March 24, 2026
Whey protein in Brazil: brand perception and purchase decision
Ana Carolina Lauria Novaes de Oliveira; Felipe Galesi Jaoude
Summary prepared by the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute focused on synthesis and writing.
The demand for products focused on health promotion, disease prevention, and physical performance optimization has been driving the global nutraceutical market unprecedentedly. In this scenario, dietary supplements stand out as easily accessible solutions, with practical consumption and promises associated with well-being and longevity. In Brazil, there has been accelerated growth in the category, with special attention to the sports nutrition segment, reflecting the expanding interest in healthy habits and regular physical activity (Velasco et al., 2022). Among the most consumed supplements is whey protein, a product derived from milk whey, rich in essential amino acids and highly digestible. Its use is widespread among weightlifters, athletes, and consumers seeking to supplement their daily protein intake, whether for aesthetic, functional, or clinical purposes. The regular consumption of this supplement reflects not only its nutritional characteristics but also the symbolic perception associated with health, discipline, and self-care.
Market data reinforce this trend of continuous expansion. Brazil is among the main emerging markets for sports supplements, with optimistic projections for the coming years. Estimates indicate that the whey protein sector generated approximately US$ 1.47 billion in 2024 and is expected to exceed US$ 2.5 billion by 2033, with an average annual growth of over 5% (Imarc Group, 2024; Euromonitor International, 2024; Grand View Research, 2024). This scenario is related to factors such as urbanization, increased purchasing power, access to information, celebrity influence, and the impact of digital media on consumer behavior. Furthermore, younger consumers, with higher education and digital engagement, show a preference for brands with purpose, clear labeling, and an active online presence. Given the variety of brands and products available, differentiation through image and strategic positioning has become fundamental. Brand perception has become a decisive element in the purchasing journey, influenced by factors such as reputation, communication, technical recommendations, and past experiences.
According to Kotler and Keller (2016), the value attributed to a brand is directly related to its ability to generate positive associations, trust, and emotional identification. Becker et al. (2023) highlight that, in the supplement sector, symbolic elements and sensory differentiators carry significant weight in the selection process, capable of justifying even higher prices. Consumer behavior in this segment involves decisions that combine rational and emotional aspects. The choice of a specific whey protein brand can be motivated by functional attributes, such as protein quality, as well as symbolic factors, such as the brand’s association with a healthy lifestyle or recognized influencers. The role of content creators, especially on Instagram and YouTube, contributes to building authority and continuous engagement with certain brands. Costa (2022) emphasizes that influencer marketing not only promotes products but also creates emotional bonds and legitimizes consumption preferences through social identification.
Additionally, the purchase decision can be reinforced by technical validations, such as recommendations from nutritionists, doctors, and physical educators. According to Kotler and Armstrong (2021), modern consumers tend to seek brands that deliver value beyond the product, integrating experience, purpose, trust, and convenience. In the case of whey protein, this value can be linked to perceived quality, protein origin, communication transparency, and the brand’s market history. It should be noted that consumer behavior in this segment has evolved towards more conscious choices, based on technical and symbolic criteria. The brand ceases to be just a label and begins to represent lifestyle and personal values. Understanding how these elements influence purchasing decisions is crucial for companies to develop more relevant and authentic value propositions. The central objective is to analyze the elements that shape brand perception and the main factors influencing the purchasing decision of Brazilian whey protein consumers, providing subsidies for more effective positioning and differentiation strategies in the sector.
The methodology adopted for the investigation is based on a mixed approach, combining qualitative and quantitative methods, which allows for the exploration of subjective perceptions and the quantification of behavior patterns related to whey protein consumption. According to Malhotra (2019), mixed methods are effective for investigations that require a broad understanding of social phenomena, especially when seeking to integrate objective analyses with contextual interpretations. It is an exploratory and descriptive study, according to Gil’s (2019) classification, as the objective was to identify and describe sample characteristics, as well as to understand the factors influencing the purchasing decision. The exploratory approach is justified by the intention to generate insights into a topic still little discussed in the Brazilian academic context, while the descriptive character is associated with the need to systematically portray the investigated variables.
Data collection was carried out between May and July 2025, through a structured questionnaire developed on the Google Forms platform. The link was distributed digitally via social networks, including WhatsApp, Instagram, and LinkedIn, as well as email and discussion groups on nutrition, well-being, and sports practice. The distribution strategy prioritized communities and profiles with an affinity for the topic, such as fitness influencers, study groups, and specialized forums, ensuring that the target audience was reached organically and directly. The questionnaire consisted of closed and semi-structured questions, covering demographic variables such as age, gender, location, and income; behavioral variables, including consumption habits, frequency, and purchase locations; and perceptual variables, focused on selection criteria, brand trust, and information channels.
The sampling used was non-probabilistic convenience sampling, composed of participants over 18 years of age, residing in Brazil, with or without prior experience in consuming protein supplements. According to Malhotra (2019), this type of sampling is appropriate in opinion and perception studies, where statistical inference for the general population is not sought, but rather relevant information is obtained from an accessible group engaged with the topic. The inclusion criterion adopted was the express acceptance of the Free and Informed Consent Term, presented digitally before starting the questionnaire. The collected data were exported to an electronic spreadsheet and subjected to descriptive statistical analysis, with meticulous calculation of absolute and relative frequencies. Open-ended responses were organized by thematic categorization, allowing for the identification of behavior and opinion patterns among respondents qualitatively.
The operational data collection process was designed to ensure the integrity of the responses. Each section of the electronic form was planned to avoid respondent fatigue, using a flow logic that directed active consumers to specific questions about brands and habits, while non-consumers were asked about entry barriers. The study was developed entirely in a digital environment, preserving the anonymity of participants and, due to its opinion-based and non-interventional nature, was considered exempt from submission to the National Ethics in Research Committee, according to current criteria for studies with unidentified participants. In total, 173 people participated in the research, with 129 considered active consumers of whey protein, based on the affirmative response about regular consumption, which represents a solid basis for the analysis of brand perceptions and influencing factors.
The data analysis reveals that the sample is predominantly composed of the female audience, representing 68.8% of respondents. This data is significant and indicates a shift in the traditional paradigm that protein supplements were products mainly aimed at the male audience and bodybuilding. The female predominance aligns with studies demonstrating greater engagement of women with practices focused on health, aesthetics, and well-being (Schiffman and Wisenblit, 2019). Regarding age group, a significant concentration is observed between 25 and 44 years old, totaling 70.5% of the sample. Specifically, the 35 to 44 age group represents 36.4%, followed by 25 to 34 years old with 34.1%, and 45 to 54 years old with 20.8%. This distribution shows that whey protein consumption is consolidated among economically active adults who seek to combine physical performance with dietary convenience in intense urban routines. The presence of consumers over 45 reinforces the diversification of the audience and points to opportunities for positioning the product as a supplement for health maintenance and sarcopenia prevention.
Geographically, most participants reside in the Southeast region, totaling 90.8%, followed by the South with 4.0%, Northeast with 3.5%, and Center-West with 1.7%. This concentration may reflect the higher population density, higher average income, and better access to specialized points of sale and gyms in the Southeast region. Furthermore, most participants live in municipalities with over 100,000 inhabitants, indicating a strong presence in urban environments. This urban characteristic was discussed by Becker et al. (2023) when analyzing the growth in consumption of protein supplements among digitally active adults concerned with physical performance. In terms of education, individuals with complete higher education or postgraduate degrees prevailed, suggesting an audience with greater access to information and critical capacity in evaluating labels and marketing claims. Regarding family income, brackets above R$ 5,200 were predominant, with emphasis on incomes above R$ 13,000 and R$ 26,000. This high socioeconomic profile explains the lower sensitivity to price and the interest in products with perceived differentiators, such as additional ingredients, purity, and quality certifications.
In relation to consumption behavior, 74.6% of participants consume whey protein regularly, totaling 129 individuals. The frequency of use is high, with 36.4% consuming daily and 33.3% three to five times a week. The main purpose indicated is the supplementation of daily protein intake, cited by 45.3% of respondents, followed by muscle mass gain with 29.7%. Other motivations include meal replacement for convenience (15.6%) and post-workout recovery (7.8%). Less frequent motivations, such as improved immunity, skin, or metabolism, each summed to 0.8%. This data reinforces the functional role of the product as a support for the routine diet, transcending purely sports use. Whey protein is perceived as an ally in maintaining adequate protein levels for health and convenience. The intention to continue consumption is extremely high, reaching 93.8%, which reveals a robust loyalty potential. Only 4.7% stated they were unsure if they would continue and 1.6% declared they did not intend to continue, indicating that satisfaction with the category is high, although the challenge for brands lies in maintaining innovation to prevent migration to competitors.
Regarding the most spontaneously recalled brands, Vitafor leads with 70 mentions, followed by Dux Nutrition with 42 and Integralmédica with 18. Other brands frequently mentioned include Essential Nutrition, Growth, Athetica Nutrition, Black Skull, Equaliv, Nutrify, and Probiótica. Vitafor’s leadership may be associated with its strong presence in technical channels and nutrition events, generating authority among health professionals. Brands like Dux Nutrition and Essential Nutrition reinforce the trend of premium positioning with strong visual and digital appeal. It is noteworthy that the mentions refer to the manufacturing companies and not specific products, suggesting that consumer perception is strongly linked to the brand’s institutional image, which corroborates the importance of brand equity defended by Keller (2013). Branding acts as a central asset in the purchase decision, where the company’s reputation provides consumer confidence regarding the supplement’s origin and efficacy.
The most valued choice criteria by consumers are flavor, with 88 mentions, and protein quality, with 74 mentions. Brand reputation garnered 55 citations, while affordable price was mentioned by 54 participants and professional recommendation by 26. The appreciation of flavor as a primary factor highlights the importance of sensory experience. According to Schiffman and Wisenblit (2019), sensory stimuli such as taste and texture are decisive in building brand preferences and memories, especially in the food sector. A technically superior product with poor palatability faces severe repurchase barriers. Protein quality, in turn, reflects concern with technical attributes such as purity and type of processing (isolate, concentrate, or hydrolysate). Brand reputation reaffirms the role of symbolic capital and trust. Price, although relevant, did not prove to be the absolute determining factor, which is directly associated with the sample’s high-income profile, prioritizing perceived value over nominal cost.
The influence of health professionals, such as nutritionists, doctors, and physical educators, proved to be decisive in building perceived value. Furthermore, the role of digital influencers on social media plays a fundamental part in discovering new brands and in the social validation of consumption. These findings reinforce Costa’s (2022) argument about influencer marketing as a key element in consolidating brands in the digital environment. The influencer acts as an extension of the brand’s credibility, especially when aligned with technical recommendations. The cross-referencing of variables revealed strategic patterns: consumers aged 25 to 34 seek a balance between performance and cost-effectiveness, while the 35 to 44 age group values reputation and professional recommendation more, demonstrating a more cautious profile. Participants with incomes above R$ 13,000 prioritize flavor and reputation, while those in the R$ 5,201 to R$ 13,000 range give greater weight to price. These nuances suggest that marketing strategies should be segmented not only by demographics but by specific motivations and decision criteria for each niche.
Although current satisfaction is high, a portion of consumers reported having switched brands, motivated by the search for more effective results, product reformulations, better perceived cost-benefit, or promotional actions. This behavior is consistent with Kotler and Keller’s (2016) loyalty model, which differentiates repeat purchase from affective commitment. Even when satisfied, consumers are open to change if they perceive superior advantages in competing offers. This requires companies to engage in continuous innovation strategies and create positive experiences that reinforce emotional connection. The convergence of technical authority and active digital presence represents the greatest strategic opportunity for building sustained loyalty in the Brazilian protein supplement market.
It is concluded that the objective was achieved by identifying that the whey protein market in Brazil is driven by a demanding consumer, with a high level of education and income, who predominantly uses the product for daily protein supplementation and health maintenance. Brand perception is shaped by a balanced combination of sensory attributes, such as flavor, and validating technical criteria, such as protein quality and recommendation from health professionals. The leadership of brands that invest in both technical authority and digital presence demonstrates that the competitive differential lies in the ability to integrate scientific credibility with effective influencer marketing strategies. The high intention of continued consumption signals a mature market with strong potential for customer retention, provided that companies maintain transparency in communication and constant innovation in their formulations to meet the distinct motivations of each market niche.
Bibliographic References:
Becker, G.S.; Bastos, R.A.; Oliveira, M.S. 2023. Suplementos alimentares e a percepção dos consumidores brasileiros. Food Science and Technology (Campinas) 43: e106922.
Costa, I. 2022. Marketing de influência nas redes sociais: o impacto no sucesso das marcas. Dissertação (Mestrado) em Marketing. Universidade Europeia, Lisboa, Portugal. Disponível em: https://comum.rcaap.pt/handle/10400.26/43526. Acesso em: 20 jul. 2025.
Euromonitor International. 2024. Sports nutrition in Brazil. Disponível em: <https://www.euromonitor.com/sports-nutrition-in-brazil/report>. Acesso em: 20 jul. 2025.
Gil, A.C. 2019. Métodos e técnicas de pesquisa social. 7ed. Atlas, São Paulo, SP, Brasil.
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Imarc Group. 2024. Brazil whey protein market: industry trends, share, size, growth, opportunity and forecast 2025–2033. Disponível em: <https://www.imarcgroup.com/brazil-whey-protein-market>. Acesso em: 20 jul. 2025
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