Core Viewpoint - The demand for high-quality protein, particularly whey protein, is increasing in China due to rising living standards and health awareness, with the whey protein powder market expected to reach 1.995 billion yuan in 2024, a year-on-year growth of 15.38% [1][11]. Market Policy - The Chinese government has implemented various policies to support the development of the nutritional supplement industry, including whey protein powder, aiming to enhance the quality of health products and services [4][5]. Industry Chain - The whey protein powder industry includes upstream suppliers of whey, additives, packaging materials, and extraction equipment, while downstream channels consist of gyms, sports stores, pharmacies, supermarkets, and e-commerce platforms, with online sales increasing annually [6]. Consumer Demographics - The core consumer group for whey protein powder includes fitness enthusiasts and athletes, with over 60% of male consumers favoring it for muscle gain, while female consumers tend to be older, higher-income individuals focused on health and fitness [9]. Competitive Landscape - The whey protein powder market features numerous participants, including international brands like ON, MuscleTech, and Dymatize, as well as domestic brands like汤臣倍健 and 康比特, with various strategies employed to capture market share [13][15]. Company Analysis -汤臣倍健 has established itself as a leading dietary supplement company in China, with projected revenues of 6.838 billion yuan and a gross profit of 4.56 billion yuan in 2024 [15]. - 北京康比特体育科技股份有限公司 focuses on sports nutrition and health food, with expected revenues of 1.04 billion yuan and a gross profit margin of 39.41% in 2024, driven by the sales of whey protein and energy gels [17]. Development Trends - Future whey protein products are expected to diversify beyond traditional powders to include protein beverages, baked goods, and bars, with tailored products for specific demographics such as athletes and the elderly [19].

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