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**Protein Is the New Soda, Snack, and Senior Plan**

2h ago · 7 sources · trend

Protein is not a trend. It is a land grab.

FrieslandCampina is putting €90M into expanding whey protein capacity in the Netherlands, with full operations expected by 2028. That lines up with a category projected to grow at 7.7% annually through 2033. Supply is gearing up because brands are cramming protein into everything.

Optimum Nutrition just dropped Creatine Gummies with 5g of creatine and ready to drink shakes with 40g of protein, both priced at $39.99 in the US. Crisp Power is pushing pretzels with up to 28g of protein and 10g of fibre per bag, now expanding across major US retailers. Even soda wants in, but taste has limits. L.A. Libations says protein sodas need to stay at or below 10g per serving to keep carbonation drinkable.

Zoom out to India and the runway looks even longer. Between 2023 and 2024, 45.9% of rural and 38.7% of urban consumers still relied on cereals as a protein source. Intake is rising, urban consumers moved from 58.8g to 63.4g per day, rural from 59.3g to 61.8g. Big food is circling, with Marico acquiring Cosmix and Hindustan Unilever taking full control of OZiva.

Add healthy ageing to the mix. Nestlé launched a drinks line tied to longevity, targeting a market projected to hit $43.1bn by 2032. Holland & Barrett is even linking GLP-1 drugs like Wegovy and Mounjaro with in store protein and fibre support.

Why it matters. Protein has moved from gym bro powder to everyday utility. Snacks, soda, senior nutrition, weight management. The winners will control supply and nail format. Not who can shout the loudest about grams.

Key facts

  • FrieslandCampina Ingredients is investing €90M to increase whey protein capacity in Bedum, Veghel and Workum in the Netherlands, with full operational capacity expected by 2028.
  • Global whey protein demand is projected to grow at a 7.7% CAGR through 2033, according to Grand View Research.
  • ITC Foods said protein intake in India remains predominantly cereal-based, with 45.9% of rural and 38.7% of urban Indians consuming cereal as a protein source between 2023 and 2024.
  • Average per capita daily protein intake in urban India increased from 58.8g to 63.4g, and from 59.3g to 61.8g in rural areas, according to the Household Consumption Expenditure Survey 2022-23 and 2023-24.
  • Optimum Nutrition launched Creatine Gummies delivering 5g of creatine and 40g ready-to-drink protein shakes, both retailing at $39.99 in the US.
  • Crisp Power Protein Pretzels contain up to 28g of protein and 10g of fibre per bag and are expanding distribution across major US retailers.
  • In India, Marico acquired Cosmix and Hindustan Unilever completed the full acquisition of OZiva as part of the growing protein supplements market.
  • Danny Stepper, CEO of L.A. Libations, said protein sodas should stay at or below 10g of protein per serving to maintain acceptable taste in carbonated formats.
  • Holland & Barrett partnered with Phlo to signpost customers to GLP-1 weight loss drugs such as Wegovy and Mounjaro, while offering protein and fibre support products in-store and online.
  • Nestlé launched its first drinks line aligned with the healthy longevity trend as the elderly nutrition market is projected to reach $43.1bn by 2032.
  • €90M
  • 7.7%
  • 45.9%
  • 38.7%
  • 63.4g
  • 61.8g
  • 5g
  • 40g

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