Sports nutrition brands today need to expand beyond traditional performance positioning by creating new consumption occasions and broader health messaging around areas such as immunity and metabolic health. Finally, 35% of respondents said sports nutrition products should contain electrolytes to support active recovery. Consumers are aware of protein, but the challenge for brands is how to convert that awareness into actual consumption of protein products. Advanced ultrafiltration capacity for whey protein is still limited, although additional investment is expected from the second half of 2026,” said Lim. “Processors are also prioritising whey protein isolate because it offers higher profitability, reducing production of other whey protein formats.”