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 recommended daily intake for an average 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, in the recent protein RTD (cup beverage) market, products with higher protein content are being released one after another. 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 "Protein Drink Max" (400mL) from Labnosh, 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 unveiled "Dr. You PRO Protein Drink 40g" (350mL) with 40g of protein last year.
The protein drink market is growing rapidly, boosted by the spread of exercise, dieting, and the healthy pleasure trend. The food industry is highlighting protein content as a product advantage in a bid to differentiate. In particular, it said the high-protein segment with 40g or more of protein is expanding.
An industry official said, "As consumers' interest in nutritional components has increased compared with the past, demand for high-content products has naturally grown," adding, "As demand has emerged to consume the needed amount at once rather than drinking several small-portion products, the high-protein product market has expanded."
In fact, market competition is unfolding around "how much protein is packed in." In the industry, rather than the technology of raising protein content itself, the key competitive edge is cited as reducing the characteristic fishy smell or chalky taste even at high content.
Another industry official said, "Increasing protein content itself is not technically difficult," adding, "The issue is maintaining taste so that consumers can drink it without aversion while adding a lot of protein."
The problem is that the protein content of some recently launched products approaches or exceeds the recommended daily intake for an average adult. 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 60kg adult, about 54–60g per day is recommended.
However, the recently launched 60g protein drink alone virtually meets the daily recommended amount for an average adult with just one bottle. Considering the protein consumed through regular meals on top of that, some point out that the potential for excessive intake may rise.
The industry explained that such ultra-high-protein products are aimed at consumers who do high-intensity exercise rather than the general public. A food industry official said, "The protein market is also segmenting into medium-protein and high-protein, and each product targets different consumer groups," adding, "Products with 40g or more, especially those exceeding 50g, are not meal replacements but are for consumers who enjoy high-intensity exercise."
However, experts warned that if general consumers simply believe that "the more protein, the better for health" and consume it repeatedly, health problems may occur.
Kang Jae-heon, a family medicine professor at Kangbuk Samsung Hospital, said, "For adults, the recommended daily protein intake varies by body size but is usually around 60–70g," adding, "People who exercise and drink protein beverages still consume additional protein through regular meals, so their total daily intake can become quite excessive."
In particular, it can be a burden for people with impaired kidney function. Kang noted, "For those with reduced kidney function, excessive protein intake can strain the kidneys and worsen disease," adding, "Mild kidney dysfunction often goes unnoticed, so caution is needed."
In fact, the Ministry of Health and Welfare's released "2025 Korean Dietary Reference Intakes" 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 Ko Kang-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 decreased kidney function.
They also raised the need for separate guidance on ultra-high-protein products. Kang said, "Existing protein drinks, at around 15–25g, merely supplemented the protein needed for a single meal, so no special warning phrase was needed," adding, "But 60g is an excessively large amount, so wording to guide target consumers or precautions needs to be included."
He added, "Consumers can easily think that the more of a healthy ingredient, the better," and "Protein is not unconditionally better in larger amounts; it is important to keep an appropriate level that fits one's body weight, amount of exercise, and health condition."
Meanwhile, the Ministry of Health and Welfare said in the "2025 Dietary Reference Intakes," "Recently, intake of protein and amino acids through supplements and health functional foods has been increasing, and some studies have reported side effects from excessive intake," adding, "However, there is still insufficient evidence to set safety standards. Studies analyzing metabolic changes and clinical outcomes from excessive intake of protein and amino acids should be pursued together."