Have you ever been to the gym? If so, we bet you met at least three people with a shaker bottle in their hand. And if you were serious about working out, you probably asked someone more experienced for advice on which protein is the best. After all, there was a wide range of products and brands to choose from. Now you’re interested in this product from a business perspective. So let’s talk about the most important things you need to know about private label protein powder.
Why protein powder still leads the pack
Let’s start with some numbers. According to Future Market Insights, the global protein powder market is projected to reach USD 59.9 billion by 2035, nearly doubling from USD 28.8 billion in 2025. That’s a CAGR of 7.5%, signaling consistent global growth.
In Europe, Statista reports that protein powder sales in Central and Western Europe are expected to hit US$4.68 billion in 2025. The European protein supplement market is also booming, valued at USD 1.44 billion in 2023 with a 7.2% CAGR through 2030.
These figures reflect something important: consumers across all demographics are making protein a regular part of their daily wellness routine. But more on that below.
What’s driving the demand for protein powder
A few years ago, private label protein powder was all about building muscle. It was consumed by bodybuilders who wanted to excel at competitions and feared by women because they did not want to become bulky. Those days are long gone.
A Kerry global consumer survey conducted in 2021 found that 50% of consumers link protein to a healthy diet, and 46% to a healthy lifestyle. Fresh 2025 data from Innova Market Insights shows that European consumers view protein as essential for energy, stamina, weight control, healthy aging, and muscle maintenance.
According to Cargill’s 2025 Protein Profile, 61% of American consumers said they intend to increase their protein intake in 2024, compared to 48% in 2019. While this survey covers all protein sources, it reveals a wide consumer trend toward increased protein consumption, much of which is addressed by supplements such as protein powders.
How to choose the right private label protein for your brand
Protein isn’t a one-size-fits-all product. The type of private label protein powder you choose immediately communicates who your brand is for. It also ensures your product aligns with your brand’s values and stands out in a competitive market.
That’s why you should start by asking: Who are you serving, and what are their goals?
- Athletes and bodybuilders want fast-absorbing, high-BCAA proteins like whey isolate or hydrolyzed whey to support muscle growth and recovery.
- Weight management customers look for low-calorie, satiating proteins, often with added fiber.
- General wellness seekers prefer gentle, easy-to-digest proteins with broad nutritional value.
- Vegan or vegetarian consumers need complete plant-based sources or blends for amino acid coverage.
Here’s a quick comparison of common protein types to help guide your formulation:
| Protein type | Key benefits | Considerations | Best for |
| Whey (concentrate/isolate) | Complete protein, fast absorption, rich in BCAAs, supports muscle growth | Isolate is lower in lactose/fat; not vegan | Athletes, muscle gain, recovery |
| Casein | Slow-digesting, sustained amino acid release | Dairy-based, not vegan | Nighttime use, prolonged satiety |
| Soy | Complete plant protein, heart-healthy, supports muscle growth | Allergen for some, GMO concerns | Vegans, vegetarians, women |
| Pea | Hypoallergenic, easy to digest, good amino acid profile | Incomplete (low in methionine), blend recommended | Plant-based consumers |
| Rice | Hypoallergenic, easy to digest | Incomplete (low in lysine), blend recommended | Plant-based consumers |
| Hemp | High in fiber, omega-3s, easy to digest | Incomplete (low in lysine) | Whole-food, plant-based, fiber seekers |
| Blends | Combines strengths of multiple sources for complete profile | May not suit all allergen/dietary restrictions | Broad consumer appeal |
Tips for choosing the right protein source
- Amino acid profile: Use complete proteins or combine complementary sources.
- Digestibility: Choose low-allergen options or add enzymes for comfort.
- Purity and quality: Look for high protein content (e.g., >80% in isolates) and third-party tested materials.
- Brand fit: Does your protein align with your brand’s promise? (e.g., clean label, sustainable, functional)
Let’s take some examples. If you own a clean-living brand, you might choose a plant-based blend with organic, non-GMO certification. Are you a more performance-oriented brand? You may prioritize whey isolate with added BCAAs and enzymes. If you are focused on beauty or wellness, you might go for collagen + plant protein, offering skin and hair support alongside daily nutrition.
What makes a good protein powder formula
You want to combine high nutritional quality, clean ingredients, palatability, while aligning it with consumer health trends. Below, you will find elements that make a private label protein powder formula stand out.
A strong formula:
- includes a complete protein, meaning it contains all nine essential amino acids such as whey protein and blends of plant proteins (e. g. pea + brown rice)
- should deliver at least 20–25g of protein per serving because this range is supported by research for stimulating muscle protein synthesis
- uses as few ingredients as possible (ideally under 10) to keep it clean and easy to understand for consumers
- includes digestive enzymes or fiber to improve absorption and reduce gastrointestinal discomfort
- prefers natural sweeteners like monk fruit, stevia, or coconut sugar over artificial sweeteners
- tastes good and mixes smoothly without gritty texture or unpleasant aftertaste
Two whey protein options to consider
If you’re thinking about expanding your product range, whey protein remains a solid and versatile choice. Here are two clean-label options to explore:
Whey Protein 80%
A creamy, traditional shake with ~80% protein per serving, made from high-quality dairy. It supports recovery, muscle maintenance, and satiety, and includes added enzymes for easier digestion.
Clear Whey Protein
A light, fruit-flavoured alternative to milky shakes. It also offers ~80% protein per serving, with fast absorption and a clean formulation – ideal for active or weight-conscious consumers.
Summary
Private label protein powder offers one of the most promising opportunities in the supplement market today – thanks to strong consumer demand, product versatility, and a growing focus on health and wellness.
Whether you’re targeting athletes, wellness-focused consumers, or plant-based lifestyles, your success depends on choosing the right protein type, creating a clean and effective formula, and aligning your product with your brand’s values.
Looking to launch or expand your own protein range? Get in touch to explore your options and bring your protein product to market without hassle.