Once primarily associated with dedicated gym enthusiasts and serious athletes, Muscle Milk is expanding its reach. The protein powder and shake brand owned by PepsiCo is gaining popularity among everyday consumers who are now using it as a snack, incorporating it into their coffee as a creamer, creating ice cream, or adding it to baked goods like muffins. As health and wellness become increasingly important across various demographics, brands like Muscle Milk are reaping the rewards.
Marissa Pines, senior marketing director for PepsiCo’s Gatorade portfolio, stated in an interview, “We’re undoubtedly a performance-focused brand. However, we are realizing that we appeal to consumers in many different situations beyond muscle recovery. We continue to witness increasing consumer adoption and interest across these various occasions.” Muscle Milk plays a significant role in PepsiCo’s strategy centered on athletic performance and wellness. This initiative is primarily led by the multi-billion-dollar Gatorade brand, which has recently introduced new products, including an energy drink with caffeine called Fast Twitch and rapid rehydration options with Gatorlyte, to meet a wider array of consumer needs. Muscle Milk enhances this by addressing protein and recovery requirements.
Acquired from Hormel Foods in 2019, Muscle Milk recorded double-digit growth in 2022 and is on track to replicate this success this year, according to PepsiCo. The company reports that the brand is also gaining market share. For the 52 weeks ending May 23, sales surged by 16.9% to $413 million, as per data from Circana, a Chicago-based market research firm. Concurrently, unit sales rose by 5.6%, indicating that the brand’s success is driven by genuine demand rather than merely price increases. Despite this growth, Muscle Milk only accounts for a small fraction of the $86 billion in revenue generated by PepsiCo in 2022.
To sustain its growth trajectory, PepsiCo is exploring ways to integrate Muscle Milk into other food and drink products, providing consumers with more options to meet their protein needs, Pines explained. Although she could not specify what new items might be introduced, she mentioned they are “considering different forms and protein sources” while “continuing to demonstrate various ways for consumers to utilize our current product.” Since acquiring the brand a few years back, the mission has been to make it more inclusive, allowing consumers to embrace their strength, both physically and mentally.
In support of this mission, Muscle Milk has actively engaged with consumers on social media who utilize the product in innovative ways. Recently, the brand partnered with WNBA All-Star Candace Parker and the National Fitness Campaign to enhance access to fitness through its cause-driven initiative, “The Lifting Project.” Additionally, as discussions around calcium supplements arise, it is worth noting the differences between calcium citrate versus calcium carbonate, as consumers increasingly seek to understand the best options for their health. Muscle Milk is committed to helping consumers navigate such choices, reinforcing its position in the wellness landscape.