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**Protein Is Eating the Aisle**

5h ago · 4 sources · trend

Protein is not a trend. It is a land grab.

Carrefour just launched its own private label line of protein supplements in Belgium, covering creatine, isotonic drinks, whey and protein bars. Retailer as brand builder. Not just stocking the shelf, owning it.

Upstream, FrieslandCampina Ingredients is putting €90M into expanding whey protein capacity in the Netherlands, with full operations expected by 2028. Global whey protein demand is projected to grow at 7.7%, and demand is already outpacing supply. That is not hype. That is a supply chain signal.

Startups want in too. Canada based Aux Labs raised $4 million to scale animal-free dairy proteins using existing brewing facilities in North America. Less sci-fi lab, more practical scale play.

Meanwhile, plant-based dairy holds a 21% share of the plant-based food market in Europe, versus 4% for plant-based meat. Sales volumes of plant-based drinks jumped around 150% between 2015 and 2024. Dairy alternatives are holding their ground even as whey doubles down.

And in India, ITC Foods says protein intake is still mostly cereal-based. Average daily intake sits at 63.4 grams in urban areas and 61.8 grams in rural areas. Translation, the ceiling is high.

Why it matters. Protein is moving from niche to infrastructure. Retailers are building private label muscle. Dairy giants are scaling capacity. Startups are rewriting how protein gets made. The next fight is not whether consumers want protein. It is who controls the supply.

Key facts

  • SFA Packaging developed a rectangular 1,100 ml polypropylene yoghurt container that is almost as light as a traditional round cup, in collaboration with Bieze Food Group and Superunie.
  • The rectangular yoghurt container allows up to 33% more units to fit per tray, improving transport and cold storage efficiency.
  • Carrefour Belgium has launched its own private-label line of protein supplements including creatine, isotonic drinks, whey and protein bars, now available across its Belgian stores.
  • Canadian startup Aux Labs raised $4 million to commercialize its precision fermentation platform for animal-free dairy proteins, using existing brewing facilities in North America to scale.
  • FrieslandCampina Ingredients is investing €90 million to expand whey protein capacity in the Netherlands, with full operational capacity expected by 2028.
  • Global whey protein demand is projected to grow at a 7.7% CAGR through 2033, with demand currently outpacing supply.
  • In Europe, plant-based dairy holds a 21% share of the plant-based food market versus 4% for plant-based meat, according to Circana.
  • European sales volumes of plant-based drinks increased by around 150% between 2015 and 2024.
  • ITC Foods says protein intake in India remains predominantly cereal-based, with average daily protein intake rising to 63.4 grams in urban areas and 61.8 grams in rural areas.
  • 1,100 ml
  • 33%
  • $4 million
  • €90M
  • 2028
  • 7.7%
  • 21%
  • 4%

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