the COVID-19 pandemic had a mixed impact on the global instant protein drink market. The strict regulations from the government resulted in the shutdown of many manufacturing industries. The challenges in raw material sourcing and labour requirements negatively impacted the production of the product. The disruption in the supply chain activities made it difficult for the product to reach the end-user.

The lift down of lockdowns and the start of production facilities with high demand for these products recovered the market. Healthy and convenient products were in demand during the pandemic. Increased health consciousness among consumers increased their consumption of healthy and nutritious protein-based products. Further, the increased use, accessibility and popularity of the e-commerce sector and the wide availability of these products in online sales increased the market demand.

Russia- Ukraine War Impact

The Russia-Ukraine war had a negative impact on many industrial sectors, including food. The scarcity of raw sources, reduced workforce, and distribution channel disruption affected the packaged food products market growth, thereby affecting the instant protein drink market. The war created import and export trade disruptions, resulting in economic disturbances. The political and economic uncertainty created due to the war had a negative impact on the instant protein drink market.

Key Developments

• In January 2023, INFINIT Nutrition, the industry leader in personalized sports nutrition, launched Javi, an instant protein latte.
• In November 2022, Lactalis Ingredients, a dairy ingredients producer, announced the launch of its new offering of instant whey protein that is produced from sunflower lecithin.
• In September 2021, GHOST, the world’s lifestyle sports nutrition brand, introduced a new ready-to-drink protein shake that provides 25 gr of protein per serving.

Why Purchase the Report?

• To visualize the global instant protein drink market segmentation based on type, flavor, packaging, distribution channel, application and region, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of instant protein drink market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The global instant protein drink market report would provide approximately 77 tables, 81 figures and 220 Pages.

Target Audience 2024

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies