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ENWhey vs. plant protein: what the B2B market demands in 2026
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 hydrolyzed), 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 drivers.
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 flavor (easier to flavor). For a startup brand, it has clear advantages:
- Greater consumer familiarity → lower barrier to entry
- More stable and predictable raw material price
- Greater variety of references in the market to compare
- Superior amino acid profile in natural BCAAs
Its disadvantages: it excludes a growing segment of consumers, has higher price competition (very cheap white labels), and quality differentiation is difficult to communicate if you don't have a premium isolate or hydrolysate.
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 its 70/30 blend replicates the whey profile quite well.
The biggest challenge remains flavor and texture: plant protein tends to be grittier and has more complex flavor notes to mask. The flavoring work is more demanding, but with current technologies, it is perfectly resolvable.
- Pea Protein: 80–85% protein, solid BCAA profile, the most in-demand
- Rice Protein: hypoallergenic, complements pea well
- Hemp Protein: complete profile, omega fatty acids, lower protein concentration
- Soy Protein: complete protein, but negative perception in some segments
- Sunflower: growing, promising profile, lower availability
What to choose for your brand according to your target?
There is no single answer. The decision depends on who you sell to and in which channel you compete:
- Performance athletes / gym: isolate or hydrolyzed whey. The higher price is justified by faster recovery.
- General consumer / wellness: pea+rice plant blend. Less intimidating, more versatile in the kitchen.
- Pharmacy / health shops channel: proteins with specific functional claims (collagen + vitamin C, protein for seniors with extra leucine).
- Online channel / Amazon: whey concentrate with good price/performance ratio or plant-based with clear flavor differential.
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: flavoring and packaging infrastructure is shared.
European B2B sport supplement manufacturer. We help you choose the best protein base for your brand.
Whey, plant, or both?
Tell us about your project and we will advise you on the best protein base for your brand and target market.
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