North America Protein Market Size and Share Analysis - Growth Trends and Forecast Report 2025-2033

The North America Protein market is expected to reach US$ 11.05 billion by 2033 from US$ 7.63 billion in 2024, with a CAGR of 4.22% from 2025 to 2033. Growing consumer interest in customized nutrition, the growth of fitness culture, food technology breakthroughs, a greater emphasis on sustainability, the accessibility of more protein-rich snacks, and the growing acceptance of alternative proteins are the main drivers of the North American protein market.

North America Protein Industry Overview

Growing consumer demand for foods high in protein and an increased emphasis on health and wellness have propelled the North American protein industry's recent notable expansion. With people being more aware of their nutritional requirements, both plant-based and animal-based protein sources have become increasingly popular. The market is still dominated by animal proteins like beef, poultry, dairy, and fish, but plant-based proteins like soy, pea, and lentil protein are gaining popularity quickly because of their health advantages and rising awareness of sustainability issues. As customers search for easy ways to include protein in their diets, the industry is growing, as evidenced by the rising demand for protein supplements including powders, bars, and ready-to-drink shakes.

The North American protein market is also impacted by developments in food technology, including novel protein-enriched products and plant-based meat alternatives, in addition to the increased customer interest. Protein products are essential for muscle growth and workout recovery, and fitness and sports nutrition are becoming more and more popular. Furthermore, the move toward plant-based proteins and alternative protein sources like insects and lab-grown meat has been pushed by sustainability concerns and environmental challenges associated with animal agriculture. With an emphasis on creating sustainable, high-quality protein sources and satisfying the many demands of a growingly health-conscious populace, the business is expected to flourish in the future.

Significant market advances are being driven by innovation in protein sources and processing techniques, with businesses substantially investing in R&D to enhance protein functionality and application variety. By launching NUTRALYS® Fava S900M, a revolutionary fava bean protein isolate, in 2024, Roquette exemplified this trend and made a substantial contribution to the development of plant-based protein substitutes. In a similar vein, the industry's dedication to growing protein uses in niche nutrition markets was demonstrated when Arla Foods Ingredients received FDA approval for their whey protein hydrolysates in infant formula applications. In order to satisfy changing customer demands, these advances are especially concentrated on improving the nutritional value, taste profiles, and solubility of functional proteins.

Initiatives for sustainability and industry cooperation are playing a bigger role in determining the market environment. One prominent example is the strategic investment made by Protein Industries Canada in 2024 in partnership with Roquette, Prairie Fava, BioNeutra, and Plant Up with the goal of increasing food product efficiency and creating novel protein additives. With North America producing the most compound feed worldwide in 2022 (about 261 million tons, or 20.6% of total production), the animal feed industry has also embraced sustainable techniques. These cooperative initiatives are increasing the effectiveness of protein extraction, lessening their negative effects on the environment, and creating more sustainable protein sources.

Growth Drivers for the North America Protein Market

Health and Wellness Trends

Protein has emerged as a key component of many consumers' diets as their understanding of the significance of nutrition for general health has grown. Nowadays, people understand how important protein is for maintaining metabolic health, controlling weight, and repairing muscles. In order to satisfy their daily nutritional needs, more people are actively looking for foods high in protein, whether from plant or animal sources. The general public is also becoming more conscious of this, as evidenced by the rise in the use of protein-enhanced snacks, meal replacements, and fortified goods. The need for high-quality protein sources is being driven by people's health consciousness, which is resulting in the development of functional foods and components that are intended to enhance health outcomes.

Fitness Culture

The demand for protein supplements, such as protein powders, bars, and shakes, has surged due to the growing emphasis on bodybuilding and fitness. Protein is essential for muscle growth, recuperation, and general performance improvement, as acknowledged by athletes, gym patrons, and others leading active lifestyles. Customers are becoming more aware of the importance of protein in optimizing exercise outcomes as fitness culture becomes popularity. Convenient, portable protein products are in high demand as busy consumers look for quick fixes to reach their dietary objectives. As a result of this trend, protein products are now widely consumed and no longer limited to niche markets, which has helped the North American protein business develop significantly.

Plant-Based Diets

The need for alternate protein sources has been greatly increased by the growing popularity of plant-based diets. Many people are choosing plant-based solutions due to concerns about animal cruelty, environmental sustainability, and personal wellness. Protein-rich plant-based components, such as hemp, soy, and peas, have become more popular than traditional animal-based proteins because of their sustainability advantages and nutritional value. Plant-based protein substitutes, such as dairy substitutes, protein snacks, and meat substitutes, are becoming more and more popular among consumers. The market for proteins has changed to meet the increasing need for plant-derived proteins as plant-based diets have spread from being a specialized fad to a popular lifestyle choice.

Challenges in the North America Protein Market

High Competition

Because there are so many different plant-based and animal-based protein sources available, the North American protein market is extremely competitive. Whey protein and other well-known international brands are vying for market share with more recent, creative businesses that provide plant-based alternatives. Both new and established businesses must figure out how to stand out in a competitive market as customer demand increases. As brands work to increase awareness, trust, and loyalty, this frequently results in significant marketing expenditures. Competition also puts more pressure on price methods, requiring businesses to strike a balance between affordability and superior products. To stand out and draw in a variety of customer categories in this cutthroat market, innovation in flavor, texture, nutritional value, and packaging is crucial.

Price Sensitivity

Price sensitivity is still a major issue, especially for premium protein supplements and plant-based substitutes, even though consumer interest in items high in protein is increasing. The cost of producing many plant-based proteins, such as soy or pea, can be higher than that of conventional animal-based proteins, and this difference is frequently passed on to the customer. Because of this, these products can be too expensive for consumers on a tight budget, which would restrict market expansion in particular demographic groups. Premium protein products, such those with organic components or extra benefits, can also drive-up prices. The sales of high-end protein supplements and plant-based substitutes may be impacted by price-conscious consumers choosing less expensive protein sources, such as dairy or legumes.

North America Protein Market Overview by Regions

By countries, the North America Protein market is divided into Canada, Mexico, United States, Rest of North America.

United States Protein Market

Growing fitness trends, growing health consciousness, and increased demand for both plant-based and animal-based protein products are driving the robust expansion of the US protein industry. The demand for foods, supplements, and snacks high in protein is being driven by consumers' growing awareness of the role protein plays in weight management, muscle growth, and general health. From conventional meat and dairy products to plant-based protein substitutes like soy, pea, and hemp, the market is distinguished by its wide variety of goods. Plant-based proteins are becoming more and more popular as more people switch to plant-based diets. Furthermore, protein bars, powders, and ready-to-drink smoothies are becoming more and more popular, particularly among athletes and fitness fanatics. Due to dietary trends, customer demand, and innovation, the U.S. protein industry is expected to continue growing.

With a 20% share of the world's chicken meat production in 2023, the US is the biggest producer of chicken meat worldwide. Government programs like the "Biden-Harris Administration's Action Plan," which was developed to encourage the establishment of a more equitable, competitive, and resilient meat and poultry supply chain in the nation, are anticipated to benefit the meat production and processing industry. To assist 167 current meat and poultry processing businesses in expanding their client base, the US Department of Agriculture awarded subsidies totaling USD 32 million.

Canada Protein Market

The growing consumer interest in exercise, balanced nutrition, and health and wellness is driving the Canadian protein market's rapid expansion. Meat, poultry, and dairy are examples of animal-based proteins that are becoming more and more popular, as are plant-based substitutes like pea, hemp, and soy protein. Protein bars, powders, pills, and ready-to-drink protein smoothies have become vital parts of everyday meals as more Canadians prioritize leading healthy lives, particularly among athletes and fitness aficionados. The growing popularity of vegetarian, vegan, and flexitarian diets has contributed to the strength of the plant-based protein market. The increasing demand for plant-based and alternative protein sources is also being fueled by sustainability trends and environmental concerns. All things considered, shifting consumer tastes, lifestyle modifications, and a greater emphasis on sustainability and nutrition are driving the Canadian protein market.

Mexico Protein Market

Growing consumer knowledge of the health advantages of diets high in protein is propelling expansion in Mexico's protein market. The market is still dominated by traditional animal-based proteins like chicken, beef, and dairy, but demand for plant-based protein substitutes like soy, pea, and rice protein is noticeably increasing. Health trends, growing interest in sustainable diets, and the increasing popularity of vegetarian and vegan lifestyles are all factors contributing to this change. Protein shakes, bars, and supplements are becoming more popular as fitness culture grows, particularly among younger and health-conscious customers. Protein-enriched foods and drinks are also becoming more innovative in the Mexican market. Mexico's protein market is anticipated to keep changing as customer preferences shift, providing both new and familiar options in response to the growing demand for a variety of protein sources.

North America Protein Market Segments

Source - Market breakup from 3 viewpoints

Animal

• Protein Type
• Casein and Caseinates
• Collagen
• Egg Protein
• Gelatin
• Insect Protein
• Milk Protein
• Whey Protein
• Other Animal Protein

Microbial

• Protein Type
• Algae Protein
• Mycoprotein

Plant

• Protein Type
• Hemp Protein
• Pea Protein
• Potato Protein
• Rice Protein
• Soy Protein
• Wheat Protein
• Other Plant Protein

End User - Market breakup from 2 viewpoints

• Animal Feed
• Food and Beverages
• Bakery
• Beverages
• Breakfast Cereals
• Condiments/Sauces
• Confectionery
• Dairy and Dairy Alternative Products
• Meat/Poultry/Seafood and Meat Alternative Products
• RTE/RTC Food Products
• Snacks
• Personal Care and Cosmetics
• Supplements
• Baby Food and Infant Formula
• Elderly Nutrition and Medical Nutrition
• Sport/Performance Nutrition

North America Protein Market

• Canada
• Mexico
• United States
• Rest of North America

Company Analysis for North America Protein

• General Mills Inc.
• Jamieson Wellness Inc.
• Kellogg Company
• Mars Incorporated
• Mondelēz International Inc.
• PepsiCo Inc.
• Simply Good Foods Co.
• The Hershey Company
• Vorlo Inc.