China’s $425b protein market leads global growth

Developed APAC markets are shifting toward convenient protein formats, especially RTDs.

China is leading global growth in high-protein consumption, with retail sales of high-protein foods, drinks, and supplements reaching US$425b in 2025, the highest amongst markets tracked globally.

According to Euromonitor International’s report, China’s rising demand is coming mainly from fresh food sources, including fish, pulses, and rice.

The country is also forecast to record the largest absolute increase in retail protein volume by 2029.

The broader global protein market is also expanding. High-protein foods, beverages, and supplements generated more than US$3t in retail sales in 2025, whilst global protein demand is projected to grow 11% between 2024 and 2029.

“The strongest growth and opportunities will come from consumers with lasting needs, including older adults, GLP-1 users, people doing resistance training, and households in developing markets,” said Matthew Barry, global insight manager for packaged food at Euromonitor International.

Across Asia-Pacific, developed markets are seeing faster growth in convenient protein formats, particularly ready-to-drink (RTD) beverages and food-based products.

Japan has led the region’s sports protein market over the past decade, with retail sales reaching US$1.6b in 2025.

China followed with US$642m, whilst South Korea reached US$338m.

Protein powders remain the leading sports protein format across markets in the region, although RTDs are gaining share.

In South Korea, sports protein RTDs are forecast to grow at a compound annual growth rate (CAGR) of 12% between 2025 and 2030, compared with 3% for powders.

Singapore is also showing stronger momentum for RTDs, with a projected CAGR of 5.7% compared with 3.6% for powders.

Consumer interest in protein is also linked to broader dietary shifts. Euromonitor’s Voice of the Consumer: Health and Nutrition survey 2026 found that 41% of global adults looking to improve their diets are reducing their intake of ultra-processed foods.

At the same time, high-protein ready meals carried an average price premium of 66% in 2024.

The focus on protein quality is also driving interest in emerging protein sources and so-called “next protein” categories.

Consumers increasing their protein intake are doing so for different reasons, including fitness, weight management, and general health goals.

Fibre is one ingredient category often associated with protein because of its wider health benefits, including digestive support, immune function, and skin health.

However, future product development is unlikely to simply replace protein with fibre.

Instead, the next stage of protein consumption is expected to become more personalised, with products tailored to individual health needs and goals through changes in protein quantity, quality, and ingredient combinations.

Technologies such as precision fermentation are expected to support this shift, whilst manufacturers increasingly focus on multifunctional ingredients.