Women now account for 51% of consumers seeking to boost their protein intake, driven by a growing awareness of protein's role in overall health and immunity. The demand for protein supplements is shifting towards prevention and wellness, with diverse consumer groups, including women, increasingly recognizing the benefits of protein beyond its traditional association with fitness.

Protein claims are expanding beyond traditional supplements to permeate new food and beverage groups, with products like protein-enriched beverages gaining momentum. Brands are also developing protein-enriched products targeted towards specific life stage and gender needs. The industry is expected to see continued growth as opportunities for product innovation arise to meet evolving consumer health concerns and demand.