U.S. Protein Supplements Market Summary

The U.S. protein supplements market size was estimated at USD 1.90 billion in 2022 and is anticipated to expand at a compound annual growth rate (CAGR) of 7.8% from 2023 to 2030. This growth is primarily attributed to the rising consumer awareness of the importance of maintaining a balanced diet and adopting an active lifestyle. Increasing numbers of health-conscious individuals are actively incorporating protein supplements into their daily routines to support overall wellness and fitness goals. Moreover, manufacturers are focusing on innovation in protein production by integrating a diverse range of amino acids and designing formulations with targeted functionalities such as energy balance, weight management, muscle repair, and satiety. These innovations are expected to open new avenues for market growth. Additionally, the increasing adoption of healthy eating habits, growing interest in sports activities and bodybuilding, and the expanding geriatric population with higher nutritional needs are major factors fueling the demand for protein supplements across the U.S.

Modern consumers are becoming increasingly selective in terms of product composition, seeking ingredients that carry clean labels, deliver proven efficacy, and pose minimal side effects. This shift in preference has encouraged supplement manufacturers to design products that blend both natural and synthetic ingredients to meet diverse nutritional requirements. Such innovations are playing a crucial role in shaping the competitive landscape of the market while meeting the evolving expectations of consumers.

Key Market Trends & Insights

• Based on source, the animal-based segment dominated the market with a revenue share of 59.4% in 2022. Animal proteins play a critical role in enhancing overall health by supporting acid-base balance, regulating metabolic activities, and assisting in antibody synthesis. Their high bioavailability and effectiveness in promoting muscle development and tissue repair have reinforced their demand among athletes and fitness enthusiasts.
• On the other hand, the plant-based protein segment is projected to record the fastest growth, with a CAGR of 8.7% over the forecast period. Plant proteins are essential in building and repairing healthy tissues and muscles. Furthermore, compared to animal-based proteins, plant-based protein supplements are often associated with fewer side effects, improved digestibility, and higher bioavailability. With growing consumer preference for sustainable and vegan-friendly alternatives, plant-based protein supplements are likely to gain significant traction in the years ahead.
• Among product types, the protein powder segment held the largest share, accounting for 44% of the market in 2022. Protein powders are derived from diverse sources such as whey, egg, soy, pea, and casein. These formulations are often enriched with additional vitamins, minerals, fats, thickeners, and fibers to enhance their nutritional profile. The widespread acceptance of protein powders is due to their convenience, versatility, and ability to be consumed by people with varied health and fitness needs.
• The functional food segment also played a prominent role, holding the largest share of 52.8% in 2022. Consumer interest in diet-linked health outcomes has fueled the demand for functional foods fortified with protein and other essential nutrients. Many individuals are turning to functional foods to help manage weight, reduce the risk of cardiovascular conditions, control obesity, and prevent diabetes—health issues that are increasingly linked to stressful and fast-paced lifestyles. As a result, protein-enriched functional foods are emerging as a practical option for individuals seeking long-term wellness solutions.
• In terms of distribution channels, online stores captured the largest share of 60.4% in 2022. The COVID-19 pandemic brought a significant transformation in consumer buying patterns, as many individuals shifted from in-store purchases to digital platforms. The convenience of online shopping, coupled with exposure to multiple product options, discounts, and wider availability, has strengthened the online channel’s dominance. Post-pandemic, consumers have become more adaptive, exploring multiple digital touchpoints and demonstrating greater openness to trying new shopping platforms. This shift in consumer behavior is expected to continue driving the online sales of protein supplements in the foreseeable future.

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Market Size & Forecast

• 2022 Market Size: USD 1.90 billion
• 2030 Projected Market Size: USD 3.52 billion
• CAGR (2023- 2030): 7.8%

Key Companies & Market Share Insights

The global protein supplements market is highly competitive, primarily due to the presence of numerous players in the industry. Many companies in the market are actively engaged in developing innovative products to meet the demands of consumers. For example, in October 2022, Optimum Nutrition, a sports nutrition brand of Glanbia, launched a new plant-based protein powder called Gold Standard 100% Plant Protein. The formula is made with 100% vegan ingredients and contains 24 grams of protein to support fitness activities. The launch is in response to the growing trend of plant-based alternatives in the market. 

Key Players

• Glanbia Plc
• MusclePharm
• Abbott
• CytoSport Inc.
• QuestNutrition LLC
• Iovate Health Sciences International Inc
• The Bountiful Company
• AMCO Proteins
• Now Foods
• Transparent Labs
• WOODBOLT DISTRIBUTION LLC
• Dymatize Enterprises LLC
• BPI Sports
• Jym-Supplement-Science
• RSP Nutrition
• International Dehydrated Foods, Inc
• BRF
• Rousselot
• Gelita AG
• Hoogwegt

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Conclusion

The U.S. protein supplements market is expected to witness sustained growth over the coming years, driven by increasing consumer focus on health, fitness, and nutrition. The market benefits from innovation in product formulation, expansion of plant-based alternatives, and rising demand for functional foods. The pandemic accelerated a permanent shift toward online distribution channels, strengthening accessibility for consumers nationwide. While animal-based proteins remain dominant, plant-based proteins are set to gain rapid traction due to their health and sustainability benefits. Overall, the market outlook remains highly promising, offering strong opportunities for manufacturers to cater to evolving consumer preferences and wellness trends.