The sports nutrition industry navigated significant market volatility in 2024, particularly in whey protein ingredients which form the foundation of many products. Protein market dynamics were characterized by record-breaking prices, driven by robust global demand growth and evolving production patterns. Our whey protein shake cost model demonstrates this pressure with a 13% year-over-year increase, largely influenced by sharp rises in whey protein isolate (WPI) prices.

The whey protein market saw remarkable expansion in 2024, with demand strengthening across both traditional sports nutrition and mainstream food applications. WPI prices surged by nearly 25% year-over-year, while WPC-80 showed more moderate increases around 8%. This divergence reflects both capacity constraints and growing preference for higher protein concentrations. Production facilities in both Europe and the United States prioritized protein production over other dairy derivatives, indicating a structural shift in the industry.

Consumer behavior continued to evolve, with protein consumption expanding beyond core sports nutrition consumers into broader lifestyle and wellness segments. This trend drove particularly strong demand in emerging Asian markets and supported premium product positioning despite higher prices.

The industry faces sustained high input costs through 2025, with protein supplies expected to remain tight. While additional production capacity is planned, the time lag in facility expansion means supply constraints will likely persist. The cost pressure may accelerate industry consolidation, particularly affecting smaller manufacturers with less pricing power. Brands will need to balance formulation strategies with consumer price sensitivity, while potentially exploring alternative protein sources to maintain margins.

What’s inside this report

For a deeper dive into the trends that defined 2024 and the forces shaping 2025, our full report provides detailed insights into:

  • Whey Proteins (WPC 80, WPI)
  • Specialty Proteins (MPC, Caseinates)
  • Alternative Sweeteners (Natural and Artificial Sweeteners)
  • Cocoa
  • Creatine
  • Eggs
  • Energy

Each section offers comprehensive data and analysis, helping you navigate the complexities of the dairy market and make informed decisions for the year ahead.

Download the full report now to stay ahead of the curve and uncover actionable insights for 2025: https://vespertool.com/downloads/downloads-eoy-report-sports-nutrition-2024/