Consumers are demanding nutrient-dense, clean-label protein powders with superfood ingredients.

Amanda Violet Ravotti, Content Creator, Retail and Digital

June 7, 2022

8 Slides

Data recently published in the Nutrition Business Journal Sports Nutrition and Weight Management Report 2022 indicates that protein powders are expected to top $7 billion in sales in 2022.

Driving this growth are natural product consumers and, in particular, self-identified organic consumers, of whom 86% are paying attention to protein in their diets—the largest of any demographic group—according to a recent consumer survey from New Hope Network.

These consumers and others are consciously making healthy choices and opting for protein powders that are high quality, clean label, grass-fed and plant based.

Innovation and nutrition

Over the last couple years, protein powder sales have risen, with consumers focused on products with noteworthy innovations and nutrient-rich ingredients. Clean-label and sustainably sourced protein choices—such as superfood nuts, seeds, legumes and sustainable animal proteins&mdsh;are particularly important to consumers seeking more of this essential macronutrient. Innovative and unique ingredients include chocho, a legume and superfood from the Andes that is packed with protein, vitamins, minerals and essential amino acids. Salmon protein is another new(er)-to-market ingredient, fulfilling consumer demand for more sustainably sourced animal proteins.

Consumers are increasingly supporting healthy protein powders that are unsweetened, low sugar or sugar free, as well as those with quality attributes such as USDA Organic certification.

Here are a few healthy, clean protein powders for retailers to keep on their radar.

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About the Author(s)

Amanda Violet Ravotti

Content Creator, Retail and Digital, NEW HOPE NETWORK

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