Protein Water Market Synopsis

The global Protein Water Market was valued at USD 10.52 billion in 2023 and is likely to reach USD 22.47 billion by 2032, increasing at a CAGR of 8.8% from 2024 to 2032.

Protein water is obtained by combining protein powder and water. It is sold in packaged form and has become popular in recent years, especially among those looking to hydrate after exercise. Regardless, you may be wondering if protein water is healthy or necessary.

• Whey protein isolate, which is extracted from cow's milk, is one of the most common proteins used in this product. Though, other types of proteins are also used, including plant proteins and animal collagen peptides derived from connective tissue.
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• Depending on the brand of protein water, it can be quite high in protein and yet relatively low in calories. For example, a 16 oz (480 ml) bottle of this product can contain 15 grams of protein and only 70 calories.
• Protein water can also contain quite a few vitamins and minerals per calorie - but it depends on the brand. Varieties made from milk protein or collagen also contain calcium and magnesium, two minerals important for bone health. In addition, some types may contain added vitamins and minerals, including vitamins B6, B12, C, and D. Some brands use less healthy ingredients such as added sugars and artificial colours, flavors or sweeteners. Although the amount of sugar used in protein water is probably quite small, it can still add up if you consume a lot of protein water on a regular basis.
• This statistic shows the total manufacturing sales volume for protein concentrates and flavoured or coloured sugar syrups in the United Kingdom (UK) from 2020 to 2023. In 2023, the sales volume of protein concentrates increased to approximately 107 thousand tons.

Protein Water Market Trend Analysis

Athletic and Fitness Market

• Protein water works both ways, quenching your thirst and providing protein, which is essential for muscle recovery and body maintenance. Protein water is designed for our busy lifestyles and is a great companion for busy people. Whether you're at the gym, the office or on the go, it keeps you hydrated and you don't need to prepare the protein before consuming it.
• Protein shakes are a guilt-free choice for calorie-conscious people because they provide high protein, low sugar, and minimal fat for weight control. All new supplements in India also make protein water. Due to its rapid absorption, protein water is ideal for recovery after training, replacing protein lost during exercise and reducing the risk of fatigue.
• The hydrolysed collagen content of protein water promotes healthy hair, skin, nails and joints. Studies show that daily protein intake is positively related to satiety and the tendency to overeat. So, if you're on the go and not eating healthy, protein water can satisfy your cravings. Protein consumption is very important for maintaining muscle mass, especially for moderate and high-intensity athletes.
• The milk protein found in milk protein is higher than other types of milk protein and can reduce muscle stiffness. The presence of magnesium, potassium, calcium and sodium helps the body stay hydrated before, during and after activity. It's great to drink in hot weather, on long trips or during sports like a marathon.

Opportunities

Partnerships and Collaborations

• Fitness influencers, nutritionists and wellness brands often have large and engaged followings on social media and other channels. Partnering with these individuals or organizations allows protein water companies to leverage existing audiences and gain exposure to potential consumers interested in health, fitness and nutrition. Collaborations with reputable fitness influencers, nutritionists and health brands bring credibility and prestige to the protein water brand.
• Consumers are more likely to trust endorsements and recommendations from trusted sources in the health and wellness industry, which increases confidence in product quality and effectiveness. Fitness influencers, nutritionists and health brands often have a specific niche or audience within the health and fitness community.
• By partnering with these influencers and organizations, protein water companies can tailor their marketing efforts to reach the ideal demographic, resulting in more targeted and effective communications. Collaborations with fitness influencers and wellness brands may include creating engaging and informative content related to health, exercise and nutrition. This content can include product reviews, educational posts, exercise guides and recipe ideas that include protein water, generate buzz and drive consumers.
• Positive testimonials and endorsements from fitness influencers, nutritionists and health brands can significantly influence consumer perceptions and purchasing behaviour. When respected individuals or organizations endorse a product, it increases its value and benefits in the eyes of consumers, increasing sales and brand loyalty.

Market Segment Analysis:

Market Segmented based on Type, by Distribution Channel and region.

By Type, Flavoured Protein Water Is Expected to Dominate the Market During the Forecast Period 2024-2032

There are segmentations By Type, Flavoured Protein Water and Unflavoured Protein Water

• Flavoured protein water is preferred by many consumers because of its enjoyable taste experience. The variety of added Flavors, ranging from fruity to dessert-inspired flavors, makes flavoured protein water more appealing and enjoyable to drink. Flavourings in protein water mask the natural taste of the protein, which can be unpleasant or bland for some consumers. By offering flavoured options, manufacturers can create tastier products that appeal to a wider audience, including those who might find the taste of unflavoured protein water off-putting. 
• Flavoured protein water is available in a variety of Flavors, allowing consumers to choose options that suit their taste preferences and nutrition. This selection encourages repeat purchases and promotes brand loyalty as consumers explore different flavors and find their favourites. Consumer trends indicate high demand for tasty functional drinks, including flavoured protein water. Manufacturers are responding to this demand by prioritizing the development and marketing of flavoured varieties to meet consumer expectations and increase sales. Effective marketing strategies highlight the taste and health benefits of flavoured protein water.
• Manufacturers emphasize the refreshing taste and hydration of the flavour options, which attract consumers who prioritize both taste and functionality in their beverage selection.  Flavoured protein water appeals to a broad audience beyond traditional fitness enthusiasts.

By Distribution Channel, Hypermarkets & Supermarkets held the largest share

By Distribution Channel Segmentations Hypermarkets & Supermarkets, Convenience Stores, Online Channels

• Hypermarkets and supermarkets are convenient shopping locations where consumers can find protein water along with other everyday goods. This all-in-one approach simplifies shopping and allows consumers to purchase protein water on regular trips to the grocery store. Protein water brands benefit from increased visibility through prominent shelf placements and marketing efforts in supermarkets and hypermarkets.
• Brands invest in eye-catching packaging and displays to capture consumers' attention and increase sales. Hypermarkets and supermarkets offer the opportunity to buy large quantities of protein water. This is especially attractive for people who regularly consume protein water as part of their training or diet, allowing them to supplement their favourite beverages.
• Consumers trust products sold in established supermarkets and hypermarkets for their quality and reliability. Buying protein water from these retail outlets instils confidence in the authenticity and safety of the product.

Market Regional Insights: 

North America Region is Expected to Dominate the Market Over the Forecast Period

• In North America, especially the United States, the concept of protein water was adopted and popularized early. This area has been at the forefront of health and wellness trends, and consumers are actively seeking functional beverages to support their active lifestyles. North America has a strong health and fitness culture, and a significant portion of the population is actively involved in fitness and sports.
• Consumers in this region are very conscious of their nutritional choices and often prefer products that offer health and performance benefits, such as protein water. North American companies are known for their ability to innovate and develop products. Many protein water brands in the region have pioneered new Flavors, formulations and package formats that appeal to consumer preferences and trends.

Market Top Key Players:

• Protein2o (United States)
• Premier Protein (United States)
• Trimino Brands (United States)
• Protein2Go (United States)
• PROBalance Protein Water (Australia)
• Protein Water Co. (United Kingdom)
• Dr Pepper Snapple Group (United States)
• Clear Protein (United States)
• Glanbia plc (Ireland)
• Isopure (United States)
• FitWhey (Thailand)
• ProteinWise (United States)
• Drink Big Red (United States)
• Inko's LLC (United States)
• Protein2Fit (United States)
• Bottled Protein Water Company (United States)
• Protein Water Packets (United States)
• Fulfill Nutrition (Ireland)
• WHEYUP (United Kingdom)
• FreshBev (United States)
• Protein Drink Mix (United States)
• Motive Nutrition (Canada)
• Vitamin Well (Sweden)
• LIFEAID Beverage Company (United States)
• UFIT Drinks (United Kingdom) and Other Major Players.

Key Industry Developments in the Market:

• In May 2024, Vievé launches wild cherry-flavoured protein water, Protein water brand Vievé has added a wild cherry flavour to its portfolio. Containing 20g of collagen protein and 90 calories a bottle, the new fruity drink offers ‘light and refreshing functional hydration,’ said Vievé.
• In Jan 2024, Arla Foods Ingredients Introduces New Protein Water Concepts for Health-Conscious Consumers, Arla Foods Ingredients, a leading world innovator of whey protein, is poised to change the way health-conscious consumers nourish their bodies. The company is launching three innovative protein water concepts, each adapted to the different activity levels of the consumer. The new products aim to meet the growing demand for refreshing, natural and protein-rich drinks.