Women Now Outnumber Men Globally in Seeking Higher Protein Intake: Euromonitor International

In the US, protein supplementation has experienced a strong surge in demand as shoppers face soaring protein costs due to inflation, especially in the case of eggs. Even so, protein’s appeal for sports nutrition remains strong in marketplaces such as South Korea, where the ready to drink protein marketplace is thriving due to a rise in both gym culture and general health consumption.

Protein’s expanding reach: beyond supplements and gym culture Driven by these shifting consumer motivations, protein claims are expanding beyond traditional supplements and sports nutrition products to permeate new food and beverage groups. While protein claims are not new to packaged food items such as snack bars and plant-based alternatives, the industry is seeing growing momentum in protein-enriched beverages such as waters, juices and teas and coffees.

Recent examples include Nestle’s high-protein Milo Pro and Don’t Quit, a protein soda backed by Keurig Dr Pepper, both of which introduced this year. Brands are also developing protein-enriched products that are marketed towards life stage and gender specific needs, such as supporting nutrition during GLP-1 usage or to benefit menstrual health.

The label has achieved a sustained 88% advance rate into 2025 and is fast becoming a leader in the e-commerce consumer health space.” Contacts Euromonitor Press Office press@euromonitor.com