Protein shakes in the United States - statistics & facts
Protein powder is enjoying great popularity due to its practical applications and benefits. The global protein powder market is experiencing increasing revenues, reaching over 32 billion U.S. dollars by 2025. It is primarily used in beverages and shakes, where it is often mixed with liquids such as water, milk, or milk alternatives. These shakes are a convenient way to increase protein intake. They can support muscle building, tissue repair, and enzyme and hormone production. Consuming protein powder can also aid weight loss. Market revenues increased as well in the United States, amounting to nearly 4.5 billion U.S. dollars in 2025.
The benefits of protein shakes are so compelling to consumers that even children are among them. However, with rising prices, consumption volume could decline in the coming years while market revenues continue to grow, while initially ensuring continued growth in revenues.
U.S. market figures
While the market revenue of protein powder for shakes is growing and is forecast to continue growing in the coming years, the situation for sales volume is different. In fact, the volume is steadily declining and reached approximately 775 million liters in 2025, but prices are rising at the same time. As of 2025, they were 5.8 U.S. dollars per liter. When it comes to the main users of protein drinks, Millennials and Generation Z are at the forefront. At least, at the beginning of 2025, more of them reported drinking protein shakes for breakfast than Generation X.Kids are joining the protein drinks trend too
In survey conducted in August 2024 in the United States, parents with at least one child aged 1 to 17 were asked about their children's protein drink consumption. It turned out that over 20 percent of children already drank protein shakes. The share of boys who did so was significantly higher than that of girls. When parents were asked how often their children consume protein shakes in a typical week, the share of children was also over 20 percent. Here, too, it was noticeable that boys drank more than girls.The benefits of protein shakes are so compelling to consumers that even children are among them. However, with rising prices, consumption volume could decline in the coming years while market revenues continue to grow, while initially ensuring continued growth in revenues.
