As consumer priorities drive demand for protein beyond traditional sports and active nutrition, women account for 51% of consumers who reported wanting to increase their protein intake, according to new findings by Euromonitor International. This first-time development and other findings were recently reported in the company’s Passport knowledge hub.

“As consumers increasingly recognize the importance of protein in maintaining overall health, the supplement industry is witnessing a significant shift toward prevention and wellness, driven by growing demand from diverse consumer groups,” said Matthew Oster, head of health, beauty, and hygiene insights.

India’s protein supplement market has seen a 14% year-over-year increase in demand, driven by higher rates of protein deficiency, where a large proportion of the population follows vegetarian or vegan diets.

In the U.S., protein supplementation has experienced a surge in demand as consumers face soaring protein costs due to inflation and the high cost of individual items like eggs.

Protein’s appeal for sports nutrition remains strong in markets like South Korea, where the ready-to-drink protein market is thriving due to a rise in both gym culture and general health consumption.

Protein claims are also expanding to new food and beverage groups. While protein claims on snack bars or plant-based alternatives are nothing new, there’s growing momentum in protein-enriched beverages like waters, juices, teas, and coffees. Recent examples include Nestlé’s high-protein Milo Pro, or Keurig Dr Pepper’s Don’t Quit, both launched this year.

Brands are also developing high-protein products for specific needs, like GLP-1 usage or for menstrual health benefits.

“We will continue to see growth in the protein product industry as opportunities emerge for product innovation that meets consumer health concerns and evolving demand,” said Nick Stene, senior global insight manager for consumer health at Euromonitor International. “This is exemplified by brands like The Whole Truth, which positions protein supplements as a necessary complement to traditional food for ensuring optimal health. The brand has achieved a sustained 88% growth rate into 2025 and is fast becoming a leader in the e-commerce consumer health space.”