Whey continues to be the protein of choice in a broad range of consumer products for infants, athletes, and seniors. And despite competition from plant protein ingredients, whey protein still commands the lion’s share of consumer dollars.

“Whether it’s SPINS’ MULO data or ClearCut Analytics Amazon data, whey protein powder continues to hold protein source market leadership at about one-third share. ‘Whey is still the undisputed king of protein powders because even with its market leadership, it also had the strongest year-over-year growth on the most important VMS (vitamins, minerals, supplements) retailer Amazon,” says Joshua Schall, functional consumer packed good (CPG) strategist for J Schall Consulting.