As consumers become more health-conscious and lead increasingly fast-paced lives, there is a growing demand for convenient, nutritious, and high-protein ready-to-drink (RTD) products. 

The global market for high-protein RTD drinks, particularly in regions like China, is expanding rapidly, presenting an exciting opportunity for brands in the FMCG and supplement sectors. 

In this article, we explore the growth potential of China’s high-protein RTD market and offer strategic insights to help food and beverage brands stay ahead of the competition by innovating with high-protein products.

The Rapid Growth of the Liquid Protein Market

The demand for liquid protein is growing at an unprecedented rate. According to Magic Mirror Analysis+, from July 2023 to June 2024, the market size of liquid protein on mainstream e-commerce platforms in China reached 34.72 million yuan, a staggering 478.4% year-on-year increase. This indicates massive market potential.

In Western markets like the U.S., Japan, and South Korea, ready-to-drink protein drinks have established a strong foothold, with high sales volumes, according to Euromonitor.

Despite China’s market being in its nascent stages, it is evident that high-protein RTDs are poised for significant growth. 

The current market size ratio between RTD beverages and ready-to-mix (RTM) beverages in China is still underdeveloped, with RTDs holding only a quarter to a third of the market share of RTMs. This presents a substantial growth opportunity for RTDs in the coming years. 

Global and Local Trends in High-Protein RTD Products

United States: High-Protein is Mainstream 
In the U.S., protein supplementation is highly mainstream, with many consumers incorporating it into their daily routines.

The average protein content per bottle ranges between 20-30g, and there is a rising trend of products containing over 30g per bottle.

U.S. consumers prefer products with a light, refreshing taste, which is why these drinks are commonly consumed cold. The formulas are typically low in sugar and fat, with added vitamins and minerals to support overall health.

Japan: Convenience is Key 
In Japan, the consumption of functional foods, including protein drinks, is more popular than in China.

Protein content in RTD beverages is usually around 15-20g per bottle, with less emphasis on controlling sugar content.

Products are widely available in convenience stores and supermarkets, which makes them easy to purchase on the go.

Taiwan: Taste Takes Priority 

Like China, Taiwan emphasizes taste as a primary factor in product selection.

Taiwanese RTD beverages typically contain 10g of protein per bottle, with more affordable price points.

These products are often sold through supermarkets, convenience stores, and brand-owned channels, with packaging in cans being particularly common.

Key Insights for Planning High-Protein RTD Products in China

Why Nutiani Solutions Can Help You Stay Ahead

The global high-protein RTD market is at a tipping point, with China representing a massive growth opportunity. By strategically aligning your product development with consumer preferences for protein content, taste, and packaging, you can capture a significant share of the market.  

At Nutiani, we understand the latest trends in the nutritional landscape and can support your brand with high-quality, science-backed solutions. Our products, backed by proprietary research and consumer testing, are designed to meet the needs of today's health-conscious consumers, ensuring your innovations stand out in the competitive market.