Muscle Milk Is Entering The Plant-Based Market With 2 New Drinks

Pines also explained that the company’s decision to enter the plant-based market with performance-marketed protein drinks was a “future-proofing” move meant to anticipate the preference shifts of consumers rather than “solving a leaky bucket problem.” The USDA’s report from 2022 illustrates that milk consumption has fallen steadily since the 1970s, and consumers are replacing them with plant-based alternatives. 

A recent report published by The Brainy Insights suggests that the demand for plant-based protein sources is on the rise due to “an increased awareness of healthy diets” and an uptick in vegan and vegetarian lifestyle choices. The report predicts the global market for alternative protein will grow from the $14.2 billion it was in 2021 to $33.75 billion by the end of the decade. North American consumers seem most responsible for driving this demand, as they accounted for 43 percent of the market’s total revenue in 2021.

Considering the fact that athletes and health-conscious individuals seem to be leading the charge towards plant-based lifestyles, and are considered the primary demographic for Muscle Milk products in general, the shift to plant-based protein offerings certainly makes sense for the brand as it anticipates the rising demand from their market base. Though, eventually, they might need to rework the product name. 

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