These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Dux Nutrition's Fresh Whey is a prominent example of the clean label trend, combining three types of whey protein (concentrate, isolate, and hydrolysate) with natural ingredients. The product line is known for its use of real fruits and nuts for flavoring and is sweetened with natural sweeteners like stevia and taumatina, avoiding artificial additives. This formulation, marketed as "clean label," appeals to consumers seeking a protein supplement that is both pure and flavorful, pushing the trend of using whole-food-based ingredients in supplements. The brand emphasizes transparency and the natural sourcing of its components.
Key Product: Fresh Whey
MARKET LEADER
Atlhetica Nutrition has tapped into the clean label movement with its ready-to-drink protein supplement, Best Whey Total Clean. This product is formulated with whey protein isolate (WPI) and hydrolyzed collagen peptides, offering a high degree of purity and rapid absorption. It actively promotes the clean label trend by being free of sugar, lactose, and artificial sweeteners and colorings. Instead, it uses natural sweeteners like stevia. The product is presented as a light, hydrating protein option, moving away from the traditional milky consistency of whey protein shakes and appealing to a broader consumer base looking for clean and convenient nutrition.
Key Product: Best Whey Total Clean
MARKET LEADER
Vitafor's Isofort line, particularly its latest iteration, is recognized for its clean formulation. The product uses high-quality whey protein isolate and is produced through a microfiltration process that preserves the protein's integrity while removing unwanted components like fat and lactose. While not always explicitly branded with the "clean label" term on the front, it is perceived by consumers as a clean option due to its minimal ingredient list and high purity. The brand's commitment to quality and purity helps push the trend by demonstrating that a highly effective protein supplement can be created without a long list of artificial ingredients, appealing to consumers who prioritize product purity and efficacy.
Key Product: Isofort Whey Protein Isolate
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend exhibits strong upward momentum in search interest and significant cultural relevance driven by health-conscious consumers. While specific sales volume data is unavailable, the growing search interest suggests increasing market adoption and potential for high sales.
Search interest for clean label protein powder shows a significant upward trend, indicating growing consumer curiosity and adoption. The trend is supported by a strong cultural emphasis on natural ingredients and wellness.
Google Trends (12 Months)
2 posts analyzed
Nutrify
A major Brazilian influencer in the health, wellness, and lifestyle space, known for sharing tips on healthy eating, fitness, and motherhood.
DUX Nutrition
A former "Big Brother Brasil" participant who has become a major fitness and lifestyle influencer in Brazil. Her relationship with the popular singer Thiaguinho further boosts her public profile and influence.