Experts agree that the protein ingredients market is in full expansion — and isn’t showing any signs of slowing. The overall protein market is growing about 7 percent each year, and beverage usage for proteins is growing about 10 percent each year, says Sam Wright IV, chief executive officer of The Wright Group, Crowley, La. “The aging of the population, the trend toward snacking as opposed to full meals, and the increase in gluten-free and vegetarian diets are major drivers behind this trend,” he says.
Once considered a beverage ingredient geared toward athletes, protein has gained mainstream exposure and is appealing to a wider range of consumers seeking to fulfill their nutritional needs.