Instant Protein Beverage Market size is anticipated to grow at a remarkable pace in the forecast per

The Instant Protein Beverage Market size will witness significant growth owing to its wide usage in beverage industry. There has been a rise in health consciousness among consumers that has increased the product usage. These are mainly consumed by sports person and physically active consumers.

The growing intake of nutrition enriched drinks is driving demand for instant protein beverage market. Awareness regarding health benefits of the product has enhanced the product usage. The manufacturers have started adding it in various nutrition drinks such as juices, smoothies and energy drinks that has leveraged product demand. The ongoing trend of vegan diet has contributed to consumption of these drinks. Such factors are expected to propel the product demand.

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Instant protein beverage is a mixture of concentrated form of protein and have high nutritional value. They fall in the category of beverages formulated with vitamin, iron, fibre and other nutritional ingredients and are available in ready to drink forms. These ingredients improve the textural properties by increasing the particulate level in drinks. It enhances muscle strength, promotes healthy skin and increases the immunity. These are consumed in combination with diet having low cholesterol and saturated fat.

The major restraint for instant protein beverage market is the sustainability issues associated with these drinks as their prolonged usage for weight loss leads to nutrient deficiency in the body. They also cause cross contamination when taken with other drinks. It is difficult for manufacturers to maximize the nutritional value without deteriorating the sensory attributes. Such factors may restrict the growth of instant protein beverage market.

Instant protein beverage market is used as clinical, energy, weight management drinks and juices. Energy drinks have major segment owing to increase in number of diabetic people globally that has increased its consumption as a substitute for sugar sweetened drinks. Weight management drinks have decent share due to increasing obesity and consumers being more strived towards maintaining their height to weight ratio. Manufacturers add the product in juices for increasing its nutritional value.

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The product is derived from whey, casein, egg, milk, soy, pea, rice, spirulina and chlorella. Basically, their consumption depends on type of intake the body requires. Whey has larger market share owing to its high biological value i.e. from 90-110. It is high in branch chain amino acids and can quickly be absorbed by human body.

Instant protein beverage market is distributed using various channels that includes, superstores, drug stores, speciality stores, convenience stores and online retailers. The drug and speciality stores have larger share owing to better guidance provided by the pharmacists. Share of superstores is growing due to ease in availability and better comparison between products. There has been considerable increase in number of stores with major players such as Walmart. With the increase in online platforms, discount offers and easy delivery, there has been an increase in online sales.

North America has major share in instant protein beverage market owing to strong demand for nutrition drinks. The American sports nutrition category is worth around $16 billion of which protein powder forms about 70% that in turn has spurred the product demand.

Europe has substantial share due to shifting consumer preferences from aerated to healthy drinks. The health and fitness segment in Europe is growing at a rate of about 14.5% that has pushed the instant protein beverage market.

Asia Pacific has decent share with growing health consciousness among the consumers. Further, due to substantial number of customer base, companies such as Cytosport and Glanbia are venturing in this region to expand their geographical presence.

Instant protein beverage market is moderately consolidated with the presence of few manufacturing companies globally. Major industry players include Glanbia, CytoSport, Arla Foods, Nestle, Davisco Foods International, Westland, Laguna Blends, Archer Daniels Midland and Weider Global Nutrition.

Companies are adopting strategies such as mergers, acquisitions, and new product development to capture instant protein beverage market. Recently, Glanbia acquired Isopure Nutrition, a US sports nutrition company to increase its geographical coverage and product offerings.

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