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市场调查报告书
商品编码
1880538
蛋白质棒和蛋白粉市场预测至2032年:按产品、成分、功能、类别、分销管道、最终用户和地区分類的全球分析Protein Bars & Powders Market Forecasts to 2032 - Global Analysis By Product (Protein Bars and Protein Powders), Source, Functionality, Category, Distribution Channel, End User and By Geography |
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根据 Stratistics MRC 的一项研究,预计到 2025 年,全球蛋白质棒和蛋白质粉市场价值将达到 97 亿美元,到 2032 年将达到 189 亿美元,在预测期内的复合年增长率为 9.9%。
蛋白棒和蛋白粉是浓缩营养产品,旨在以便捷的方式提供优质蛋白质,帮助补充能量、促进肌肉恢復并提升整体健康水平。蛋白棒将蛋白质来源与谷物、坚果和调味料结合,製成方便携带、即食的零食,非常适合外出时食用。蛋白粉是一种用途广泛的营养补充剂,由乳清蛋白、酪蛋白、大豆蛋白和豌豆蛋白等製成,可添加到奶昔或餐点中。它们被运动员、健身爱好者和注重健康的消费者广泛使用,有助于体重管理、肌肉生长和均衡营养。这些产品符合现代生活方式以及人们对功能性、增强体能的饮食解决方案日益增长的需求。
健身和养生蓬勃发展
健身和健康产业的蓬勃发展是蛋白质棒和蛋白粉市场的主要驱动力。随着健身和运动参与度的提高以及积极生活方式的普及,消费者越来越倾向于选择富含蛋白质的产品,以促进肌肉恢復、补充能量和控制体重。人们对营养在运动表现和整体健康中所扮演角色的认识不断增强,也推动了对便利、高品质营养补充品的需求。蛋白质棒和蛋白粉恰好满足了现代健康趋势,为消费者提供了便利的解决方案,从而在全球范围内实现了强劲的市场扩张。
口感和质地方面的挑战
儘管创新显着,但口味和口感仍然是许多消费者面临的主要障碍。粉状的口感、人工的余韵以及过硬的棒状质地都会降低消费者的重复购买意愿。即使是注重健康的消费者,除了营养价值之外,也希望获得感官上的满足,任何一方的妥协都会降低购买意愿。这些挑战迫使製造商在配方改良、掩盖异味和优化原料方面投入大量资金。在口味完全符合消费者期望之前,市场将继续成长,但其扩张速度和平稳程度可能不会如预期般迅猛。
植物来源和洁净标示趋势
植物来源和洁净标示趋势为蛋白棒和蛋白粉市场带来了巨大的机会。消费者越来越倾向于选择符合其道德和健康生活方式的纯素、有机、非基因改造和无过敏原产品。豌豆蛋白、大豆蛋白和米蛋白的创新,以及透明的采购政策,正在推动产品差异化。强调永续性、天然配方和健康益处的品牌,将更有利于满足不断增长的需求,尤其是在重视健康和环保选择的千禧世代和Z世代。
高昂的生产成本
高昂的生产成本对蛋白棒和蛋白粉市场构成重大威胁。与传统零食相比,优质原料、先进配方和专业生产流程都会增加成本。遵守健康法规和永续包装要求还会进一步推高营运成本。这些因素通常会导致零售价格上涨,从而降低价格敏感型消费者的购买意愿。为了保持竞争力,企业必须在创新和成本效益之间取得平衡,在确保产品品质和营养价值的同时,确保产品在竞争激烈的市场中易于取得。
新冠疫情对蛋白棒和蛋白粉市场产生了复杂的影响。虽然供应链中断和零售店关闭最初减缓了市场成长,但日益增强的健康意识和居家健身趋势推动了营养补充剂的需求。消费者越来越多地选择蛋白质产品来增强免疫力、促进健康并带来便利。电子商务通路的扩张使品牌能够直接触及注重健康的消费者。因此,疫情再次凸显了功能性营养的重要性,并加速了蛋白棒和蛋白粉在全球的长期普及。
预计在预测期内,运动营养品细分市场将占据最大的市场份额。
预计在预测期内,运动营养品领域将占据最大的市场份额,因为运动员、健身专业人士和日常健身爱好者越来越依赖蛋白质产品来提升运动表现、增强肌肉力量和促进恢復。随着结构化健身文化的普及和各年龄层运动参与率的不断提高,市场需求持续增长。蛋白质棒和蛋白粉能够快速有效地补充营养,非常适合忙碌的生活方式。从耐力运动到肌力训练,蛋白质产品在各种运动项目中的广泛应用,巩固了该领域作为市场核心参与者的地位。
预计青少年市场在预测期内将呈现最高的复合年增长率。
预计在预测期内,青少年群体将呈现最高的成长率,因为年轻消费者热衷于健身潮流、追求健美,并积极拥抱积极的生活方式,而这些趋势又受到社群媒体的强烈影响。青少年正在寻找快速、美味且符合潮流的营养解决方案,以满足他们的健身,无论是改善体型、提升运动表现,还是仅仅为了保持活力。随着对健康和外观的日益关注,这个群体越来越多地选择可以轻鬆融入日常生活的蛋白棒和蛋白粉,从而推动了市场快速成长。
预计亚太地区将在预测期内占据最大的市场份额,这主要得益于不断壮大的中产阶级、日益加快的都市化进程以及对健身文化投资的不断增长。中国、印度和日本等国家的健身房、健康俱乐部和以营养为重点的零售连锁店数量激增。可支配所得的增加促使消费者优先考虑便利、优质的蛋白质来源。传统饮食习惯与现代营养习惯的融合正在创造一个庞大而充满活力的消费群,从而巩固该地区的持续领先地位。
在预测期内,北美预计将实现最高的复合年增长率,这主要得益于其成熟的健身环境、较高的消费者意识以及持续的产品创新。该地区在洁净标示趋势、高端蛋白配方以及针对特定健康目标的功能性混合蛋白粉方面处于主导地位。便捷蛋白来源的需求持续成长,这主要得益于运动员、千禧世代和青少年族群的高接受度。强大的零售网络以及消费者对植物来源产品的日益偏好,进一步推动了美国和加拿大市场的成长。
According to Stratistics MRC, the Global Protein Bars & Powders Market is accounted for $9.7 billion in 2025 and is expected to reach $18.9 billion by 2032 growing at a CAGR of 9.9% during the forecast period. Protein bars and powders are concentrated nutritional products designed to deliver high-quality protein in convenient formats for energy, muscle recovery, and overall wellness. Protein bars combine protein sources with grains, nuts, and flavorings to create portable, ready-to-eat snacks ideal for on-the-go consumption. Protein powders, derived from whey, casein, soy, pea, or other sources, are versatile supplements that can be mixed into shakes or foods. Widely used by athletes, fitness enthusiasts, and health-conscious individuals, these products support weight management, strength building, and balanced nutrition, aligning with modern lifestyles and growing demand for functional, performance-enhancing dietary solutions.
Fitness and Wellness Boom
The fitness and wellness boom is a primary driver of the protein bars and powders market. With rising participation in gyms, sports, and active lifestyles, consumers are increasingly turning to protein-rich products for muscle recovery, energy, and weight management. The growing awareness of nutrition's role in performance and overall health has accelerated demand for convenient, high-quality supplements. Protein bars and powders provide accessible solutions, aligning with modern wellness trends and fueling strong market expansion globally.
Taste and Texture Challenges
Despite impressive innovation, taste and texture remain stubborn barriers for many consumers. Chalky mouthfeel, artificial aftertastes, and overly dense bar formulations discourage repeat purchases. Even health-focused buyers want sensory satisfaction alongside nutrition, and any compromise dampens enthusiasm. These challenges force manufacturers to invest heavily in reformulation, flavor masking, and ingredient optimization. Until taste fully aligns with consumer expectations, adoption will grow, but not as smoothly or rapidly as the market's potential suggests.
Plant-Based and Clean Label Trends
Plant-based and clean label trends present a major opportunity for the protein bars and powders market. Consumers are increasingly seeking vegan, organic, non-GMO, and allergen-free options that align with ethical and health-conscious lifestyles. Innovations in pea, soy, and rice protein, combined with transparent ingredient sourcing, are driving product differentiation. Brands that emphasize sustainability, natural formulations, and wellness benefits are well-positioned to capture growing demand, particularly among millennials and Gen Z, who prioritize healthier and environmentally responsible choices.
High Production Costs
High production costs pose a notable threat to the protein bars and powders market. Premium ingredients, advanced formulations, and specialized manufacturing processes increase expenses compared to traditional snacks. Compliance with health regulations and sustainable packaging requirements further adds to operational costs. These factors often lead to higher retail prices, limiting affordability for price-sensitive consumers. To remain competitive, companies must balance innovation with cost efficiency, ensuring accessibility while maintaining product quality and nutritional value in a crowded market.
The Covid-19 pandemic had a mixed impact on the protein bars and powders market. Supply chain disruptions and retail closures initially slowed growth, but rising health awareness and home-based fitness trends boosted demand for nutritional supplements. Consumers increasingly turned to protein products for immunity support, wellness, and convenience. E-commerce channels flourished, enabling brands to reach health-conscious buyers directly. Ultimately, the pandemic reinforced the importance of functional nutrition, accelerating long-term adoption of protein bars and powders worldwide.
The sports nutrition segment is expected to be the largest during the forecast period
The sports nutrition segment is expected to account for the largest market share during the forecast period, because athletes, fitness professionals, and everyday gym-goers increasingly rely on protein products to enhance performance, build muscle, and aid recovery. With structured workout cultures expand and sports participation rising across age groups, demand continues to surge. Protein bars and powders fit perfectly into fast-paced lifestyles, offering quick, potent nourishment. Their integration into sports routines, from endurance sports to strength training, cements this segment as the market's longstanding epicenter.
The teenagers segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the teenagers segment is predicted to witness the highest growth rate, as young consumers embrace fitness trends, body-building inspirations, and active living promoted heavily through social media. Teens seek quick, tasty, and trendy nutrition solutions that align with their goals, whether improving physique, supporting sports performance, or simply staying energized. With rising awareness of health and appearance, this demographic increasingly turns to protein bars and powders as accessible add-ons to daily routines, driving rapid market adoption.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, due to its expanding middle class, growing urbanization, and rising investment in fitness culture. Countries like China, India, and Japan are seeing a surge in gyms, health clubs, and nutrition-focused retail chains. Increased disposable income encourages consumers to prioritize convenient, high-quality protein sources. Traditional diets are blending with modern nutritional habits, creating a vast, dynamic consumer base that consistently fuels regional market dominance.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR, owing to mature fitness ecosystem, strong consumer awareness, and relentless product innovation. The region leads in clean-label trends, premium protein formulations, and functional blends tailored to specific health goals. With high adoption among athletes, millennials, and teenagers, the demand for convenient protein sources continues to climb. Robust retail networks and rising preference for plant-based options further accelerate growth across the U.S. and Canada.
Key players in the market
Some of the key players in Protein Bars & Powders Market include Quest Nutrition, Nature's Bounty, Abbott Nutrition, Orgain Inc., General Mills Inc., Hormel Foods Corporation, Kellogg Company, GNC Holdings LLC, Glanbia PLC, Nestle S.A., Mars Incorporated, Amway, Mondelez International, Premier Nutrition Company and The Simply Good Foods Company.
In October 2025, Nestle India has entered into a memorandum of understanding with the Ministry of Food Processing Industries to accelerate its investment in greenfield and brownfield food-sector projects across Odisha and existing manufacturing sites over the next 2-3 years, as part of its US $564 million expansion plan.
In June 2025, Nestle has inked research collaborations aimed at pioneering sustainable aquaculture practices, seeking to advance innovative, eco-efficient farming techniques and boost responsible seafood production in support of global food-security and environmental goals.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.