Once considered a product designed for athletes and muscle recovery, protein powders have evolved rapidly to fit into many consumer's daily routines. With the growing popularity of alternative forms of protein, this ever-changing market has been on the rise for many years now. This week on Beyond the Shelf, we spoke with Claire Morton Reynolds about the data her team has collected about the rising and stable popularity of protein powders. Claire is a Senior Industry Analyst at Nutrition Board Journal and New Hope Network. In this episode, she shared with us how the protein category has been on a steady rise for the past year, and how COVID-19 buying behaviors have shifted (but not disrupted) the market.
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