US Whey Protein Market Research Report: Forecast (2024-2030)

Market Definition

Whey protein is a high-quality protein derived from whey, the liquid portion of milk that separates during cheese production. It is rich in essential amino acids and bioactive compounds, making it a popular dietary supplement for muscle building, weight management, and overall health and fitness.

Market Insights & Analysis: US Whey Protein Market (2024-30):

The US Whey Protein Market is estimated to grow at a CAGR of around 8% during the forecast period, i.e., 2024-30. The presence of a large number of overweight and obese individuals in the US has largely accelerated the growth of the US Whey Protein Market. For instance, as per the Centers for Disease Control and Prevention (CDC), all the US states and territories had an obesity prevalence higher than 20% in 2022 which indicates that more than 1 in 5 adults were obese. This was due to poor dietary habits, sedentary lifestyles, and environmental influences such as food marketing and access to unhealthy foods.  Obesity and overweight pose a threat to digestive health and can lead to the development of various gastrointestinal diseases such as Gastroesophageal reflux disease (GERD), Barrett’s esophagus (BE), erosive esophagitis, constipation, indigestion, and others. Whey protein aids weight management by increasing satiety, preserving lean muscle mass, and enhancing metabolic rate. This assists them to remain healthy and prevent the risk of diseases to a minimum. As a result, individuals have started incorporating whey protein into a balanced diet and exercise regimen for effective weight loss and maintenance. With that, the US Whey Protein Market has witnessed growth.

Further, the availability of whey protein products through various distribution channels, including online retail, specialty stores, gyms, and supermarkets, has made them more accessible to US consumers. This widespread availability has contributed to the market's growth by reaching a larger audience. In the coming years as well, the US Whey Protein Market would continue to witness prosperity. Also, due to factors such as poverty, food insecurity, limited access to nutritious foods, cultural dietary practices, and underlying health conditions, certain segments of the US population experienced malnutrition. Government agencies collaborated with nonprofit organizations, community groups, and healthcare providers to help ensure that these individuals and families have access to protein-rich food products to support their health and well-being. This led to increased adoption of whey protein products in the country and has driven the US Whey Protein Market Growth.

The US Whey Protein Market Driver:

Health Consciousness and Rising Disposable Income Synergistically Drive the Growth of The US Whey Protein Market- Driven by increased health education and a desire for improved quality of life there is a growing emphasis on healthier lifestyles. This has proactively led consumers to integrate protein supplements like whey into their diets. Also, the old age population in the US is growing and this is expected to positively impact the Whey Protein Market. For instance, as per the Population Reference Bureau, it is projected that the number of Americans ages 65 and older will increase from 58 million in 2022 to 82 million by 2050. The increase in the old-age population would contribute to an increased demand for whey protein products due to the increased risk for Sarcopenia which is the loss of muscle mass due to the natural aging process coupled with a desire for improved quality of life among older adults.

Further, increasing disposable personal income has allowed these individuals to spend more on their health. For instance, as per the US Bureau of Economic Analysis, personal income in the US increased from USD21,284.0 billion in 2021 to USD23,315.9 billion in 2023. Due to high disposable income individuals were able to afford premium-priced whey protein products. Consequently, manufacturers also targeted these affluent consumers with higher-quality whey protein offerings, specialized formulations, and premium packaging, potentially driving market growth and innovation in the US Whey Protein Market.

Therefore, owing to the above-mentioned factors the market for Whey Protein in the US would continue to witness prosperity during the forecasting years.

The US Whey Protein Market Opportunity:

Increasing Consumer Interest in Alternatives to Animal-Based Whey Proteins- Due to health, environmental, and ethical reasons, more consumers particularly millennials have started preferring alternatives to animal-based whey proteins. To address this, companies have started developing whey protein products from alternative sources and diversifying their product lines with innovative formulations. These products aim to offer health benefits while delivering superior taste and quality. For example, in 2022, California Performance Co. introduced the world’s first non-animal whey protein to the US. Further, the high disposable income of US citizens, especially millennials enables them to afford premium non-animal-based whey protein products, driving demand for innovative formulations and contributing to market growth. For instance, according to the World Economic Forum, millennial per capita spending is set to increase by over 10% by 2025. It means that each millennial in the United States is projected to spend more money on consumer products such as Whey Protein for better health, thereby driving the market growth. Additionally, partnerships with food scientists and nutritionists are accelerating the development of non-animal-based whey protein products to meet evolving dietary preferences. This is expected to accelerate the US Whey Protein Market in the coming years.

The Whey Protein Market Challenge:

Danger of Counterfeit Whey Protein Products- The availability of counterfeit versions of authentic whey protein products, exacerbated by a lack of awareness and effective detection mechanisms has increased across various distribution channels in the US. This increased availability of counterfeit whey protein products has threatened consumer health and safety, damaging brand reputation, and discouraging the integrity of authentic brands particularly online. This not only impacts sales & revenue of companies but also stains brand reputation, as consumers who unknowingly purchase counterfeit products express dissatisfaction and loss of confidence in the brand. Moreover, these companies developing authentic products face the challenge of halting counterfeit distribution along with rebuilding consumer trust by ensuring the authenticity and quality of their products, thereby safeguarding consumer well-being and preserving market integrity. All these if not addressed would continue to negatively impact the growth of the US Whey Protein Market.

US Whey Protein Market Trend:

The Burgeoning Demand for Clean-Label and Minimally Processed Whey Protein Products: There has been a shift toward healthier and more transparent food choices among consumers residing in the US. They are increasingly seeking whey protein products that are made with real ingredients, contain nominal preservatives, and more importantly are minimally processed. Glanbia plc, one of the key players in the US Whey Protein Market even mentioned that 69% of US adults say they choose foods made with clean ingredients. Hence, to meet the consumer’s need for naturalness, health, authenticity, and transparency, whey protein manufacturers have started developing their products utilizing natural ingredients and sustainable production methods. For instance, in 2022, Lactalis launched two consumer-facing protein items UP2U Recover protein drinks and UP2U Recover unflavored protein powder that are native, are made with the purest form of whey protein, and are minimally processed for US fitness enthusiasts and athletes. Additionally, the growing importance of transparency and purity in infant nutrition has led to a higher preference for clean-label whey protein products in the country. Hence, as consumer preferences increasingly incline towards healthier, more transparent food choices, the US Whey Protein Market is poised for substantial growth with manufacturers developing innovative whey protein solutions to meet these evolving demands.

US Whey Protein Market (2024-30): Segmentation Analysis

The US Whey Protein Market study of MarkNtel Advisors evaluates & highlights the major trends & influencing factors in each segment & includes predictions for the period 2024–2030 at the US level. Based on the analysis, the market has been further classified as:

Based on Product Type

• Whey Protein Concentrate (WPC)
• Whey Protein Isolate (WPI)
• Whey Protein Hydrolysate (WPH)

The Whey Protein Isolate (WPI) segment of the Whey Protein Market is anticipated to grow with the highest market share over the forecast period. The market growth has been attributed to increased marketing for whey protein isolate products featuring renowned sportspersons as brand ambassadors. Athletes serve as influential role models not only within the sporting arena but also to a broader audience. They create a connection between a brand and consumers leading to customer acquisition and an increase in sales, driving the US Whey Protein Market. Further, due to heightened health awareness and the widespread accessibility of fitness resources and organized sports programs, there is an increased participation in sports. For instance, as per the National Federation of State High School Associations, a total of 7,857,969 participants competed in high school sports in the US in 2022-23, an increase of nearly 240,000 from 2021-22 totals. Sportspersons have started using whey protein isolates to build or maintain muscle mass and ultimately improve their sports performance. Also, the fact that whey protein isolates are suitable for all types of training including easy or harder training, and can be used for any sport, whether that's cycling, running, football, or a gym workout, their adoption has increased further. Hence, considering the aforementioned factors the Whey Protein Isolate Segment in the US Whey Protein Market would continue to witness prosperity.  

Based on the Distribution Channel

• Online Stores
• Supermarkets/Hypermarkets
• Pharmacies
• Specialty Stores

Among them, Supermarkets/Hypermarkets experienced significant growth in the US Whey Protein Market. The market growth has been significantly driven by the widespread presence of supermarkets and hypermarkets such as Dollar General, Family Dollar, etc. across the US states and territories. This extensive reach has allowed whey protein companies to tap into a broader consumer base and enhance brand visibility by stocking their products in these retail outlets. With supermarkets and hypermarkets offering a diverse selection of whey protein products, competitive pricing, and convenient one-stop shopping experiences, consumers seeking nutritional solutions find them advantageous over other distribution channels. Furthermore, these Supermarkets/Hypermarkets provide valuable promotional opportunities, contributing to increased sales and overall market expansion for whey protein brands. Furthermore, post COVID-19, the inclination of the consumers towards online shopping has increased which is anticipated to lead to a significant growth of online segment in the whey protein market.

US Whey Protein Market Recent Development:

• 2024: Nestlé SA debuted its first precision fermentation dairy protein powder, an animal-free and lactose-free whey isolate product dubbed Better Whey under the Orgain brand in the US.
• 2022: Fonterra Limited in collaboration with Tillamook County Creamery Association (TCCA) and Three Mile Canyon Farms via Columbia River Technologies (CRT) introduced Pro-OptimaTM, a Grade A Functional Whey Protein Concentrate (WPC), in the US.

Gain a Competitive Edge with Our US Whey Protein Market Report

• US Whey Protein Market Report by MarkNtel Advisors provides a detailed & thorough analysis of market size & share, growth rate, competitive landscape, and key players. This comprehensive analysis helps businesses gain a holistic understanding of the market dynamics & make informed decisions.
• This report also highlights current market trends & future projections, allowing businesses to identify emerging opportunities & potential challenges. By understanding market forecasts, companies can align their strategies & stay ahead of the competition.
• The US Whey Protein Market Report aids in assessing & mitigating risks associated with entering or operating in the market. By understanding market dynamics, regulatory frameworks, and potential challenges, businesses can develop strategies to minimize risks & optimize their operations.