The supplement category is in the midst of a transformation. Among the most dynamic shifts: the rise of clear protein powders. What was once a niche alternative is now becoming a mainstream option, opening an important window of opportunity for brands that move deliberately.
What is clear protein powder?
Clear protein powder is a type of protein supplement formulated to mix into a light, juice-like drink instead of a traditional creamy shake. It is typically made from high-purity protein isolates—most commonly whey isolate or collagen—that dissolve fully in water, resulting in a transparent, refreshing beverage.
Unlike classic protein powders that are milky, thick, or chalky, clear protein powders are:
- Light and crisp
- Easy to digest
- Highly soluble
- Low in texture and aftertaste
- Flavored like fruit juices or sports drinks
Clear protein powders appeal to consumers who want the nutritional benefits of protein without the heaviness of traditional shakes. They’re especially popular among fitness enthusiasts, active lifestyle consumers, and anyone who prefers a more refreshing, hydrating protein experience.
Why the surge is happening
Several forces are coming together to drive demand for clear protein powders: cleaner textures, modern formats, and evolving consumer preferences. To illustrate:
- The global clear whey protein market was estimated at approximately US $551.4 million in 2024 and is projected to reach nearly US $980 million by 2033, representing a CAGR of about 6.7%. (Grand View Research)
- Consumer search interest in “clear protein drink” jumped 42% year‑over‑year and monthly search volume hit around 13,000 in March 2025. (Accio)
- In the UK alone, consumer purchases of clear protein powders increased by 216% in 2023 versus 2022. (Nutraceutical Business Review)
- More broadly, the global protein‑powder market was valued at around US $24.6 billion in 2024 and is expected to grow to US $46.2 billion by 2034 (CAGR ~6.8%). (Global Market Insights)
Put together, the trends signal: consumers want something fresher, lighter, cleaner – not the traditional thick milkshake style protein powder. For brands, this translates into a chance to launch or expand clear protein lines and gain first‑mover advantage.
What brands must understand to capitalize on the clear protein powder trend.
To launch a successful clear protein powder, brands must not simply add a new SKU – they must think differently about formulation, manufacturing, and positioning. Here are key points for brands to focus on:
- Formatting and flavor experience
Clear protein is often judged by drinkability, texture, clarity and flavor freshness (versus chalky or heavy powders). Brands must ensure formulations deliver crisp clarity, rapid solubility and refreshing mouth‑feel. - Ingredient sourcing & purity
With clarity comes scrutiny. Consumers associate clear protein with transparency and “light” functional benefits. Using premium, well‑sourced protein isolates and clean ingredient systems is non‑negotiable. - Manufacturing expertise and equipment
Clear powders often require different processing routes than opaque protein blends: specialized mixers, anti‑clouding agents, solubility optimisation, flavor encapsulation. A manufacturer who knows how to execute is essential. - Packaging, branding & positioning
Because clear protein is relatively new, how you launch it matters. Packaging should reflect the clarity/differentiation – stick packs, tubs, pouches with clear visual cues. Branding should help consumers immediately understand why “clear” matters. - Scalability, QC & regulatory compliance
Growth will come fast. Brands need manufacturing partners who handle both artisan batches and large‑scale runs, all under rigorous quality control, certification (GMP, NSF etc.), and with robust supply chains.
How to pick the right manufacturing partner
When you’re evaluating potential manufacturers for your clear protein powder line, here are the criteria you must include:
- In‑house team that tracks category trends and helps brands adapt
- Access to best‑in‑class ingredients and isolate technologies
- Experienced powder formulators with expertise in clarity, solubility, flavor performance
- State‑of‑the‑art blending, mixing and anti‑clouding equipment
- Capacity for high‑volume production as your brand scales
- Flexible packaging formats (stick packs, tubs, gusset pouches) with fully custom labelling
- Full certifications (GMP, NSF, SQF, organic options) and thorough testing / quality control at every batch
Why Somafina is positioned to partner brands in this space
If you’re considering starting or expanding a clear protein powder line, working with a partner that matches all the above criteria is vital. Somafina delivers across the board:
- Deep industry insight and trend‑monitoring so your brand is aligned with what consumers want next.
- Access to premium raw materials and a strict vetting process, meaning your product stands out on ingredient and performance.
- Formulation expertise specifically in powders that require clarity, clean dissolution and premium flavor experience.
- Advanced manufacturing capability – thanks to specialised blending, mixing and processing equipment.
- A path from pilot to scale without changing manufacturers mid‑growth.
- Flexible packaging that matches the aesthetic of modern wellness brands (including stick packs, tubs, and custom pouches).
- A certified production facility (GMP, NSF, SQF) with rigorous testing regimes – ensuring compliance and consumer trust.
To explore how your brand can bring a clear protein powder to market with a partner who knows both science and strategy, contact us.
The Path Forward
The clear‑protein powder sector is far more than a fad – it’s a meaningful evolution in how consumers approach protein supplements. For brands, the window is open: launch a product that satisfies the demand for clarity, freshness, drinkability, and performance – and do so with a manufacturing partner who can execute at every level.
When done right, clear protein powder can become your brand’s standout SKU – one that speaks to modern consumers, supports your growth strategy, and sets the tone for what’s next.