{"id":85913,"date":"2025-09-26T02:15:12","date_gmt":"2025-09-26T02:15:12","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/85913\/"},"modified":"2025-09-26T02:15:12","modified_gmt":"2025-09-26T02:15:12","slug":"why-women-might-be-the-future-of-the-protein-market","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/85913\/","title":{"rendered":"Why Women Might be the Future of the Protein Market"},"content":{"rendered":"

For the first time, women outnumber men in seeking higher protein intake, a scientific and cultural shift that bodes well for the long-term health of the fast-growing protein category<\/strong><\/p>\n

Move over, gym bros. Women are officially the\u00a0biggest\u00a0force behind the global protein boom. <\/p>\n

For the first time, women outnumber men in seeking higher protein intake, making up 51% of consumers adding more protein to their diets, data analytics firm Euromonitor International revealed at a recent conference.<\/p>\n

It\u2019s no coincidence,\u00a0considering more women are strength training<\/a>\u00a0and protein tends to be part of\u00a0the\u00a0routine.<\/p>\n

\u201cAs consumers increasingly recognize the importance of protein in maintaining overall health, the supplement industry is witnessing a significant shift towards prevention and wellness, driven by growing demand from diverse consumer groups,\u201d Matthew Oster, head of health, beauty and hygiene insights at Euromonitor International, said.<\/p>\n

Euromonitor\u2019s data shows markets from India to the U.S. are fueling the shift, each for different reasons. <\/p>\n

India<\/a> has seen a 14% year-on-year increase in protein supplement demand, driven by high rates of deficiency in a population where many follow vegetarian or vegan diets. In the U.S., consumers have turned to supplementation as soaring food inflation makes meeting protein needs more expensive.\u00a0<\/p>\n

Meanwhile, in South Korea,\u00a0protein\u2019s\u00a0athletic appeal still resonates.\u00a0A booming gym culture has helped ready-to-drink protein products thrive, expanding consumption beyond athletes to everyday health seekers, according to Euromonitor.<\/p>\n

Food Brands, Investors Ride the Protein Wave<\/strong><\/p>\n

Protein is also expanding into categories beyond shakes and powders, though beverages are leading the way, with launches such as Nestl\u00e9\u2019s high-protein Milo Pro and Don\u2019t Quit, a protein soda backed by Keurig Dr Pepper that secured $15 million this spring. Even coffee has been buzzing with protein, as Bulletproof launched an instant ice coffee blend packed with 12 grams of whey protein and twice the caffeine of a typical 8-ounce cup.\u00a0<\/p>\n

Celebrity founders are jumping in, too. This month,\u00a0Alex Cooper, host of the popular \u201cCall Her Daddy\u201d podcast, expanded her Unwell Hydration brand with a Target-exclusive protein line<\/a>, joining Khloe Kardashian\u2019s Khloud brand. Beyond grocery shelves, quick-service restaurant players such as Subway, Starbucks and Smoothie King have been\u00a0bulking up\u00a0their menus with high-protein offerings.<\/a><\/p>\n

Nick Stene, senior global insight manager for consumer health at Euromonitor International, predicts that the trend is here to stay, especially considering the number of brands targeting specific demographics with protein-enriched products to support menstrual health or nutrition for GLP-1 users.<\/p>\n

See Also<\/p>\n

\"woman<\/a><\/p>\n

\u201cWe will continue to see growth in the protein product industry as opportunities emerge for product innovation that meets consumer health concerns and evolving demand,\u201d he said. <\/p>\n

Of course, investors are pouring into protein\u00a0as well.\u00a0Boston-based Slate Milk raised $23 million this month in a Series B to expand its ready-to-drink lineup, which now includes Ultra Protein beverages with 42 grams of protein per can and high-protein cookies. The deal follows that of David,\u00a0the shiny gold-packaged protein bar brand, which\u00a0recently landed $75 million to scale retail distribution.<\/a><\/p>\n

\"handscredit: David<\/p>\n

And it\u2019s not just drinks and bars. Crunchbase\u00a0data<\/a>\u00a0shows investors are backing everything from animal-free egg whites to chickpea protein and\u00a0Kardashian-approved popcorn<\/a>.\u00a0In total, 28 recently funded protein startups have\u00a0pulled in\u00a0more than $2 billion, demonstrating the\u00a0power\u00a0of protein.<\/p>\n

For fitness operators, the data\u00a0signals\u00a0an\u00a0expanding audience for protein products<\/a>.\u00a0In practice,\u00a0that\u00a0could mean partnering with brands to stock a grab-and-go cooler,\u00a0giving\u00a0clients convenient access to protein shakes, coffees, functional drinks or grab-and-go snacks.<\/p>\n","protected":false},"excerpt":{"rendered":"For the first time, women outnumber men in seeking higher protein intake, a scientific and cultural shift that…\n","protected":false},"author":2,"featured_media":85914,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[277],"tags":[56679,2594,18,1510,135,19,17,508,170,12000],"class_list":{"0":"post-85913","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-atn-pro","9":"tag-data","10":"tag-eire","11":"tag-funding","12":"tag-health","13":"tag-ie","14":"tag-ireland","15":"tag-nutrition","16":"tag-protein","17":"tag-womens-health"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/85913","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=85913"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/85913\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/85914"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=85913"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=85913"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=85913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}