The clear protein category has been one to watch over the last couple of years. Since reporting that the market had more than doubled between January 2022 and January 2024, we’ve continued to track its evolution.
So what’s happening? Well, while the market is still growing, it’s doing so in ways that might surprise you.
Take formats, for instance. Powders are surging, yet ready-to-drink (RTD) options? Not so much. That’s unexpected, especially when you consider the ongoing consumer demand for convenience in health and wellness.
So what’s going on here?
It prompted us to dig deeper and ask some key questions:
- Why are there such stark differences between formats?
- What’s driving innovation in clear protein products?
- And what clues does the current landscape give us about future opportunities?
Let’s unpack it.
Form, function, and familiarity
One of the biggest distinctions in the clear protein market is how different product formats are positioned and perceived.
Powders tend to be targeted at a more performance-driven audience. These consumers know what they want, and clarity is key (pun intended). Most brands in this space don’t get too clever with naming and simply use “clear” in the product name, because it does exactly what it needs to: tells the buyer what they’re getting, quickly and efficiently.
But when it comes to RTDs, it’s a different story.
These products are usually aimed at the everyday consumer, someone less likely to be searching for “clear whey” and more likely to be browsing for a healthy, refreshing option. In this case, clarity in naming isn’t just about product attributes; it’s about experience.
What’s trending in RTD product names? There are two clear leaders:
Protein water – a clean, simple reimagining of a familiar staple
Protein soda – a bubbly, functional twist on a fizzy favorite
These terms don’t just describe the product, they connect and make protein feel approachable, even exciting. And that’s important, because when it comes to product naming, there’s untapped potential to not only support confident, friction-free purchases, but to invite new consumers into the category and differentiate and elevate the brand experience.
Innovation in unexpected places
If you think clear protein is just about drinks and powders, think again.
One of the most eye-catching innovations we’ve seen recently? Clear protein popsicles.
These ice pops from FIT ICE are made with real fruit juice and whey protein isolate, delivering 10g of protein, 20g of carbs, just 5g of natural sugars, and only 70 calories per serve. At $16 for a pack of eight, it’s a premium product. But it’s also smartly positioned: not too niche, not too broad.
It balances performance and lifestyle appeal in a way that doesn’t alienate either audience. That’s rare – and valuable.
The big picture
So, what does all of this tell us about the clear protein space?
- Format matters – not just in function, but in how it aligns with consumer expectations
- Naming is more than semantics – it’s a strategic tool for brand clarity and category growth
- Innovation isn’t just about new ingredients – it’s about new experiences, occasions, and consumers
The opportunity? It lies in connecting the dots between what consumers know, what they want, and what they don’t yet realise they need.
If you’re looking to unlock more in the clear protein space, we’d love to talk. Get in touch today.
