This article was displayed on the ChosunBiz RM Report website at 5:21 a.m. on Jun. 4, 2026.
As the domestic protein drink market grows rapidly, the food industry's "ultra-high-protein competition" is intensifying. Recently, a product containing 60g of protein per bottle has even appeared. This is equivalent to the daily recommended intake for a typical adult. Although these products are launched for health, concerns are growing about side effects such as kidney strain from excessive protein intake.
According to related industries on the 4th, the protein RTD (cup drink) market has recently seen a string of launches of products with higher protein content. Namyang Dairy Products pre-released "Takefit Extreme," which contains 60g of protein in one 450mL bottle, on the Olive Young online mall last month. The previous highest-protein product was Labnosh's "Protein Drink Max" (400mL), released in April, with 52g of protein.
Maeil Dairies last month launched "Selex Profit SPORTS Wild Choco," which contains 45g of protein per 350mL bottle, and Orion also introduced "Dr. You PRO Protein Drink 40g" (350mL) last year, which contains 40g of protein.
The protein drink market is growing fast on the back of the spread of exercise, dieting, and the healthy pleasure trend. The food industry is pushing to differentiate by touting protein content as a product advantage. It especially noted that the high-protein segment with 40g or more is expanding.
An industry official said, "As consumers' interest in nutritional components has grown compared with the past, demand for high-content products has naturally increased," adding, "As demand has emerged to consume the necessary amount at once rather than drinking several small-portion products, the high-protein product market has expanded."
In practice, market competition is unfolding around "how much protein you put in." In the industry, rather than the technology of increasing protein content itself, the key competitive edge is seen as reducing the characteristic fishy smell or chalky taste even at high content. An industry official said, "Raising protein content itself is not technically difficult," adding, "The issue is maintaining taste so consumers can drink it without aversion while putting in a lot of protein."
The problem is that the protein content of some recently launched products approaches or exceeds the daily recommended intake for typical adults. According to the Korean Nutrition Society and the Ministry of Health and Welfare's nutrient intake standards, the recommended protein intake for adults is about 0.9g per kilogram of body weight. For a 60-kilogram adult, about 54–60g per day is recommended.
However, the recently launched 60g protein drink alone essentially meets the daily recommended amount for a typical adult. Considering the protein consumed through regular meals on top of that, some point out that the risk of excessive intake may increase.
The industry explains that these ultra-high-protein products are aimed at consumers who engage in high-intensity exercise rather than general consumers. A food industry official said, "The protein market is also segmenting into medium-protein and high-protein, and each product has a different target consumer base," adding, "Products with 40g or more, especially those exceeding 50g, are not meal replacements but products for consumers who enjoy high-intensity exercise."
However, experts warned that if general consumers simply perceive that "the more protein, the healthier" and consume it repeatedly, health problems may arise.
Kang Jae-heon, a family medicine professor at Kangbuk Samsung Hospital, said, "The daily recommended protein intake for adults varies by body size, but it is usually around 60–70g," adding, "People who drink protein beverages while exercising also end up consuming additional protein through regular meals, so the total daily intake can become considerably excessive."
In particular, it can be a burden for people with impaired kidney function. Kang noted, "For people with reduced kidney function, excessive protein intake can strain the kidneys and worsen disease," adding, "Mild declines in kidney function often go unnoticed by individuals, so caution is needed."
In fact, the Ministry of Health and Welfare's released "2025 Dietary Reference Intakes for Koreans" explains that excessive protein intake may be associated with amino acid imbalance, diabetes, and increased risk of cardiovascular disease. A research team led by Professor Go Gang-ji at Korea University Guro Hospital also released findings in 2020 that a high-protein diet of 1.5g or more of protein per kilogram of body weight per day over a long period may increase the risk of declining kidney function.
The need for separate guidance on ultra-high-protein products was also raised. Kang said, "Existing protein drinks were in the 15–25g range, merely supplementing the protein needed for one meal, so no special warning phrases were necessary," adding, "But 60g is an excessively large amount, so wording is needed to indicate the intended consumers and precautions."
Kang added, "Consumers can easily think that more of a healthy ingredient is always better," and, "Protein is not necessarily better the more you consume; it is important to keep an appropriate level suited to one's body weight, exercise volume, and health condition."
Meanwhile, the Ministry of Health and Welfare said in the "2025 Dietary Reference Intakes" that "intake of protein and amino acids through supplements and health functional foods has recently increased, and some studies have reported side effects from excessive intake," adding, "However, there is still insufficient evidence to set safety standards. Research analyzing metabolic changes and clinical outcomes from excessive intake of protein and amino acids should be pursued together."