With rising health consciousness, fitness, and the surge of GLP-1 users, consumers have been inundated with the importance of protein for overall health. The global whey protein powder market size continues to skyrocket. According to Straits Research Market Report the market size was valued at $12.35 billion in 2024 and is estimated to reach $26.71 billion by 2033.
Dietitians can best customize recommendations based on age and fitness level, but according to the Mayo Clinic, the average adult should consume 60 grams of protein per day or about 10% to 35% of the total calories consumed. If over ages approximately 40 to 50, that number jumps to 75 to 90 grams per day for a 165-pound person. Those protein consumption recommendation figures rise for individuals who exercise regularly. Meeting those targets is driving several new products to hit the market in 2025.
Bulk powder manufacturers are targeting America’s sweet tooth by adding flavors outside of the standard chocolate, vanilla, and strawberry. C4, a sports nutrition brand by Cellucor, has launched two candy bar flavors to their flavor options, including Hershey’s and Reeses. Another sports nutrition brand, Ghost, has added Nutter Butter, Oreo, Cinnabon, and Chips Ahoy to their lineup of bulk whey protein powder on major retailer store shelves.
Whey protein is not the only star in the shelf-stable dairy protein game. Quest Nutrition, known for protein bars, chips, and cookies, recently launched a line of protein-forward milkshakes featuring 45 grams of protein from ultra-filtered milk. Wisconsin-based Nurri has recently come into the scene with an ultra-filtered milkshake packaged in aluminum cans. Boasting 30 grams of protein, is lactose-free, and has 1 gram of sugar these vanilla and chocolate shakes are exclusively sold at Costco.
As a star in muscle growth and repair with essential amino acids, with the added on-the-go convenience, we should expect to see even more whey protein innovations hitting the market as the year marches on.
