Move out the whey, egg white protein is coming

By 2035, the global protein market is expected to reach USD $15.81 billion – up from $11.12 billion in 2025, according to Precedence Research data.

Shifting from a niche commodity consumed by bodybuilders and gym regulars, the past few decades have seen protein enter the mainstream. Whey protein has been among the most popular, with sharp rises in its price over the last few months reflecting increasing demand.

This uptick has been accelerated by the growing interest in health and more recently, weight loss drugs such as GLP-1s.

“Within the UK, consumers are becoming increasingly more health-led with 43% of British adults saying they’re looking for high protein food,” Flora Zwolinski, Lumina Intelligence’s insight lead, told Food Manufacture.

For those using GLP-1s, the demand for protein increases further, to 66%.

Matt Hunt, co-founder and CEO of The Protein Ball Co, which has been making natural protein snacks since 2015, said these drugs have been a key influence for the brand’s new range, Stuffed.

This smaller-sized product contains a gooey centre and comes in a variety of flavours, including matcha and vanilla, and pistachio and chocolate.

“The meteoric growth of the GLP-1 movement, initially in North America and subsequently the UK, has fostered a growing demand for tasty smaller portion offerings that can be consumed over the course of the day,” he added.

“Normally we’re 4g, 6 balls, which is the equivalent of a protein bar. But we’ve learned a lot about GLP-1 users and 45g was quite a lot for someone on weight loss drugs, so we have lowered it to 36g.”

Although the Stuffed range is more expensive, Hunt is keen to add that this is not a case of shrinkflation, but rather a demand for lower grammage.

“This is nutrient dense, still full of the minerals, vitamins, proteins and fibre you need.”

The rise of egg protein

The other key trend that Hunt pointed to is the rise of egg white protein, which has gained some serious momentum in the US. And like many trends, once it’s popular in the US, it usually finds its way across the pond.

Kantar’s DX trend-spotting service indicates Hunt may be right, revealing that online searches for ‘egg protein’ have risen by 37% over the past two years.

Egg white protein already exists in the UK, but for the most part it has remained firmly in the UK sports nutrition sector.

“It is still much more niche than whey, milk and plant-based proteins,” said Paschalina Papadogkona, senior performance, health & wellness innovation specialist at I.T.S.

“There is still potential for it to move further into mainstream food and beverage applications as the demand for high-protein products continues to grow.”

Two Chicks, which is known for its convenience liquid egg white products, has evidentially seen its potential, having launched the UK’s first egg white protein drink in June.

The ready-to-drink products, which come in two flavours (Blueberry Bliss and Chocolate Chip Cookie) are made with 76% egg white and contain 20g of natural protein per 250ml bottle.

“Egg white protein offers something distinctive in a protein market that has traditionally been dominated by more synthetic alternatives,” co-founders Anna Richey and Alla Ouvarova told Food Manufacture.

“It is a naturally high-quality, complete protein source, while also being dairy and fat free, making it ideal for consumers who are looking for a leaner or more natural way to increase their protein intake. For us, the real opportunity is around natural nutrition.

“People are becoming much more conscious not just of how much protein they are consuming, but where that protein comes from. Egg whites are a familiar, recognisable ingredient, so they enable us to deliver high levels of protein without relying on the types of heavily fortified products consumers may traditionally associate with sports nutrition.”

The Two Chicks founders believe this protein has “significant potential” in the UK because it sits at the intersection of several major consumer trends: demand for protein, more natural nutrition, dairy-free options and convenience.

“Consumers increasingly want accessible ways to incorporate protein throughout their day, whether that’s at breakfast, while snacking, post-workout or on the move. That’s opening up many more occasions for egg white protein,” the duo said.

Rebecca Tonks, Founder and CEO of St. Ewe, agreed it has strong potential due to its nutritional profile and versatility.

“Egg Whites Glycaemic index is zero compared to whey at 43, it has a complete fatty acid profile and has the highest biological value of any source of protein. It’s incredibly versatile and can be used in smoothies, omelettes, meringues, mousses, pavlovas – and has a neutral taste,” she said.

Papadogkona shared a similar view, noting that it is particularly suitable for applications targeted at consumers looking for high protein without dairy, as well as for clean-label and calorie-controlled products.

However, she believes uptake in the UK will develop more gradually than in the US.

“The main barriers to wider adoption are likely to be cost, taste, texture and consumer familiarity. Egg white protein is also not suitable for consumers with egg allergies, so it will remain a more niche option than some other proteins,” she explained.

“One of the key challenges will be masking any eggy/sulphur notes, particularly at higher usage levels. This could create an opportunity for flavour systems specifically designed for egg white protein.”