Deep Integration of Smart Hardware and Protein Powder Consumption

Data from iResearch shows that China’s online fitness user base reached 380 million in 2023, with a penetration rate exceeding 40%. The popularity of online fitness platforms and smart hardware has driven the digitalization of protein powder consumption scenarios. Platforms such as Keep and Peloton have launched “training plan + nutritional supplement” packages, and smart devices like Huawei sports watches can synchronize exercise data and recommend protein powder supplementation plans. Generation Z has become the main consumer group, preferring to purchase influencer-endorsed protein powder through live streaming. Online sales now account for 60% of total plant-based protein powder sales, and are expected to exceed 75% by 2026.