Clear Whey Protein Market Size, Share & Trends Analysis Report By Product (Flavored, Unflavored), By Distribution Channel (Hypermarkets & Supermarkets, Pharmaceuticals & Drugstores, Specialty Stores, Online, Others), By Region, And Segment Forecasts, 2024 - 2030

Clear Whey Protein Market Size & Trends

The global clear whey protein market size was estimated at USD 2.72 billion in 2023 and is expected to expand at a CAGR of 6.7% from 2024 to 2030. The increasing health and fitness consciousness among consumers is expected to be the most notable driver for the growth of clear whey protein market across the world. With growing awareness about the benefits of protein consumption, especially among fitness enthusiasts and athletes, the demand for high-quality protein supplements has witnessed an increase. Clear whey protein, known for its high protein content and low fat and carbohydrate levels, aligns perfectly with the nutritional needs of this demographic, thus, expected to augment its growth and demand during the forecast period.

Consumers are increasingly looking for clean label products that are free from artificial additives and preservatives. Clear whey protein, often marketed as a clean and pure source of protein, caters to this demand. The transparency in ingredient lists and the absence of unnecessary additives make these products more appealing to health-conscious consumers. A survey conducted by the International Food Information Council (IFIC) in 2021 found that 64% of consumers are more likely to purchase food and beverage products that contain ingredients they recognize. This trend towards clean label products is driving manufacturers to innovate and offer clear whey protein products that meet these consumer expectations, further augmenting the growth of the clear whey protein market across the world during the forecast period.

The sports nutrition market has witnessed notable growth over the years, fueled by the increasing number of fitness centers, health clubs, and a rising number of professional athletes. Clear whey protein, with its high bioavailability and rapid absorption, is highly preferred by athletes for post-workout recovery and muscle maintenance.

Furthermore, consumers are becoming increasingly conscious about the quality and efficacy of the nutritional supplements they consume. This has led to a preference for products that are scientifically formulated, backed by research, and proven to deliver results. Clear whey protein, which is often derived from high-quality whey protein isolate, meets these criteria.Whey protein isolate undergoes a rigorous filtration process to remove excess fat, lactose, and carbohydrates, resulting in a product that is high in protein and low in impurities. This high level of purity enhances the protein's effectiveness and appeal to consumers who prioritize quality.

Moreover, manufacturers are continually innovating to cater to the evolving consumer demands. Clear whey protein is a product of such innovation, offering a refreshing, easy-to-digest alternative to traditional whey protein. The clear, juice-like texture and appealing flavors have made it a popular choice, especially among those who find traditional protein shakes too heavy or unpalatable. For instance, Myprotein, a leading sports nutrition brand, launched its clear whey isolate in a variety of flavors like Lemonade, Mojito, and Peach Tea, which have been well-received in the market. This product not only meets the protein requirements but also provides a refreshing drink option, thereby enhancing the consumer experience.

Product Insights

The flavored clear whey protein accounted for a revenue share of 70.82% in 2023. The consumer preference for taste and variety is expected to contribute to the popularity and adoption of the flavored clear whey protein over unflavored clear whey protein. Many consumers find the natural taste of unflavored whey protein to be bland or unpleasant, making flavored options more appealing. Flavored whey protein comes in a wide range of flavors, such as chocolate, vanilla, strawberry, cookies and cream, and more exotic options like mocha, peanut butter, and matcha. This variety caters to diverse taste preferences and keeps consumers engaged.

Furthermore, the whey protein industry has seen a notable innovation and development in the flavored segment. Manufacturers continuously experiment with new flavors and formulations to keep up with consumer trends and preferences. This constant innovation helps maintain consumer interest and attracts new customers. For instance, Myprotein regularly introduces limited-edition flavors and seasonal varieties, such as pumpkin spice for autumn and tropical flavors for summer. These innovations not only cater to current trends but also create a sense of novelty and excitement around the product, driving higher sales and market share for flavored whey protein during the forecast period.

The unflavored clear whey protein market is expected to grow at a CAGR of 5.6% from 2024 to 2030. The increasing consumer demand for the clean label and natural products is expected to augment the growth of unflavored clear whey protein market during the forecast period. Clean label products are those that contain minimal ingredients, without artificial additives, preservatives, or flavors. As consumers become more health-conscious and educated about what they consume, there is a growing preference for products that are perceived to be more natural and less processed.Unflavored whey protein, with its simple composition, meets these clean label criteria, making it a preferred choice for consumers seeking purity and transparency in their protein supplements, thus, driving its growth during the forecast period.

Distribution Channel Insights

Sales through specialty stores such as fitness stores and nutrition/supplement shops, accounted for a revenue share of 30.06% in 2023 in the clear whey protein market. Specialty stores typically provide a more tailored and interactive shopping environment compared to larger, more generalized retail formats. Staff at these stores are often trained and knowledgeable about the products they sell, allowing them to provide personalized recommendations based on individual customer needs and preferences.

Furthermore, specialty stores typically offer a wider range of whey protein products compared to other offline retail channels. They stock various brands, formulations, flavors, and sizes, providing consumers with a broad selection to choose from. In addition, specialty stores often carry exclusive brands and premium products that are not readily available in other offline retail channels. All these factors are expected to drive the demand and sales of clear whey protein market through this channel during the forecast period.

Sales of clear whey protein through online channels are expected to grow with a CAGR of 8.4% from 2024 to 2030. Online channels offer convenience, allowing customers to browse, compare, and purchase clear whey protein from the comfort of their homes. Furthermore, online platforms facilitate transparent pricing and easy comparison shopping, enabling consumers to quickly compare prices, ingredients, and customer reviews across different brands and retailers.

Moreover, online retailers typically offer a much broader range of whey protein products compared to physical stores. This includes various brands, formulations, flavors, and sizes. Consumers have access to an extensive selection, allowing them to find products that precisely meet their preferences and dietary requirements.For instance, online platforms like Amazon and Bodybuilding.com provide a vast array of whey protein options, from mainstream brands to niche, specialized products. This wide variety attracts consumers who are looking for specific types of whey protein that may not be available in local stores. Thus, this preference for online channels is expected to drive high sales growth through this channel in the clear whey protein market during the forecast period.

Regional Insights

North America clear whey protein market accounted for a revenue share of 37.19% in 2023. The increasing awareness and emphasis on health and fitness have led to a surge in demand for protein supplements, including clear whey protein. Consumers are becoming more health-conscious and are actively seeking products that support their fitness goals. According to the International Health, Racquet & Sportsclub Association (IHRSA), the health club industry in the U.S. alone generated more than USD 30 billion in revenue in 2022, reflecting the high engagement in fitness activities, which is expected to drive the demand and sales of clear whey protein in the region during the forecast period.

U.S. Clear Whey Protein Market Trends

The clear whey protein market of the U.S. is expected to grow at a CAGR of 5.9% from 2024 to 2030. In the U.S., there is a growing interest in sports nutrition, driven by both amateur and professional athletes. Clear whey protein is particularly popular due to its easy digestibility and quick absorption, making it ideal for post-workout recovery.Many sports nutrition brands in the U.S. promote clear whey protein as an essential part of an athlete’s diet, contributing to its popularity, which is expected to drive the growth of clear whey protein market in the country during the forecast period.

Asia Pacific Clear Whey Protein Market Trends

Asia Pacific clear whey protein market is expected to grow at a CAGR of 8.0% from 2024 to 2030. Increasing health awareness and the benefits of protein consumption are driving the demand for whey protein supplements in countries like China, India, Australia, South Korea, and Japan. Furthermore, the growth of e-commerce platforms in Asia Pacific has made it easier for consumers to access a wide range of clear whey protein products. Online retailers offer competitive pricing, extensive product information, and consumer reviews, further expected to drive the adoption of clear whey protein in the region during the forecast period.

Europe Clear Whey Protein Market Trends

The clear whey protein market of Europe is expected to grow at a CAGR of 6.8% from 2024 to 2030.Europe has a strong sports culture, with high participation rates in sports and fitness activities. This drives the demand for effective and high-quality protein supplements like clear whey protein. Furthermore, European consumers are increasingly looking for natural and clean-label products. Clear whey protein, often marketed as a natural and low-calorie protein source, fits well within this trend, which is further expected to contribute to the growth of the clear whey protein market in Europe during the forecast period.

Key Clear Whey Protein Company Insights

The market is characterized by numerous well-established and emerging players. Manufacturers are investing in research and development to innovate new formulations and flavors of clear whey protein. This includes improving taste profiles, enhancing solubility, and exploring new ingredients to meet consumer preferences for clean-label and natural products. Furthermore, many manufacturers are expanding their product lines to offer a wider variety of clear whey protein options. This includes different protein concentrations (e.g., 100% whey isolate vs. blends), packaging sizes, and targeted formulations for specific consumer needs (e.g., post-workout recovery, and meal replacements).

In addition, manufacturers are collaborating with fitness influencers, nutrition experts, and sports organizations help manufacturers reach their target audience and enhance product credibility.

Recent Developments

• In February 2024, SCI-MX, a UK-based sports nutrition brand, has added a new clear whey protein isolate to its product portfolio. The new product, which provides an alternative to traditional milky protein powder, contains 21g of protein per serving and is available in Tropical Island Punch and Apple & Blackcurrant flavors.

• In January 2024, Aimia Foods, a UK food and drink manufacturer, launched its first product i.e. clear whey protein powders in the sports nutrition industry. The new offering, named Isovibe, features a range of four flavors: peach and raspberry, cherry and apple, lemon and lime, and mango and passion fruit. Isovibe's formula incorporates rapidly absorbing hydrolyzed whey protein isolate and uses authentic fruit powders in its production. Each serving of these sugar-free powders provides 22 grams of protein and contains 93 calories.

• In December 2023, MyProtein, a sports nutrition company launched a new variant of Iron Brute, a whey protein described as a "Scottish mystery". The product, which is orange in color and described as a "nostalgic Scottish taste", was launched in collaboration with Scottish brothers and won over Europe's strongest man, Luke Stoltman, and two-time World's Strongest Man, Tom Stoltman. The new flavor contains 20g of hydrolyzed protein and 81 kcal per serving, with zero sugar, aiming to help consumers stay on track with their training and macronutrient goals.

• In October 2023, Optimum Nutrition, a sports nutrition brand, announced the launch of Clear Protein, a new product that uses cutting-edge technology to create protein shakes. This 100% plant-based protein isolate has a delicious, fruity flavor and contains 20 grams of protein per serving to support training and daily nutrition goals. Clear Protein comes in two flavors: Lemon Smoothie and Juicy Peach. Additionally, the product is approved by the Vegetarian Society.

Clear Whey Protein Market Report Scope

Global Clear Whey Protein Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global clear whey protein market report based on product, distribution channel, and region.

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Flavored

    • Vanila

    • Chocolate

    • Orange

    • Berries

    • Mango

    • Apple

    • Grapes

    • Others

  • Unflavored

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Hypermarkets & Supermarkets

  • Pharmacies & Drugstores

  • Specialty Stores

  • Online

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • U.K.

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Australia & New Zealand

    • South Korea

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa