Colombia's protein drink market set to grow to $3.06 bn by 2031

The global ready‑to‑drink protein beverage market was valued at $1.96 billion in 2025 and is projected to reach $3.06 billion by 2031, expanding at a 7.7% annual rate, according to Mordor Intelligence. Historically limited to high‑performance athletes, protein drinks are now part of a broader consumer shift toward wellness, energy, and convenient nutrition, attracting millions of everyday consumers.

Generation Z leads the demand for protein‑rich drinks, with 59% of U.S. consumers, 53% in Asia, and 46% in Europe reporting high usage. Roughly half of consumers in developed markets want to increase protein intake. In Colombia, a study by the Cámara Farmacéutica of ANDI showed that 66% of Colombians used a supplement in the six months ending 2023. Juan Camilo Uribe, marketing director of Tetra Pak Andina, noted that while whey protein remains dominant, plant‑based options such as pea, soy and sunflower protein are gaining market share, driven by sustainability and diversity preferences. The trend also fuels growth in functional coffees and other ready‑to‑drink nutrition products, with hyper‑convenient, portable formats becoming a key purchasing factor.