Nutrition Powder Market Size, Share, Growth, Trends, and Global Industry Analysis: By Product Type (Protein powders, Meal replacement powders, Vitamin and mineral blends, Specialty powders, and Others), By Source (Animal-based, and Plant-based), By Distribution Channel (Supermarkets/Hypermarkets, Specialty health and nutrition stores, Pharmacies and drug stores, Online/e-commerce platforms, Direct-to-consumer, Others) and Region Forecast 2020-2031

Nutrition Powder Market size was valued at US$ 28,719.8 million in 2024 and is projected to reach US$ 45,517.7 million by 2031 at a CAGR of 6.8% from 2025-2031. Moreover, the U.S. Nutrition Powder Market is projected to grow significantly, reaching an estimated value of US$ 14,201.5 Million by 2031.

The market focuses on the production, distribution, and consumption of powdered nutritional supplements designed to support health, fitness, and dietary needs. These powders typically include protein powders, meal replacements, vitamin and mineral blends, and specialty formulations targeting areas like weight management, sports performance, and overall wellness. They are widely used by athletes, fitness enthusiasts, and individuals seeking convenient and fortified nutrition options.

The market is witnessing steady growth, driven by increasing consumer awareness about health and wellness, rising demand for functional foods, and the shift toward active lifestyles. Factors such as urbanization, busy work schedules, and the preference for convenient dietary solutions are boosting adoption. The market is highly competitive, with players innovating in formulations, flavors, and clean-label products to meet evolving consumer preferences. Additionally, the growing popularity of plant-based and personalized nutrition products is shaping future trends, while e-commerce platforms continue to expand product reach across diverse demographics.

Facts & Figures

• Rising Consumer Base: The market is witnessing significant growth as more people integrate nutritional supplements into daily routines for fitness, weight management, and overall wellness.
• Dominance of Protein Powders: Protein powders remain the leading product category, driven by the popularity of gym culture, sports nutrition, and high-protein diets across all age groups.
• Shift Toward Plant-Based Sources: Plant-based powders are rapidly gaining traction due to veganism, lactose intolerance, and demand for sustainable, allergen-friendly options.
• E-commerce Surge: Online platforms and direct-to-consumer models are transforming market accessibility, allowing brands to reach global audiences and offer personalized products.

Key Developments

• In March 2025, NotCo introduced an innovative, natural GLP-1 (glucagon-like peptide-1) booster in powdered form, set to hit shelves within the next year. Designed as a botanical blend, this product helps regulate appetite and support weight loss by stimulating the body’s own GLP-1 hormone. Unlike injectable GLP-1 drugs, NotCo’s formulation can be added to foods or incorporated by manufacturers into food products—offering a scalable, non-pharmaceutical option for appetite control.

Nutrition Powder Market Segmentation

Based on the product type

• Protein powders
• Meal replacement powders
• Vitamin and mineral blends
• Specialty powders
• Others

Among all product types, protein powders are anticipated to lead the nutrition powder market, driven by the growing emphasis on fitness and active lifestyles. Consumers, especially millennials and Gen Z, are increasingly incorporating protein supplements into their daily routines to support muscle growth, weight management, and overall health. The popularity of gyms, sports, and home workouts has significantly boosted demand, while innovations like plant-based proteins and clean-label formulations are attracting a wider audience, including vegans and lactose-intolerant users. Convenience, versatility, and the ability to cater to diverse dietary preferences make protein powders the strongest growth driver in this market.

Based on the source

• Animal-based
• Plant-based

Among the two sources, plant-based nutrition powders are expected to witness the fastest growth and are emerging as a dominant trend in the market. This shift is driven by the rising preference for vegan, vegetarian, and flexitarian lifestyles, as well as increasing awareness about sustainability and ethical consumption. Consumers are seeking alternatives to dairy and animal-derived proteins due to lactose intolerance, allergies, and environmental concerns. Plant-based powders made from pea, soy, hemp, and rice appeal to a broader audience, offering clean-label, allergen-friendly, and nutrient-rich options. Their versatility and alignment with health and eco-conscious trends make them a key growth driver.

Based on the distribution channel

• Supermarkets/Hypermarkets
• Specialty health and nutrition stores
• Pharmacies and drug stores
• Online/e-commerce platforms
• Direct-to-consumer
• Others

Among the distribution channels, online and e-commerce platforms are anticipated to lead the nutrition powder market. This dominance is driven by the convenience and accessibility they offer, allowing consumers to compare products, read reviews, and access a wide variety of brands and formulations without geographic limitations. The growing influence of digital marketing, fitness influencers, and subscription-based models is further boosting sales through these channels. In addition, the pandemic accelerated online shopping habits, and this trend has continued with personalized recommendations, discounts, and doorstep delivery options. As a result, e-commerce is becoming the preferred choice for modern, health-conscious buyers.