Distribution of whey protein consumers China 2022, by age group
Young people were also a strong force of the protein powder market, with consumers aged under 35 accounting for more than a half of all protein powder consumers.
As of July 2022, consumers aged between 18 and 24 years became the most powerful consumer group in China's whey protein market, accounting for 31 percent across all ages. Consumers aged between 55 and 59 years only made up 2.1 percent of whey protein consumers, the same as those aged 60 years or older.