Lumina Intelligence report finds wide range of prices for protein powders in sports nutrition

By Hank Schultz contact

- Last updated on GMT

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Getty Images
The price of protein powders has been declining, driven mostly by the increasing prevalence of the direct-to-consumer, a new report has found.

The report, offered by Lumina Intelligence, a business division of William Reed Business Media, found that protein powders marketed as sports nutrition products are being offered at a wide variety of prices per serving.  The most common prices were between 60 cents and 80 cents per serving, with 286 of the almost 1,700 products surveyed coming in at that price point.  

The next most prevalent price points were 80 cents to $1.00 per serving (269 brands) and $1.00 to $1.10 (251 brands).

High end of market drags up average

But some marketers are charging much more for their products.  The Lumina report found that 208 products were charging more than $2.00 a serving.  And of those, 65 products came in at an eye-popping $3.40 plus per serving.

The net result is that even though many products are cheaper, the median price per serving for protein powders is $1.28.

Marketers charging women more

The report also found that marketers are charging premiums for products aimed at women and those making clean label claims.  The women-focused protein powders cost an average of 28% more per 100 grams. Products making a clean label claim cost on average 26% more that those not making the claim. 

One of the benefits purchasers of the report will receive is a ranking of consumer satisfaction ranged against those price points.  Part of the proprietary Lumina model is capturing what consumers are saying about products via product reviews.

The conclusions were drawn from data culled from 20 countries, according to Lumina Intelligence.

Beyond probiotics

The Lumina Intelligence platform, which was initially focused on probiotics and which has expanded to sports nutrition and sustainability, allows for users to customize their dashboard.

“There is a lot of customization available on the dashboard. They can research who their competitors are, where their competitor’s products are focused in terms of strains. They can also search to find all the science behind certain strains,” ​said Ewa Hudson Head of Market Insights – Lumina Intelligence.


Lumina Intelligence Logo

Lumina Intelligence​ is an insights service delivering a unique perspective on high-growth food and nutrition markets brought to you by William Reed, publisher of food and drink news sites including Nutraingredients-USA and FoodNavigator-USA.

Lumina Intelligence has been created to equip the industry with tools to measure the evolution of science, online consumer engagement and regulation and its impact on product formulation, labeling and new product development.

Its aim is to help users pinpoint trends and opportunities in niche markets, helping maximize the chance for success for new product launches.

With data from over 20 countries, Lumina provides in-depth ingredient analysis and product labeling information across Probiotics, Sports Nutrition and Sustainability.

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