Rapidly Expanding Ready-to-Drink Shake Market Projected to Reach a Value of US$22.2 Billion by 2034
In the ever-evolving world of nutrition, a new trend has emerged - plant-based ready-to-drink (RTD) protein shakes, specifically designed to support muscle health for aging adults. Danone, a leading name in the industry, has recently launched Ensure Complete, adding to this growing sector.
This market, projected to reach an impressive USD 22.2 billion by 2034, is not just a passing fad. It has been on a steady growth trajectory, expanding from USD 11.2 billion in 2024 to its current projected size at a Compound Annual Growth Rate (CAGR) of 7.1%.
The market's expansion is not confined to any particular region. Europe, following North America, has seen significant growth, fuelled by health awareness and innovative flavours. The Asia-Pacific (APAC) region, driven by urbanization, rising incomes, and demand for on-the-go nutrition, is the fastest-growing market.
The RTD shakes market is segmented based on acidity, with low-acid foods having a pH >4.6 and water activity (aw) >0.85, and acidified foods having aw >0.85 and pH ≤4.6.
Brands are innovating with fresh plant-based twists and fun flavours, transforming RTD shakes into everyday heroes for health on the move. Kellogg's (Kellanova) has ventured into this segment with the launch of Special K High Protein Shakes, while Unilever focuses its RTD efforts on its sustainable nutrition brand, OWYN.
High-protein shakes captured a 41.7% market share in 2024, with dairy- and soy-based shakes dominating the market, holding a 53.7% share. However, plant-based options are gaining popularity, as evidenced by Danone's new offering.
Supermarkets and hypermarkets led distribution in 2024 with a 37.8% share. Kraft Heinz partners with Orgain to tap into the growing consumer demand for clean, plant-based protein options, further solidifying the supermarkets' dominance.
General Mills has entered the fray with Light & Fit High Protein Shakes, positioning them as a gym-friendly, post-workout option. Chocolate flavour led the market in 2024 with a 44.3% share.
However, it's not all smooth sailing. A study reviewing 36 protein supplement products revealed widespread mislabeling, with nearly 69.4% containing less protein than claimed. This underscores the need for transparency and accuracy in product labelling.
One company leading the charge in high-protein milk beverages is Milkymist, a well-known European dairy product manufacturer. By 2025, they launched a new high-protein yogurt under the brand Skyr with 11% protein content, being unique on the European market.
In conclusion, the ready-to-drink shakes market is evolving rapidly, with plant-based options gaining traction. As consumers become more health-conscious and demand convenient, nutritious options, we can expect this trend to continue.
