Protein Demand Is Shifting Towards Functional Foods & Beverages

According to a survey by The Vitamin Shoppe, online searches for "protein" have surged significantly, with an 81% increase. Additionally, 66% of respondents reported actively seeking ways to boost their protein intake. This indicates a growing consumer emphasis on protein. Notably, the functional positioning of protein supplements has quietly evolved—from primarily serving as post-workout recovery tools (e.g., protein powders) to becoming instruments for promoting overall health.

Historically, powdered forms dominated the protein product market. However, this year, energy bars and beverages have overtaken powders for the first time, driven by faster sales growth. Latest 2025 data shows that, to date, RTD (ready-to-drink) protein beverage sales in The Vitamin Shoppe retail stores have increased by 20% year-over-year, while protein bar and snack sales have risen by 28%. In contrast, protein powder sales have declined by 12%. These figures reflect consumers' growing preference for convenience, taste, and balanced nutritional profiles when purchasing protein products.

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Protein bars have long been a popular format, and this year, their sales have skyrocketed due to enhanced nutrition and improved taste. The expanding protein gap stems from two factors: rising global consumer demand for protein and limitations in traditional protein sources.

As of early 2025, the global population has reached 8.092 billion, more than double the 3.015 billion recorded in the 1960s. At the same time, per capita protein consumption has also grown. For instance, in the U.S., average daily protein intake rose from 98.21g in 1961 to 121.64g in 2022.

Traditional protein sources alone cannot bridge this global protein gap. Take whey protein as an example: industry reports indicate that it takes approximately 24 months for a cow to mature and begin producing milk. Moreover, milk production heavily depends on natural resources. A joint study by the World Wildlife Fund and a Shanghai-based dairy company revealed that producing 1 kg of fresh milk requires 1,172.8 liters of water, along with other resources like land and energy.

This reliance on nature introduces uncertainty into whey protein production. Verified Market Reports notes that yeast protein, a type of fermented protein, addresses inefficiencies and high energy consumption in traditional protein production. By 2030, the global yeast protein market is projected to reach approximately $2.45 billion (RMB 17.6 billion).

Image source: SuperYou

Reference sources:
[1] Global Yeast Protein Market Size by Application (Food and Beverage Industry, Nutritional Supplements) (Single Cell Proteins, Yeast Extracts) by Source (Baker's Yeast, Saccharomyces cerevisiae), 2025.2, Verified Market Reports
[2] Daily per capita protein supply, 1961 to 2022, Food and Agriculture Organization of the United Nations (2024)

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