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- Nutripower | Pea Protein’s $1.3B Climb: What Marketers Need to Know
Nutripower | Pea Protein’s $1.3B Climb: What Marketers Need to Know
Plus: Tap into $72B gut health demand with science-first messaging.
Sophie Bruxner-Randall
April 23, 2025 • Estimated Reading Time: 7 minutes
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Welcome to Nutripower, your essential newsletter for marketers and eCommerce professionals in the nutrients and supplements industry.
Sector Spotlight 🎥
PLANT-BASED NUTRITION
The global pea protein market, projected to reach $1.31 billion by 2030 at a CAGR of 12.02%, is driven by rising demand for plant-based protein, especially in vegan markets and functional foods. Key regions include the U.S., Asia-Pacific, and Europe, with major players prioritizing product development, sustainability, and regional expansion. This trend presents marketers with actionable insights for targeting health-driven, plant-based, and alternative protein segments worldwide.
HEALTH TREND INSIGHTS
Interest in gut health has surged due to a convergence of expanding scientific evidence, post-pandemic focus on preventive wellness, and the rise of social media influencers, significantly impacting consumer behavior and fueling a digestive health market projected to reach $71.95 billion by 2027. Marketers should recognize that while gut health messaging resonates widely and attracts substantial commercial attention, scientific consensus remains in flux, making transparent, evidence-based claims essential for credibility. Focusing on broader wellness trends, educational content, and consumer trust offers actionable opportunities for marketers to engage this growing health-conscious demographic.
STRATEGIC ACQUISITION
Kingswood Capital’s acquisition of The Vitamin Shoppe signals renewed investment in omnichannel health retailing, with targeted upgrades in digital, R&D, and proprietary branding. Marketers should note the expanded reach through 650 stores and a robust eCommerce platform, creating new brand placement and partnership opportunities.
FOOD INDUSTRY INNOVATION
The 2025 Summer Fancy Food Show in New York will feature keynote sessions from Hungryroot CEO Ben McKean, who will discuss data-driven growth and AI adoption in food retail, and Chef Michael Symon, who will share insights on CPG expansion and shifting foodservice trends—essential learning for marketers navigating food industry transformation.
GUT HEALTH INNOVATION
A newly developed polysaccharide structure enhances the intestinal benefits of beta-glucans by more effectively stimulating immune cell activity and fostering the growth of beneficial gut bacteria. These advances position beta-glucans as a key marketing focus for brands seeking to address metabolic and systemic wellness trends. For marketers in the nutraceutical space, differentiation hinges on clearly communicating the unique compositional and functional advantages of these novel ingredients to health-conscious consumers.
COGNITIVE WELLNESS MARKET
Unsplash
The global nootropics market, valued at $3.7 billion in 2024 and projected to reach $14.5 billion by 2034 with a 14.7% CAGR, is dominated by capsule/tablet forms and memory enhancement applications. Online channels, accounting for 65% of sales, present substantial opportunities for targeted digital marketing and personalized offerings. Marketers should prioritize segmentation, regulatory alignment, and digital-first strategies to capture value in this rapidly expanding cognitive wellness sector.
HEALTH SUPPLEMENT TRENDS
NIH’s Office of Dietary Supplements now officially recognizes DHA’s role in reducing preterm birth risk, urging at least 250 mg daily intake for women of childbearing age, plus more during pregnancy—yet most fall short. Marketers targeting prenatal health should leverage this data-backed endorsement to inform eCommerce product positioning. OmegaQuant’s Prenatal DHA monitoring tools offer actionable ways for both clinicians and consumers to measure and optimize DHA levels.
Influencer Corner 📣
Optimization Hub ⚙️
DELIVERY INNOVATION
Walmart’s adoption of geospatial technology expands eCommerce delivery eligibility to 12 million more U.S. households, enabling flexible fulfillment across multiple stores using real-time data. Marketers gain key insights on omnichannel logistics, improved customer access, and speed—factors increasingly critical for digital shopper retention and competitive advantage.
ECOMMERCE TRANSFORMATION
Forrester forecasts that eCommerce will dramatically reshape the global economy by 2040 as digital technology, shifting consumer behaviors, and AI accelerate intelligent commerce, yet 71% of retail sales will still occur in-store by 2029. Marketers must navigate evolving consumer preferences—prioritizing free shipping, reviews, and omnichannel engagement—while balancing digital investments with physical presence. While retail growth has slowed, opportunities exist in retail media networks, marketplaces, and refined personalization strategies.
CLIENT ENGAGEMENT
During summer, marketers can strengthen client relationships and drive business growth by deploying seasonal promotions, outdoor events, and personalized communication crafted around shifting client behaviors. Leveraging interactive social media content and vacation-inspired campaigns ensures continued engagement and retention. These actionable tactics capitalize on summer’s unique client mindset.
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