The Rapid Transformation of the High-Protein Foods Market

In recent years, high-protein foods have transformed from a niche market into a mainstream trend. This market exhibits a strong innovation dynamic. These products, which were initially favored by athletes looking to build muscle, are now consumed by a much broader consumer base. Additionally, the market is shaping itself according to consumers’ evolving expectations, leading to increased product diversity. These products, which have become the choice of many individuals seeking to maintain a balanced diet in the fast-paced modern lifestyle, have transitioned from being solely consumed by individuals engaged in intense sports, often referred to as ‘athlete nutrition.’ Today, the key words associated with these products are protein and efficiency…
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A $17 Billion Market

The high-protein foods market, which had a size of $15.6 billion in 2019, is expected to reach $17 billion by the end of 2020[1]. According to the Grand View Research report, the market is projected to grow at an annual rate of 8.9% until 2027. While North America, considered a primary player, constitutes 37% of the global market, Europe holds 25%, and the Asia-Pacific region is also making its presence known with a 20% share of the global market. Within the European Union, Italy, Germany, France, and the United Kingdom contribute to approximately two-thirds of this market.
High-protein products are quite popular among European consumers. In the past six months, it is observed that three-quarters of Europeans have consumed a high-protein product[2]. In the United States, a study conducted among individuals aged 18 and over reveals that 28% of the population has used sports nutrition supplements in the past year[3]. In Turkey, the data shows that the consumption of high-protein foods is still at around 3%[4]. However, similar to the global trend, interest in high-protein foods in Turkey is rapidly increasing.

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The Focus in Content is on ‘Health,’ Not ‘Sports’

In recent times, the growing interest in healthy eating and the widespread awareness of self-care among consumers have led to a diversification of consumer profiles in this market. As a result, the innovative dynamics of the market have started to come into play. The increasing variety of high-protein products is now appealing not only to those engaged in intense sports like running and weightlifting but also to anyone who cares about their health and wants to stay fit.
People who engage in activities such as walking or fitness exercises 3-4 times a week, those who want to maintain their shape, individuals seeking healthy products designed for them, those aiming to boost their immune systems, and those looking to fulfill their protein needs all contribute to the emerging different consumer expectations. In line with the changing consumer trend, the market continues to grow with innovative products like protein milk, which offers practical solutions and comes in personalized varieties such as coffee, chocolate, and vanilla.

What used to be categorized as sports nutrition is no longer limited to products targeting professional athletes; it has evolved into products appealing to anyone adopting an active and fit lifestyle.

[1] Grand View Research, Sports Nutrition Market Size, Share & Trends Analysis Report By Product (Drinks, Supplements, Foods), By Distribution Channel (Ecommerce, Bricks & Mortar), By Region, And Segment Forecasts, 2020 – 2027, Şubat 2020
[2] Lactalis with Numerator, Understanding Protein Buyers, 2019
[4] Ipsos, Gıda ve Beslenme Dergisi, Sayı 2