Most people think that protein powder is a supplement needed only by athletes and bodybuilders. Protein is required for muscle growth and repair and can help maintain a healthy weight. This means that there are many types of people who can benefit from additional protein in their diets.

And protein powder is a convenient way to get more protein into a diet, especially when people don’t have the time to cook a protein-rich meal.

So how can we define the target market for protein powder?

In this article, we will study the target market for protein by analyzing who needs extra protein and can benefit from taking protein powder as a supplement.

Who is the Target Market for Protein Powder?

Broadly speaking the target market for protein powder includes people interested in their health and wellness.

To best understand this market, we look at people’s motivations for turning to this nutritional supplement.

When we ask ourselves – Why do people use protein powder? – we are able to segment the market based on need and motivation.

Once you segment the market based on need, you can develop new products that satisfy that need and design marketing strategies that appeal to your target audience.

Needs-based segmentation gives us the following customer segments for the target market for protein powder:

  1. People who want to build muscle
  2. People who want to lose weight
  3. People who want to improve their athletic performance
  4. People who want to recover from illness or injury
  5. People who want to make a meal out of protein powder

Protein powder can offer benefits for all of these segments, which we will explore in more detail below.

Let’s start with the segment that is most likely to be familiar with protein powder: people who want to build muscle.

1. People Who Want to Build Muscle

Protein is an essential component of the process of building and maintaining muscle mass. Working out results in tiny tears in muscle tissue.

The body needs protein to repair these tears and grow stronger. This is why athletes and bodybuilders have long been some of the biggest users of protein powder.

This is why people who go to the gym or fitness center are one of the ideal market segments for protein powder.

There are many different types of protein powder on the market, each with its own advantages.

Whey protein is a popular choice for people who want to build muscle because it is easily absorbed by the body and has a high biological value, meaning that your body can use more of it for muscle growth.

Casein protein is another popular choice for people who want to build muscle, although it is absorbed more slowly by the body.

Soy protein and hemp protein are two plant-based options for people who want to build muscle or improve their athletic performance.

2. People Who Want to Lose Weight

Protein can also be helpful for people who want to lose weight.

Protein helps you feel full after eating, so you are less likely to overeat. It also helps maintain muscle mass while you are losing weight, which is important because muscle burns more calories than fat.

For these reasons, protein powder can work as a replacement for a full meal or as a healthy snack for breakfast or between meals. Another healthy snack that uses protein powder in it is a protein bar.

3. People Who Want to Improve Their Athletic Performance

Protein is not just for people who want to build muscle. It can also be helpful for people who want to improve their overall athletic performance.

Protein is essential for energy production, so it can help you feel less tired during your workouts. It can also help relieve sore muscles after exercise.

Protein powder is a convenient way to get more protein into your diet if you are training for a race or trying to improve your athletic performance.

4. People Who Want to Recover from Illness or Injury

Protein is an important ingredient in the healing process. It helps your body repair tissue and creates new cells.

This is why protein powder is often recommended for people who are recovering from illness or injury. It can help your body heal faster and reduce muscle loss during periods of inactivity.

5. People Who Want to Make a Meal Out of Protein Powder

Protein powder can be a convenient and healthy way to get an important nutrient needed in every meal. People who take nutritional supplements will be just as open to using protein powder in their diets.

There are many recipes for healthy drinks like protein powder shakes and smoothies that include other healthy ingredients like fruit, vegetables, and dairy.

You can also find protein powder pancakes, cookies, and other desserts that make it easy to get a nutritious meal on the go.

Protein powder is also a healthy way to add calories to your diet if you are trying to gain weight.

No matter what your reason for wanting extra protein is, there is a protein powder that can help you meet your goals. Talk to your doctor or a dietitian to find the right protein powder for you.


Broadly speaking the target market for protein powder includes people who are concerned about their health.

The most common segment of the market includes bodybuilders and those trying to build muscle.

Protein powder is also used as a meal replacement or snack by people who are trying to lose weight.

Athletes use protein powder to improve their performance and people recovering from illness or injury can use it to speed up the healing process.

Finally, protein powder is a healthy way to add calories and nutrients to your diet.

In short, protein powder is a great nutritional supplement that when used under the guidance of a doctor or dietitian can produce great results.