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The protein supplement market is undergoing an accelerated transformation. If in 2020 whey was the undisputed king, in 2026 plant protein already represents more than 25% of the orders we manage at Akumal. What should you choose for your brand? The answer depends on your niche, your channel, and your target margin.
The protein market in 2026: real data
According to the manufacturing data we handle at Akumal, in 2025 76% of protein orders were still whey (concentrate, isolate, or hydrolysed), while the remaining 24% were plant-based (mainly pea, rice, and their blends). However, the year-on-year growth of plant protein is three times higher than that of whey.
The most relevant driver is not ideological but commercial: brands that include a plant-based line access a segment that did not previously buy their products. Women between 25 and 40, people with lactose intolerance, flexitarian consumers, and the yoga/wellness channel are the major growth drivers.
At a European level, the plant protein market for athletes grew 18% in 2024, compared to 6% for whey. The trend suggests that by 2027–2028, plant protein could represent 35–40% of total volume in premium and wellness channels.
Whey protein: strengths and weaknesses for your brand
Whey remains the reference standard for its complete amino acid profile, its high bioavailability, and its naturally neutral flavour (easier to flavour with). For a new brand, it has clear advantages:
- Greater consumer familiarity → lower barrier to entry
- More stable and predictable raw material pricing
- Greater variety of references in the market to benchmark against
- Superior natural BCAA profile (leucine, isoleucine, valine)
- Very high bioavailability: rapid digestion, ideal post-workout
Its disadvantages: it excludes a growing segment of consumers (vegans, lactose allergic, dairy intolerant), faces intense price competition (very cheap white labels in every channel), and quality differentiation is difficult to communicate unless you have a premium isolate or hydrolysate.
- Concentrate (WPC 80%): the most economical. 70–80% protein on dry basis. Contains lactose and fat. Ideal for price/volume positioning.
- Isolate (WPI 90%+): minimal lactose and fat, higher protein purity. Higher price but better margin in premium channel. Ideal for mild lactose intolerance.
- Hydrolysate (WPH): pre-digested protein, ultra-fast absorption. The most expensive. High-performance niche and accelerated recovery.
Plant protein: trends and real opportunities
Pea protein (Pisum sativum) is currently the reference in plant-based due to its amino acid profile, texture, and cost. Rice protein complements it by providing methionine, and their 70/30 blend replicates the whey profile reasonably well.
The biggest challenge remains flavour and texture: plant protein tends to be grittier and has more complex flavour notes to mask. The flavouring work is more demanding, but with current technologies it is perfectly resolvable. At Akumal we have spent years refining flavour bases for plant protein and the result is fully comparable to whey in palatability.
- Pea Protein: 80–85% protein on dry basis, solid BCAA profile (high leucine), the most in-demand. Base for most vegan formulas.
- Rice Protein: hypoallergenic, complements pea well by providing methionine and cysteine. Smoother texture.
- Hemp Protein: complete amino acid profile and omega fatty acids, but lower protein concentration (50–60%). Better suited to wellness than pure performance.
- Soy Protein: complete protein with profile similar to whey, but negative perception in some segments (GMO, phytoestrogens). Still widely used in Asian markets.
- Sunflower Protein: growing, promising profile, lower availability of premium raw material. One of the most interesting trends for 2026–2027.
Nutritional comparison: whey vs. plant protein blend
| Parameter | Whey concentrate | Whey isolate | Pea+rice blend (70/30) |
|---|---|---|---|
| Protein (g/100g) | 75–80 | 90+ | 78–82 |
| Leucine (g/100g) | 9–10 | 10–11 | 7–8 |
| Digestibility (PDCAAS) | 1.0 | 1.0 | 0.85–0.90 |
| Lactose | Yes (2–5%) | Traces | No |
| Vegan-suitable | No | No | Yes |
| Palatability | High | High | Medium–High (with flavouring) |
| Relative cost | Low–Medium | Medium–High | Medium |
Certifications that make a real difference in B2B
Both for whey and plant protein, raw material certifications are increasingly important for quality B2B markets:
For whey:
- Informed Sport / NSF Certified for Sport: required for elite athlete channel and export to English-speaking markets
- Origin traceability: Irish, New Zealand, or Alpine grass-fed milk commands premium perception and justifies higher pricing
For plant protein:
- Organic certification (BIO/Organic): growing demand in wellness and pharmacy channels
- Vegan certification (Vegan Society, V-Label): essential for correct marketing
- Certified gluten-free: relevant for formulas including rice or hemp
- Non-GMO Project Verified: highly valued in the US market and European organic distribution
Access to these certifications depends on the raw material supplier, not your brand. At Akumal we work with audited suppliers that allow us to offer full traceability from origin to your end consumer, a key element of our GMP-certified manufacturing process.
What to choose for your brand according to your target?
There is no single answer. The decision depends on who you sell to and which channel you compete in:
- Performance athletes / gym: isolate or hydrolysed whey. The higher price is justified by faster recovery and the superior amino acid profile.
- General consumer / wellness: pea+rice plant blend. Less intimidating, more versatile in the kitchen, suitable for the whole family.
- Pharmacy / health shops channel: proteins with specific functional claims (collagen + vitamin C, protein for seniors with extra leucine, women’s protein with iron and folic acid).
- Online channel / Amazon: whey concentrate with good price/performance ratio, or plant-based with a clear flavour differentiator and attractive packaging.
- Organic / health food stores: certified organic plant protein, without artificial sweeteners, with recognisable ingredients.
The strategy that works: both lines
More and more brands are simultaneously launching a whey line and a plant-based line from the first year. This allows capturing both segments, cross-selling, and communicating a broader value proposition. The extra production cost is lower than it seems: flavouring and packaging infrastructure is shared.
The key is for each line to have its own visual identity and communication argument, not simply the same product in a different coloured tub.
If you have already decided on the direction and want to know which ingredients to include and at what doses, we recommend the article on how to define your supplement formula from scratch. And if the format for your protein is still undecided (powder, capsule, shot), review our guide to the most in-demand supplement formats.
Request a quote and tell us which type of protein you want to launch. We will prepare a proposal with formula options, format, and indicative costs, no commitment required.