United States Protein Cookie Market 2025 | Growth Drivers, Market Forecast, Competitive Landscape & Business Opportunities

Market Size and Growth

The Global Protein Cookie Market reached US$ 1.5 billion in 2022 and is expected to reach US$ 2.5 billion by 2030 and is expected to grow with a CAGR of 6.2% during the forecast period 2024-2031.

Key Development:

United States: Recent Industry Developments

✅ In November 2025, Kellanova is set to launch "Pop-Tarts Protein," a new line of toaster pastries featuring 10 grams of protein per serving in flavors like strawberry, blueberry, and brown sugar cinnamon. This innovation aims to tap into the growing demand for high-protein snacks.

✅ In October 2025, BUILT Bar, a Utah-based protein bar company, is exploring a potential sale that could value the brand at over $1 billion. The company has engaged investment bank Houlihan Lokey to manage the sale process.

✅ In October 2025, David Bars, a high-protein snack brand, has generated $10 million in sales since its launch in September 2024 and is projected to exceed $100 million in 2025. The bars contain 28 grams of protein and are popular among health-conscious consumers.

Japan: Recent Industry Developments

✅ In September 2025, Leaft Foods and Lacto Japan announced a collaboration to scale up Rubisco protein for food manufacturing. This partnership aims to enhance the production of plant-based protein ingredients, aligning with Japan's growing demand for sustainable and nutritious food options.

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Protein cookies are snack products enriched with protein from sources like whey, soy, or plant-based proteins. They provide convenient nutrition, support muscle recovery, satiety, and energy, making them popular among fitness enthusiasts and health-conscious consumers.

Recent Mergers and acquisitions:

United States: Recent M&A Activity

✅ In October 2025, BUILT Bar, a Utah-based protein bar company, is exploring a potential sale that could value the brand at over $1 billion. The company has engaged investment bank Houlihan Lokey to manage the sale process.

✅ In September 2025, Mama's Creations acquired Crown I Enterprises for $17.5 million. This acquisition adds a 42,000-square-foot USDA-certified production facility and approximately 200 employees, enhancing Mama's Creations' production capacity and operational capabilities.

✅ In January 2025, Ferrero Group announced its acquisition of Power Crunch, known for its high-protein wafer bars and crisps. This move supports Ferrero's expansion into the better-for-you product category in the United States.

Japan: Recent M&A Activity

✅ In July 2025, House Foods partnered with a U.S.-based protein snack company to co-develop protein cookie products for the Japanese market. This collaboration aims to introduce high-protein snacks to Japanese consumers, capitalizing on the growing demand for functional foods.

✅ In June 2025, Asahi Group Holdings acquired a domestic protein cookie manufacturer to expand its portfolio of functional snacks. This acquisition aligns with Asahi's strategy to enhance its presence in the health-focused snack market.

Key Players:

=> No Cow LLC, Justine's Limited, Lenny & Larry's LLC, Munk Pack, MuscleTech, NuGo Nutrition, Xterra Nutrition, The Hershey Company, Quest Nutrition, and Buff Bake.

Growth Forecast Projected:

The Global Protein Cookie Market is anticipated to rise at a considerable rate during the forecast period, between 2024 and 2031. In 2023, the market is growing at a steady rate, and with the rising adoption of strategies by key players, the market is expected to rise over the projected horizon.

Research Process:

Both primary and secondary data sources have been used in the global Protein Cookie Market research report. During the research process, a wide range of industry-affecting factors are examined, including governmental regulations, market conditions, competitive levels, historical data, market situation, technological advancements, upcoming developments, in related businesses, as well as market volatility, prospects, potential barriers, and challenges.

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Key Segments:

➥ By Flavor: Fruit & Dried Fruits, Chocolate, Nuts & Seeds, Others

➥ By Protein Source: Plant Source, Animal Source

➥ By Distribution Channel: Supermarkets/Hypermarkets, Convenience Stores, Online Stores, Others

Regional Analysis for Protein Cookie Market:

⇥ North America (U.S., Canada, Mexico)

⇥ Europe (U.K., Italy, Germany, Russia, France, Spain, The Netherlands and Rest of Europe)

⇥ Asia-Pacific (India, Japan, China, South Korea, Australia, Indonesia Rest of Asia Pacific)

⇥ South America (Colombia, Brazil, Argentina, Rest of South America)

⇥ Middle East & Africa (Saudi Arabia, U.A.E., South Africa, Rest of Middle East & Africa)

Benefits of the Report:

Chapter 1: Sets the stage by outlining the report's coverage, summarizing key market segments by region, product type, and application. Presents a snapshot of market sizes, growth potential across segments, and anticipated industry evolution both short and long term.

Chapter 2: Highlights pivotal market insights and uncovers the most significant emerging trends driving change within the industry.

Chapter 3: Offers an in-depth look at the competitive landscape among Protein Cookie producers, including revenue shares, strategic moves, and recent mergers and acquisitions.

Chapter 4: Presents comprehensive profiles of the market's key players, delving into details such as revenue, profit margins, product portfolios, and company milestones.

Chapters 5 & 6: Analyze Protein Cookie revenue at both regional and country levels, providing quantitative breakdowns of market sizes, growth opportunities, and development prospects worldwide.

Chapter 7: Focuses on different market segments by type, examining their individual sizes and potential, guiding readers toward high-impact, untapped market areas.

Chapter 8: Explores segmentation by application, evaluating industry growth potential in various downstream markets and pinpointing promising sectors for expansion.

Chapter 9: Provides a thorough review of the industry's supply chain mapping out both upstream and downstream activities.

Chapter 10: Concludes with a summary of the report's key findings and highlights the most critical takeaways for industry stakeholders.

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FAQ

What is the current size of the Protein Cookie Market?

A: In 2022, the Protein Cookie Market was valued at US$ 1.5 billion , reflecting its strong industry presence.

Q2: How large is the Protein Cookie Market expected to be by 2030?

A: By 2030, industry forecasts suggest the Protein Cookie Market will grow to around US$ 2.5 billion , demonstrating significant expansion.

Q3: What is the growth rate of the Protein Cookie Market?

A: The market is projected to expand at a compound annual growth rate (CAGR) of 6.2% during the forecast period from 2024 to 2031.

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