The global food industry has undergone a significant transformation over the past few years, creating an absolute need for product customization to suit various consumer needs. In order to survive in this competitive market with its ever-changing consumer trends, it becomes a necessity for a brand to find innovative ways to market their products. Protein water is one of an attempt by the manufacturers to offer a product which can be consumed not just by the athletes but also the lifestyle consumers. Protein water has been around for a while now, and their preference is expected to be high, over the forecast period as well. Protein water is now been advertised on a bigger scale as many athletes have positive reviews on the products. The companies offering protein water has a competitive edge over its static counterparts as protein water has zero sugar and has 20-gram protein. The global protein water market is therefore anticipated to witness healthy growth well into the next decade.
The global protein water market is expected to be fuelled largely by increasing demand from the health conscious consumers. Due to an extensive advertisement, protein water has reached a much larger audience and therefore have a high preference among the vendors across the globe. The global protein water market has a largely positive outlook, which is attributed to the various consumers seeking for unhealthy drink’s alternative. Product and service advertising campaign are a must have for any growing brand in today’s market, and as a result, companies operating in any industry emphasize on enhancing their brand advertising campaign to increase their reach. Other reasons for high preference for protein water are – handy and low-cost product. Protein water generate higher revenues per customer gained, thereby making protein water an ideal choice for vendors to market their products. Despite the largely positive outlook, there are certain factors that might hamper the growth of the global protein water market, such as, increasing product innovation for energy drinks by the competitors and other nutritive product such as energy gel gaining traction in the sports nutrition world. However, due to the benefits protein water offers, it is anticipated to stay in the competition over the forecast period. Factor such as the growth of online retailing is also expected to boost the growth of the global protein water market.
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The global protein water market has been segmented on the basis of flavour, distribution channel and region. On the basis of flavour, the market is segmented into the orange flavour, lemon flavour, blackcurrant flavour, mango flavour, grape flavour, berry flavour (blueberry, strawberry etc.), mixed fruit and others. Among all these segments the demand for mixed fruit is increasing to a great extent as the preference of fusion flavour is quite high among the young adults. On the basis of the distribution channel, the protein water market is segmented into supermarket/hypermarket, convenience stores, speciality stores, online stores and others retail formats. Among all the segments the supermarket/hypermarket is expected to account for the highest market share followed by speciality stores.