As Australians become increasingly invested in long-term health and performance, protein has emerged as more than just a gym supplement, it’s now a key player in everyday wellness. A recent study from Expert Market Research forecasts Australia’s protein market to grow 6.2% through to 2034, reaching an estimated AUD 1.05 billion. This growth is being fuelled by consumers looking for cleaner, more functional, and environmentally sustainable alternatives to traditional protein sources.
Naturally Good Expo 2025 is placing a focus on these results. Highlighting the rising stars of alternative protein, who are responding to demand for high-performance products that don’t compromise on ingredient integrity or environmental ethics. Here are a few brands shaping the future of protein and wellness:
BearWell
From New Zealand, BearWell produces premium grass-fed whey protein powders made without artificial sweeteners or fillers. Backed by science and quality assurance, BearWell’s range caters to everyone from athletes, parents, and the curious everyday wellness seekers looking for clean, reliable nutrition.
Fallow Nutrition
Fallow Nutrition focus on plant-based performance with their vegan-friendly protein powders. Each flavour is formulated with high-quality ingredients and a focus on gut health, clean energy, and recovery. Perfect for those in search of a sustainable protein option that doesn’t compromise their health goals.
ReefAsta
ReefAsta’s key ingredient, natural astaxanthin, is gaining attention for its antioxidant power. Their products are made in Australia. Also, listed with the ARTG, and promote benefits across inflammation, endurance, and skin health. Adding a functional and alternative option into the broader protein and wellness category.
The Vitalogy Project
Combining plant-based science and clinical insight, The Vitalogy Project offers functional supplements designed to enhance sleep, focus, and stress management. While not a traditional protein brand, their formulations complement the rise of holistic performance products that support physical and cognitive wellbeing.
As the category of alternative protein continues to grow, Naturally Good Expo 2025 provides buyers with a front-row seat to the brands changing how Australians fuel their bodies. The expo highlights products that reflect the modern consumer’s desire for supplementation that is clean, intentional, and, most importantly, effective.
To learn more and experience these brands in person, visit Naturally Good Expo, taking place 26–27 May at ICC Sydney, Darling Harbour.