Grass-Fed Protein

Global Grass-Fed Protein Market to Reach US$246.8 Million by 2030

The global market for Grass-Fed Protein estimated at US$149.0 Million in the year 2024, is expected to reach US$246.8 Million by 2030, growing at a CAGR of 8.8% over the analysis period 2024-2030. Protein Powder, one of the segments analyzed in the report, is expected to record a 9.5% CAGR and reach US$131.9 Million by the end of the analysis period. Growth in the Protein Shakes & Drinks segment is estimated at 9.1% CAGR over the analysis period.

The U.S. Market is Estimated at US$40.6 Million While China is Forecast to Grow at 13.7% CAGR

The Grass-Fed Protein market in the U.S. is estimated at US$40.6 Million in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$54.2 Million by the year 2030 trailing a CAGR of 13.7% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 4.4% and 8.4% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 5.9% CAGR.

Global "Grass-Fed Protein" Market – Key Trends & Drivers Summarized

Why Is Grass-Fed Protein Gaining Popularity Among Health-Conscious and Ethical Consumers?
Grass-fed protein—sourced from animals raised on natural forage diets rather than grain-based feed—is rapidly gaining traction among consumers seeking clean-label, ethically sourced, and nutrient-rich food options. This protein category includes powders, shakes, bars, and meat-based products with a strong emphasis on purity, traceability, and sustainability. Grass-fed dairy and beef proteins are valued for their higher content of omega-3 fatty acids, conjugated linoleic acid (CLA), and antioxidant vitamins compared to conventionally raised alternatives. The global shift toward mindful eating, driven by fitness trends, dietary transparency, and environmental awareness, is fueling demand for grass-fed protein across sports nutrition, weight management, and general wellness markets.

How Are Brands Innovating to Meet Diverse Dietary Needs and Preferences?
Product innovation in the grass-fed protein market spans formats, flavor profiles, and certifications. Brands are introducing whey and collagen powders derived from grass-fed cows, often marketed as non-GMO, hormone-free, and gluten-free, with options tailored to keto, paleo, and low-carb lifestyles. Blended formulations featuring plant-based proteins or adaptogens are emerging to capture hybrid dietary trends. Clean flavoring, digestive enzyme inclusion, and recyclable or compostable packaging further enhance appeal to eco-conscious and health-focused consumers. Moreover, e-commerce platforms and subscription-based models are supporting customized delivery and brand loyalty, particularly among millennial and Gen Z users who prioritize both convenience and quality in their protein intake.

Which Global Markets Are Accelerating Grass-Fed Protein Adoption?
North America leads the global market for grass-fed protein, driven by an established fitness culture, strong consumer education around clean nutrition, and an advanced organic food retail infrastructure. The U.S. and Canada are major producers and consumers, with a growing segment of consumers willing to pay a premium for ethically raised animal products. Europe follows closely, especially in the UK, Germany, and Scandinavian countries, where sustainable agriculture and organic certifications are highly valued. In the Asia-Pacific region, Australia and New Zealand play a dual role as major exporters and early adopters, while demand is also rising in health-conscious urban centers across Japan, China, and South Korea. Online retail channels are accelerating reach in emerging markets where grass-fed narratives are beginning to resonate.

What Are the Key Drivers and Barriers in the Grass-Fed Protein Market?
The growth in the grass-fed protein market is driven by rising demand for clean-label nutrition, growing consumer emphasis on animal welfare and environmental stewardship, and the proliferation of fitness and functional food culture. Transparent sourcing, third-party certifications (e.g., grass-fed verified, pasture-raised), and the association with anti-inflammatory benefits are further reinforcing trust and repeat purchase behavior. However, challenges persist, including higher production costs, limited year-round grass-feeding environments in some geographies, and pricing disparities compared to conventional protein sources. Additionally, supply chain verification and consumer skepticism regarding labeling claims can impact market credibility. Despite these hurdles, the trend toward ethical, health-driven protein consumption continues to fuel robust global demand.

SCOPE OF STUDY:

The report analyzes the Grass-Fed Protein market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Product Type (Protein Powder, Protein Shakes & Drinks, Protein Bars, Other Product Types); Flavor (Chocolate Flavor, Vanilla Flavor, Other Flavors); Distribution Channel (Supermarkets / Hypermarkets, Online Distribution Channel, Specialty Stores, Other Distribution Channels)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 34 Featured) -

• ADM (Archer Daniels Midland)
• ANZCO Foods
• Antler Farms
• Arla Foods Ingredients
• Australian Agricultural Company
• BodyUprising Enterprises
• Cargill, Inc.
• Conagra Brands, Inc.
• Creekstone Farms Premium Beef
• Fonterra Co-operative Group
• Glanbia Ingredients Ireland
• Hormel Foods Corporation
• JBS S.A.
• Kerry Group PLC
• Marfrig Global Foods S.A.
• Mirrabooka Protein
• Naked Nutrition
• NOW Foods
• NutraBio Labs, Inc.
• OBE Organic
• Organic Valley
• Panorama Meats Inc.
• ProMix Nutrition
• Silver Fern Farms
• Strauss Brands Incorporated

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