The market map in 2026
Mordor Intelligence's June 3 report puts the global protein supplement market at $30.3B in 2026, projected at $43.98B by 2031. The 7.74% CAGR is an average — but as always in a market in transition, growth is heavily concentrated in specific sub-segments.
For brands, investors, and distributors, the relevant question isn't "the protein market is growing" — it's "where exactly is it growing fastest, and why?"
The over-growing sub-segments
Plant-based protein: Estimated CAGR at 12% — 50% faster than the overall market. Growth is no longer driven by strict vegans: it's driven by "reduced animal consumption" without ideological commitment. This buyer profile is broader, less prescriptive, and more easily reachable by mainstream brands.
RTD protein drinks: Estimated CAGR at 15%. The main barrier to protein supplementation for non-athletes was preparation (shaker, dosing, artificial taste). RTDs solve that barrier. The entry of mainstream food & beverage brands into this segment (Danone/Huel being the most cited example) confirms the attractiveness.
Functional proteins: Collagen + protein combos, protein + probiotics, protein + adaptogens. This sub-segment captures growth from both the supplement market and the functional food market — two markets increasingly overlapping.
M&A signals
Danone's acquisition of Huel at ~€1B (announced June 2026) and Unilever's acquisition of Grüns are two convergent signals: large food companies now consider functional nutrition and proteins a structural segment of the food market — not a niche.
For independent brands, this M&A activity creates two readings: threat (giants arriving with massive distribution resources) or opportunity (giants pay significant premiums for brands with strong identity). Recent acquisitions have closed at 4-7x revenue multiples — reserved for brands with established communities and quality reputations.
The underexploited segment: women 40+
The combination of new sarcopenia data specific to post-menopausal women and updated protein recommendations (1.6-2.2 g/kg for active women over 50) creates a clear market signal. Women 40+ with regular athletic practice are the most underserved segment in sports nutrition in terms of products specifically formulated for their physiology.
Momentous saw this before most — their Collective X Health partnership and $200,000 female performance research grant (announced April 2026) position the brand ahead of what will be the norm in 3-5 years.