Feel like protein powder is everywhere right now? You’re not imagining it. While protein supplements were more traditionally staples of the sports nutrition and medical nutrition therapy world, consumers are increasingly using them to support wellbeing in the context of healthy aging, athletic recovery, weight management, GLP-1 use, preserving muscle mass during weight loss and perimenopause.

Protein supplements in general have soared in popularity. According to recent data from Grand View Research , the global protein supplements market was valued at $29.78 billion in 2025 and is projected to reach $63.22 billion by 2033, growing at a compound annual growth rate (CAGR) of 10.3%. In the U.S., the protein supplements market was valued at $9.88 billion in 2024 and is projected to grow at a CAGR of 11.0% by 2032. Despite the growth of bars, ready-to-drink shakes and high-protein foods, protein powder remains the dominant format in this category.

Keri Gans, MS, RDN , registered dietitian nutritionist, author of The Small Change Diet and host of The Keri Report , says, “Protein powder can be a convenient way to help someone meet their protein needs when food alone falls short. This may include people who follow a vegan or vegetarian eating pattern, have a decreased appetite, or have higher protein needs due to exercise or aging. I still view it as a supplement to the diet, not a replacement for eating a variety of protein-rich foods.”

Samantha Cassetty , MS, RD, nutrition and wellness expert, founder of Sam’s Plate , and co-author of Sugar Shock , agrees. “Protein powders are processed, but they make it easier to hit your protein goals, especially when a balanced meal isn't happening. They're also helpful if you have a low appetite or reduced tolerance for a bigger meal, like if you're on a GLP-1 RA medication.”

Brands are increasingly targeting a broader, more mainstream audience that’s interested in general health, convenience, and preventive nutrition—not just athletes. That said, more non-athletes have become interested in sports nutrition and optimizing muscle mass, strength and endurance to support their health and longevity, further driving growth. So while protein powders may have previously been targeted mostly towards athletes and people with medical conditions that impacted their protein needs, today’s protein powder consumer is more likely to be an active, busy person looking for a convenient way to optimize their health.

What should you look for in any protein powder?

When deciding which protein powder is ideal for you, dietitians encourage thinking about your goals. Ask yourself questions such as:

  • Are you trying to hit a particular protein goal for the day?
  • Are there any protein sources you most want to include or ones that aren’t the right fit for you? Are there any ingredients you’re trying to avoid?
  • How important is third-party testing and transparency of ingredients to you?
  • What flavors, if any, are you looking for?
  • How are you planning to use it?

Lauren Harris-Pincus, MS, RDN, founder of NutritionStarringYOU.com and author of The Everything Easy Pre-Diabetes Cookbook , says, “While most people consume enough protein through diet alone, protein powder can serve as a strategic way to fill in protein gaps for those with higher protein needs.” Some examples of those who may benefit most from thoughtful use of protein powders, she explains, are “those taking weight loss medications, undergoing bariatric surgery, trying to build and preserve muscle and older adults.” They also can be a convenient option for active and busy people who want a quick way to boost their protein intake.

Gans recommends taking stock of how much protein you’re already getting from food and how much more you need to get to meet your goals. That can guide you when choosing products based on how much protein they offer per serving.

And while there are a lot of multi-tasking products, says Cassetty, “You don't need your protein powder to be a jack-of-all-trades. The best ones do one thing well: deliver protein. As long as you're eating a balanced diet, getting protein from a variety of sources, and meeting your calorie needs, a simple powder—just a protein source, maybe a touch of real sugar, and a flavor—will get the job done without any unnecessary additives.” It doesn’t also need to be your multivitamin, she adds.

While protein powders can offer a lot of benefits, there are a few potential downsides to be aware of. Gans says, “The biggest downside is relying too much on protein powder and missing out on the nutrients found in whole foods, such as fiber, vitamins and minerals. Some powders may also contain added sugars, sugar alcohols, or other ingredients that can cause GI discomfort. Another concern is quality: protein powders are dietary supplements, which means they are not FDA-approved for safety and effectiveness before they are marketed, and some may contain contaminants, including heavy metals such as lead.”

When shopping, she adds, “look for a powder with adequate protein per serving, little to no added sugar, a short ingredient list, and third-party testing, such as NSF Certified for Sport, Informed Choice, or USP Verified.”

It’s also important to be mindful of how certain ingredients impact you or fit into your health goals, says Cassetty. “It really comes down to someone's values and how their body responds—whether they include dairy, follow a plant-based diet, or have sensitivities. For example, both animal and plant protein powders can support muscle building and appetite regulation when you're getting enough protein and calories throughout the day.”

Harris-Pincus explains, “Ingredients found in protein powders can vary significantly. Some contain a single ingredient such as chickpea protein, yellow pea protein, soy protein isolate, or whey protein isolate. Others may feature a long list of ingredients including gums, fillers, vitamins, minerals, added sugars, non-nutritive sweeteners, fibers, and botanicals. It’s up to the individual to choose which type of protein powder best serves their needs.”

Why transparency matters more than ever

Recent analyses have raised concerns about heavy metal contamination in some protein powders, making transparency and third-party testing increasingly important. For brands who do this kind of testing on their products, this has offered a natural selling point.

For Clean Simple Eats Co-Founders Erika and JJ Peterson, this emphasis on quality and transparency is a core aspect of their brand or supplements. They make information about third-party testing, certificates of analysis and ingredients easily accessible to customers.

“Our customer is very smart,” says Erika. “They’re label readers and know what to look for when buying protein.” The brand was built with the goal of blending nutrition with healthy ingredients and great taste, she explains, highlighting that “enjoyability is key for consistency and sustainability” when it comes to building healthy habits.

Erika adds that they recently have added even deeper transparency into Clean Simple Eats products. “You can go into our products on the website and see the ingredients certificate of analysis to see the third party testing we have done. We want the consumer to be able to feel confident that what’s on the label is what’s in the package.”

A number of other protein powder brands do third-party testing and make that information available to consumers

How brands are responding to evolving consumer demands

Since launching in 2016, Clear Simple Eats has become the number one protein brand at Target, and recently increased its SKU count from 10 to 45 in the past year. They’ve also expanded into 2000 Walmart stores across the U.S. and Costco launched its best-selling Frosted Lemonade Clear Protein Soda in 100 Costco locations in the Southwest region.

Busy moms looking to make healthy food choices for themselves and the rest of their families have been their core customer from the beginning, and the brand regularly polls their audience to find out what’s important to them. “We recently had them rank their top priorities,” says Erika, “and complete protein sources was their number one. We’re proud of the fact that we use grass-fed whey protein isolate, a very high-quality protein that is complete. Number two was no artificial sweeteners, flavors or colors—another thing they value strongly.”

Since the company launched, they’ve continued to tweak their products to speak to consumer demands. “This year, we removed xanthan gums and sugar alcohols. As research evolves and we learn more, we will constantly innovate and evolve to get better and better.”

JJ says, “Like our consumers, we want our products to be nourishing, taste good and be convenient. In order to offer it to our kids, our loved ones, and our community, we want to make sure it’s the best it can be. Some things are just not negotiable. We try to keep our standards high.”

Sustainability is another consideration for an increasing number of consumers.

Liz Lane, founder of Scoops , a peanut-based protein powder, worked on the operations side of the food and beverage industry, including at Magic Spoon, before she went into consulting and decided to create her own product. “I knew I wanted to do my own thing but it had to be the right thing. I wanted it to be something I cared about myself.”

While exploring different formats in the peanut space, she shares, she met one of the biggest suppliers of peanuts from South America. “He was working on a peanut isolate which, at the time, didn’t exist,” she recalls. “What I love about peanuts is that they are a regenerative crop, meaning you can plant them again and again in the same place. The price is also very consistent. Because the price point is really affordable, it’s like luxury at an affordable rate.”

To appeal to consumers who prioritize transparency, she notes that Scoops is tested against European Union standards for contaminants. This includes screening for heavy metals such as lead, cadmium, arsenic and mercury, along with other potential contaminants. The goal, she says, is to provide a product that meets rigorous quality and safety benchmarks.

Additionally, knowing that consumers increasingly want protein to fit seamlessly into foods they already eat rather than requiring a dedicated shake, Lane also wanted to create a product that didn’t require people to change their eating behaviors or build new habits. She wanted to meet peanut butter lovers where they are with a convenient option. “I researched competitors in the space and the goal was to create a product more focused on the female consumer and offer a product with more protein, using this peanut protein isolate.”

“Peanut powder can replace peanut butter,” she explains, “and it’s often easier to use than peanut butter. And the macros were much better.” She also wanted to address health goals relevant to her customer base. “I’m someone who struggles with moderation so the product needed to be something that was going to work with me and many of my friends, also women in their mid-thirties.”

Lane shares that she pitched to Target on a whim and was thrilled to launch Scoops in the peanut aisle rather than with other protein powders. “It was intentional to start in an area with white space.”. Since launching there, they have expanded to over 1600 Target stores. “They love the product and the branding and see this as what consumers are asking for—It’s something they’re already eating and that is already a part of their daily routine.”

Using protein powder in everyday life

Once you’ve figured out which protein powder you want to use, dietitians have suggestions for how to incorporate it. Gans suggests adding it to a smoothie, stirring it into oatmeal, or mixing it with water or milk and taking it after a workout. Cassetty often recommends adding it to coffee if you struggle with low appetite and need help getting protein in by stacking it with a ritual that’s already part of your day.

Harris-Pincus adds that protein powder can be especially helpful at breakfast when trying to hit a 20-30 grams goal for your morning meal. “Common breakfast foods like cereal, oatmeal or toast make it difficult to reach that goal without a little help,” she says, “A scoop of protein powder mixed into your cereal milk, stirred into oatmeal, or blended into coffee allows people to keep enjoying the breakfast foods they love with a protein boost.”

While protein powder can be useful, dietitians emphasize that it isn't essential. Gans says, “Protein powder can be helpful, but it isn’t a must-have for everyone. My advice is to prioritize whole foods first, then use a powder when it helps fill a gap in your diet or makes it easier to meet your protein needs consistently. The best protein powder is one that fits your needs, tastes good enough that you’ll actually use it, and doesn’t include unnecessary ingredients.

The goal isn't to find the "best" protein powder. It’s to find the product that helps you meet your protein needs, fits your dietary preferences, is realistic for your budget and is something you'll actually use consistently.