United States Plant-Based Protein Supplements Market Growth 2032 | Growth Drivers, Trends & Market Forecast, Competitive Landscape & Investment

Market Size and Growth

Plant-Based Protein Supplements Market size reached US$ 3.61 billion in 2024 and is expected to reach US$ 6.79 billion by 2032, growing with a CAGR of 8.21% during the forecast period 2024-2032

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plant-based protein supplements market that's exploding as more people embrace vegan vibes, flexitarian lifestyles, and eco-friendly eats. From pea protein powders to hemp-infused bars

United States: Recent Industry Developments
✅ February 2026: Marico announced its acquisition of a 60% stake in plant-based protein supplement brand Cosmix, signaling strategic expansion into the growing plant-based nutrition segment.
✅ January 2026: Beyond Meat launched Beyond Immerse, a pea-protein-based functional beverage aimed at tapping into the broader protein product category amid shifting consumer preferences.
✅ December 2025: Industry reports highlighted that North America continues to dominate the plant-based protein supplements market, capturing roughly 44-46% share due to high consumer adoption of plant-based diets and wellness trends.

Japan: Recent Industry Developments
✅ February 2026: Japanese food & nutrition manufacturers expanded distribution of plant-based protein supplements as health consciousness grows among aging populations and urban consumers.
✅ January 2026: Rising interest in plant-based and functional nutrition boosted product launches featuring soy and pea protein formulations tailored to local taste preferences.
✅ December 2025: Japan's market was projected to grow faster than many Western markets, supported by demand for clean-label, sustainable protein options and senior nutrition products.

Major Top Key Players:

Glanbia plc., Now Health Group Inc., Nutiva Inc, Danone SA, MusclePharm Corporation, CytoSport, Inc., General Nutrition Centers (GNC) Holdings, Inc., Quest The Simply Good Food Co, The Nature's Bounty Co, Reliance Vitamin Company, Inc.

Key Developments:

🔹 February 2026
USA - A leading nutrition brand expanded its pea and rice protein blend portfolio targeting sports and active lifestyle consumers with high-protein, allergen-free formulations.

Japan - A Japanese functional foods company launched soy-based ready-to-mix protein sachets enriched with probiotics for aging population nutrition support.

Europe - A European plant-protein startup secured strategic retail partnerships to expand organic vegan protein powders across Germany, France, and the Nordics.

🔹 January 2026
USA - A U.S. nutraceutical manufacturer invested in new production capacity to meet rising demand for clean-label plant-based protein supplements.

Japan - A Tokyo-based brand introduced matcha-infused plant protein blends targeting the wellness and functional beverage segment.

Europe - European sports nutrition brands increased R&D spending on fermented plant proteins to improve digestibility and amino acid profiles.

🔹 December 2025
USA - Major retailers expanded private-label vegan protein supplement offerings amid growing consumer shift toward sustainable nutrition.

Japan - Japanese companies strengthened partnerships with local soy producers to secure sustainable raw material sourcing.

Europe - Regulatory approvals supported the commercialization of new plant-based protein isolates across functional food and supplement applications.

Growth Forecast Projection:

The Global Plant-Based Protein Supplements Market is anticipated to rise at a considerable rate during the forecast period, between 2026 and 2033. In 2025, 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.

Latest Mergers & Acquisitions (M&A)

• Refresco agreed to acquire SunOpta in an all-cash deal ($1.1 billion), broadening its portfolio into plant-based beverages and adjacent plant protein-rich products (deal expected to close Q2 2026).

• Marico Limited acquired a 60% stake in Cosmix Wellness, a D2C plant-based protein supplements and wellness brand, valuing it at ₹375 crore ($25 million)

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Key Segmentations:

By Source: Soy, Pea, Rice, Spirulina, Wheat and Others

By Type: Ready-to-Drink, Protein Powder,Protein Bars and Others

By Distribution Channel: Supermarkets and Hypermarkets, Online Sales, Pharmacies and Drug Stores and Others

Regional Analysis:

⇥ North America - 36%
Leads due to strong vegan adoption, sports nutrition demand, and wide retail availability.

⇥ Europe - 28%
High share supported by clean-label trends, sustainability focus, and rising flexitarian consumers.

⇥ Asia-Pacific - 24%
Rapid growth driven by expanding middle class, fitness awareness, and plant-based dietary shifts.

⇥ Middle East & Africa - 7%
Emerging demand fueled by health-conscious consumers and premium nutrition product penetration.

⇥ South America - 5%
Steady adoption supported by growing sports nutrition markets and increasing plant-based awareness.

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Growth Drivers

✅ Rising Health and Wellness Awareness: Consumers are increasingly choosing plant-based protein supplements as healthier alternatives to animal-derived proteins due to benefits like lower saturated fat, absence of cholesterol, and improved digestion and heart health. This shift toward preventive health and clean nutrition is a major market driver.

✅ Increasing Adoption of Vegan, Vegetarian & Flexitarian Diets: The global rise in people adopting vegan, vegetarian, or flexitarian lifestyles is boosting demand for plant-based protein supplements, as these products align with ethical, environmental, and dietary preferences.

✅ Sustainability & Environmental Concerns: Growing consumer concern over the environmental impact of animal agriculture - such as greenhouse gas emissions, water use, and land use - is driving greater interest in more sustainable protein sources like plant-based proteins.

✅ Product Innovation & Diversification: Manufacturers are expanding offerings with multi-source protein blends (e.g., pea, soy, rice, hemp), improving taste, texture, and amino acid profiles, while launching new formats like ready-to-drink beverages and flavored powders, helping to broaden appeal and adoption.

✅ Fitness & Sports Nutrition Trends: Growth in active lifestyles and fitness participation is pushing demand for plant-based protein supplements used in sports nutrition - for muscle recovery, performance, and weight management - as these products are perceived as cleaner and easier to digest than some animal-based alternatives.

✅ Increased Retail and Online Availability: Wider distribution through supermarkets, specialty stores, and e-commerce platforms has improved accessibility and visibility of plant-based protein supplements, supporting broader market penetration.

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