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市場調查報告書
商品編碼
1880538
蛋白質棒和蛋白粉市場預測至2032年:按產品、成分、功能、類別、分銷管道、最終用戶和地區分類的全球分析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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根據 Stratistics MRC 的一項研究,預計到 2025 年,全球蛋白質棒和蛋白質粉市場價值將達到 97 億美元,到 2032 年將達到 189 億美元,在預測期內的複合年成長率為 9.9%。
蛋白棒和蛋白粉是濃縮營養產品,旨在以便捷的方式提供優質蛋白質,幫助補充能量、促進肌肉恢復並提升整體健康水平。蛋白棒將蛋白質來源與穀物、堅果和調味料結合,製成方便攜帶、即食的零食,非常適合外出時食用。蛋白粉是一種用途廣泛的營養補充劑,由乳清蛋白、酪蛋白、大豆蛋白和豌豆蛋白等製成,可添加到奶昔或餐點中。它們被運動員、健身愛好者和注重健康的消費者廣泛使用,有助於體重管理、肌肉生長和均衡營養。這些產品符合現代生活方式以及人們對功能性、增強體能的飲食解決方案日益成長的需求。
健身和養生蓬勃發展
健身和健康產業的蓬勃發展是蛋白質棒和蛋白粉市場的主要驅動力。隨著健身和運動參與度的提高以及積極生活方式的普及,消費者越來越傾向於選擇富含蛋白質的產品,以促進肌肉恢復、補充能量和控制體重。人們對營養在運動表現和整體健康中所扮演角色的認知不斷增強,也推動了對便利、高品質營養補充品的需求。蛋白質棒和蛋白粉恰好滿足了現代健康趨勢,為消費者提供了便利的解決方案,從而在全球範圍內實現了強勁的市場擴張。
口感和質地方面的挑戰
儘管創新顯著,但口味和口感仍然是許多消費者面臨的主要障礙。粉狀的口感、人工的餘韻以及過硬的棒狀質地都會降低消費者的重複購買意願。即使是注重健康的消費者,除了營養價值之外,也希望獲得感官上的滿足,任何一方的妥協都會降低購買意願。這些挑戰迫使製造商在配方改良、掩蓋異味和最佳化原料方面投入大量資金。在口味完全符合消費者期望之前,市場將繼續成長,但其擴張速度和平穩程度可能不會如預期般迅猛。
植物來源和潔淨標示趨勢
植物來源和潔淨標示趨勢為蛋白棒和蛋白粉市場帶來了巨大的機會。消費者越來越傾向於選擇符合其道德和健康生活方式的純素、有機、非基因改造和無過敏原產品。豌豆蛋白、大豆蛋白和米蛋白的創新,以及透明的採購政策,正在推動產品差異化。強調永續性、天然配方和健康益處的品牌,將更有利於滿足不斷成長的需求,尤其是在重視健康和環保選擇的千禧世代和Z世代。
高昂的生產成本
高昂的生產成本對蛋白棒和蛋白粉市場構成重大威脅。與傳統零食相比,優質原料、先進配方和專業生產流程都會增加成本。遵守健康法規和永續包裝要求還會進一步推高營運成本。這些因素通常會導致零售價格上漲,從而降低價格敏感型消費者的購買意願。為了保持競爭力,企業必須在創新和成本效益之間取得平衡,在確保產品品質和營養價值的同時,確保產品在競爭激烈的市場中易於取得。
新冠疫情對蛋白棒和蛋白粉市場產生了複雜的影響。雖然供應鏈中斷和零售店關閉最初減緩了市場成長,但日益增強的健康意識和居家健身趨勢推動了營養補充劑的需求。消費者擴大選擇蛋白質產品來增強免疫力、促進健康並帶來便利。電子商務通路的擴張使品牌能夠直接觸及注重健康的消費者。因此,疫情再次凸顯了功能性營養的重要性,並加速了蛋白棒和蛋白粉在全球的長期普及。
預計在預測期內,運動營養品細分市場將佔據最大的市場佔有率。
預計在預測期內,運動營養品領域將佔據最大的市場佔有率,因為運動員、健身專業人士和日常健身愛好者越來越依賴蛋白質產品來提升運動表現、增強肌肉力量和促進恢復。隨著結構化健身文化的普及和各年齡層運動參與率的不斷提高,市場需求持續成長。蛋白質棒和蛋白粉能夠快速有效地補充營養,非常適合忙碌的生活方式。從耐力運動到肌力訓練,蛋白質產品在各種運動項目中的廣泛應用,鞏固了該領域作為市場核心參與者的地位。
預計青少年市場在預測期內將呈現最高的複合年成長率。
預計在預測期內,青少年群體將呈現最高的成長率,因為年輕消費者熱衷於健身潮流、追求健美,並積極擁抱積極的生活方式,而這些趨勢又受到社群媒體的強烈影響。青少年正在尋找快速、美味且符合潮流的營養解決方案,以滿足他們的健身,無論是改善體型、提升運動表現,還是僅僅為了保持活力。隨著對健康和外觀的日益關注,這個群體擴大選擇可以輕鬆融入日常生活的蛋白棒和蛋白粉,從而推動了市場快速成長。
預計亞太地區將在預測期內佔據最大的市場佔有率,這主要得益於不斷壯大的中產階級、日益加快的都市化進程以及對健身文化投資的不斷成長。中國、印度和日本等國家的健身房、健康俱樂部和以營養為重點的零售連鎖店數量激增。可支配所得的增加促使消費者優先考慮便利、優質的蛋白質來源。傳統飲食習慣與現代營養習慣的融合正在創造一個龐大而充滿活力的消費群,從而鞏固該地區的持續領先地位。
在預測期內,北美預計將實現最高的複合年成長率,這主要得益於其成熟的健身環境、較高的消費者意識以及持續的產品創新。該地區在潔淨標示趨勢、高階蛋白配方以及針對特定健康目標的功能性混合蛋白粉方面處於主導地位。便捷蛋白來源的需求持續成長,這主要得益於運動員、千禧世代和青少年族群的高接受度。強大的零售網路以及消費者對植物來源產品的日益偏好,進一步推動了美國和加拿大市場的成長。
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.