Distribution of protein powder consumers China 2022, by age group
Consumers of whey protein, a specific type of protein powder, consisted of even more young people, with more than 50 percent coming from the age group between 18 and 29.
In 2022, consumers aged between 18 and 24 years became the most powerful consumer group in China's protein powder market, accounting for 23.3 percent across all ages. Consumers aged between 55 and 59 years merely made up 2.8 percent of protein powder consumers, the same as those aged 60 years or older.