Supplement Uptake Builds Solid Ground for Global Protein Water Market
Supplements to build muscle and strength have gained momentum as fitness fear continues its grip around varied age groups. As the young and the old realise the importance of outdoor activities, gym workouts, and participation in sports, they have created a demand for nutritional supplements. Tapping in on the same trend is the introduction of protein water to fitness enthusiasts. Commonly made with whey protein isolate, players are adapting to the growing need of vegans to improve protein intake. For this purpose alone, plant-based protein isolates of pea or soy are being used to make this prepackaged water.
Addition of New Flavours and Subscription Plans Ensure Customer Retention
The global protein water market has garnered global attention as players remain focused on developing new flavours to lure in consumers. For instance, Aquatein’s go-to protein option comes in green apple, mixed berries, and orange flavours. In a unique sales pitch, the company’s website offers a protein calculator to help the end user determine the required protein intake. To make the task easier, it offers monthly subscription plans with discounts to keep the footfall going month after month. Tapping into the ongoing trend of a subscription economy, companies are looking at long-term customer retention.
Protein Water Makes an Unshakeable Case Against Milk-based Beverages
In recent years, a general move away from milk-based products is likely to lead consumers to alternatives. This consumer behaviour is expected to bode well for the global protein water market as it serves the purpose of protein intake devoid of carbs and fat found in milk. Protein water is thus a suitable alternative for those looking to gain lean muscle or build it while keeping calorie count to the lowest. Water-based protein is also known to have a quicker absorption rate as compared to milk-based drinks. The convenience of quickly mixing a water-based protein drink as compared to milk has also appealed to a larger population.
E-commerce and Omnichannel Distribution Networks to Win Retailers Strong Presence
As COVID-19 brings in a new normal, companies are investing in building an online presence and partnering with e-commerce channels to reach to a wider consumer base. The explosion of health and fitness conversations on social media channels fuelled by influencers have given companies a chance to retail without brick-and-mortar spaces. A direct-to-consumer approach through online advertisements that enable shopping with a few clicks is expected to give protein water a chance to create its organic consumer base. Thus, the effort to build omnichannel distribution networks via multiple platforms will be a key strategy for players in the global protein water market.
Higher Nutritional Value to Hydration Makes Protein Water a New Favourite
An uptick in the number of health-conscious people has favoured the global protein water market significantly. Unlike carbonated beverages, 500 ml of protein water intake is rich in whey protein and contains 90 calories and 15-20 grams of protein. An independent survey from 2017 to 2018 claims that there is an annual increase of 27% in the new product launches claiming high protein in the soft drinks sector. Thus, the two-pronged advantage of hydration and nutrition with protein water is expected to create several lucrative opportunities between the forecast period of 2022 and 2026.
North America and Europe Leads as Sports Remains Integral Part of Academia
Globally, North America and Europe are expected to lead the global protein water market by the end of 2025. Nonstop product launches, increasing participation of women and men in sporting activities, the inclusion of sports as a part of academia, and a younger demographic attuned to supplements are expected to drive these regional protein water markets. Fortified hydration has been the unique selling point of this product in developed economies. Beverage manufacturers are tapping into the growing demand for this functional ingredient that can be packaged in a bottle for athletes and fitness enthusiasts.
Fairfield Market Research indicates that the sheer population volume of Asia Pacific will give the protein water market a massive demand. Countries such as China and India are expected to fuel consumption as brands make their way into the retail spaces. Concerns about health and fitness are expected to prompt consumers to make healthy consumption choices, strengthening the case for the protein water market in Asia Pacific.
Global Protein Water Players to Launch Products to Appeal to a Wider Consumer Base
Some of the major players studied in this report are Trimino, Protein2o Inc., BiPro USA, Aquatein, FIZZIQUE LLC, Molecule Beverages, Optimum Nutrition, Inc., Vyomax Nutrition, PROBALANCE, and Bodiez Protein Water among others.
In February 2020, Ascent Protein, a subsidiary of Leprino Foods, launched a water-based beverage under the brand name Recovery Water. The product was launched to target athletes who can consume it post workout.
Recovery Water comprises 20 grams of whey protein produced without the artificial growth hormones rBST or rBGH. It also includes 2.5 grams of naturally occurring leucine. It has 100 calories, zero artificial ingredients and is free from soy and gluten. Thus, products launched in line with the sentiment of mindful hydration will give the global protein water market a shot in the arm.
Key Elements Included In The Study: Global Protein Water Market
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