Beyond Gyms: U.S. protein powders go mainstream

NEWARK, Del. — The U.S. high-protein powders market is expected to grow at a 6.4% compound annual rate through 2035, driven by increased use of protein nutrition in clinical care, high-performance sports, and daily wellness routines, according to a new forecast from Future Market Insights.

The U.S. remains one of the top protein markets, driven by a mature fitness culture, advanced sports science facilities, and growing acceptance of protein supplements beyond traditional bodybuilding. Experts point out rising demand in medical nutrition therapy, healthy aging, and weight management as key factors.

Precision Nutrition Fuels Product Mix Shift

U.S. consumers are increasingly preferring high-purity formulations, with protein isolates making up the largest share of sales. These products are appreciated for their faster absorption, lower lactose content, and targeted functions, aligning with the demand for nutrition customized to specific metabolic and recovery needs.

Hydrolysates and micro-filtered isolates are also gaining popularity as protein powders enter clinical settings, including post-surgical recovery and senior care focused on preventing muscle loss.

Animal-Based Proteins Lead, Plant-Based Expands

Animal-based proteins, particularly whey and casein, continue to dominate U.S. sales due to proven bioavailability and complete amino acid profiles. At the same time, plant-based powders are seeing steady uptake, driven by clean-label preferences, food sensitivities, and sustainability considerations.

Manufacturers are responding with blended protein formulations that mix animal and plant sources to meet performance, digestibility, and labeling expectations.

Competitive Landscape

The U.S. market remains somewhat concentrated, with established companies investing heavily in research, formulation science, and partnerships across fitness, healthcare, and retail sectors. Companies such as Glanbia Performance Nutrition and Abbott continue to expand their portfolios, while digital-first brands like Myprotein and Nutrabolt are accelerating growth through direct-to-consumer strategies and rapid product innovation.

Future Market Insights states that ongoing improvements in flavor systems, increased clinical applications supported by insurance, and expanding B2B support for food and beverage products are expected to keep the U.S. market on a strong growth path through 2035.