A REVIEW ON PROTEIN SUPPLEMENT: MARKET ANALYSIS AND CONSUMER BEHAVIOUR

Rajveer Singh, *Vartika Lohani, Dr. Amandeep Singh

Protein supplements have experienced exponential growth in demand due to increasing global awareness of health, fitness, and wellness. This review explores the evolving dynamics of the protein supplement industry, examining consumer behavior, demographic influences, brand strategies, and market segmentation. The shift from traditional athletic consumption to a broader lifestyle-oriented market, including Millennials and Gen Z, is critically analyzed. The paper also evaluates challenges such as misinformation, counterfeit products, and price barriers, while highlighting opportunities in plant-based proteins, personalization, and technological innovations. The findings, supported by over 40 references, emphasize the significance of strategic marketing, education, and innovation for sustained growth in the protein supplement industry.