Animal Protein Market- Industry Analysis And Forecast (2025-2032)
Animal Protein Market size was valued at USD 22.12 billion in 2024, and the revenue is expected to grow at a CAGR of 4.7 %
Format : PDF | Report ID : SMR_2637
Animal Protein Market Overview
Animal protein refers to protein derived from animal-based foods such as meat, poultry, fish, dairy products (like milk, cheese, and yoghurt), and eggs. The increasing popularity of protein-centric diets has contributed to an increase in the demand for animal proteins in the food and beverage industry. Consumer preferences have altered dramatically as a result of changing lifestyles and rising disposable incomes, thereby increasing demand for nutrient-rich meals. Consumer demand for animal protein in diets is increasing as people become more aware of its health benefits. Moreover interest in functional food and beverage fortified drinks supplemented with proteins is projected to drive market expansion in the coming years.
In 2024, the animal protein market saw notable mergers and acquisitions, with Cal-Maine Foods acquiring Tyson Foods' egg production assets to expand its presence in the egg sector. This moves addresses rising demand amid supply challenges due to avian influenza and broader market disruptions. The animal protein market, projected to grow at a compound annual growth rate (CAGR) of 4.7 %, is influenced by factors such as increasing global protein demand driven by rising incomes, health-conscious consumer shifts, and demographic trends.
In August 2023, Arla Foods Ingredients launched MicelPure, a micellar casein isolate, into the market. The new micellar casein isolate contains a minimum of 87% animal protein, is low in lactose and fat, heat-stable, and taste-neutral. It is mainly used in RTD, high-protein beverages, and powder shakes applications.
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Animal Protein Market Dynamics
Rising Consumer Awareness Towards Nutritional Food To Drive The Animal Protein Market
Rising consumer awareness towards nutritional food is driving significant growth in the animal protein market. As people become more educated about the importance of a balanced diet and the nutritional value of various food sources, animal protein, particularly from sources like meat, eggs, and dairy, is increasingly recognised for its high-quality protein, essential amino acids, and vital nutrients like vitamins and minerals. Consumers are placing greater emphasis on health, fitness, and overall well-being, leading to a surge in demand for protein-rich foods.
Rapid Growth In The Plant-Based Protein Market To Restrain The Animal Protein Market
The rapid growth of the plant-based protein market is increasingly seen as a restraint on the animal protein market, as more consumers shift toward plant-derived alternatives due to health, environmental, and ethical concerns. Plant-based proteins, sourced from foods like legumes, grains, nuts, and seeds, are gaining popularity due to their perceived health benefits, such as lower cholesterol and fat content, and their sustainability advantages, including a smaller carbon footprint and reduced resource consumption compared to animal farming. This shift is being fuelled by the rising awareness of the environmental impact of livestock farming, such as greenhouse gas emissions and land use, as well as growing concerns about animal welfare. Consequently, as consumers increasingly opt for plant-based diets or flexitarian lifestyles, demand for animal protein is facing a slowdown, particularly in developed markets.
Global Expansion In Emerging Markets To Boost As An Opportunity For The Animal Protein Market
Emerging markets, particularly in Asia, Africa, and Latin America, represent a significant growth opportunity for the animal protein market. As incomes rise, there is a growing demand for animal-based products like meat, dairy, and eggs. In these regions, consumers are shifting towards higher-protein diets, driving an increase in demand for animal protein. Companies in the animal protein sector can capitalise on this trend by expanding their operations and distribution networks in these high-growth regions. Additionally, the rising middle class in these markets is also becoming more conscious of food quality and safety, presenting opportunities for companies to introduce premium or value-added protein products. Expanding in emerging markets allows companies to diversify their revenue streams, reduce dependence on saturated markets, and capitalise on untapped demand for animal protein.
Animal Protein Market Segment Analysis
by Type,Based on type animal protein market is categorised as dairy protein, egg protein, gelatine protein and others. The egg protein segment holds the largest revenue share in the animal protein market, accounting for approximately 58.5% of the market. This dominance is primarily driven by the widespread use of egg proteins in various food products, including baked goods, snacks, processed meats, and seafood, due to their high nutritional value and versatility.
by Form,Based on form the animal protein market is categorised as solid and liquid. The powdered form i.e. solid hold the highest revenue share. This segment is dominant due to the growing demand for animal protein in convenient, easy-to-consume formats, especially in the health and fitness industry. Powdered proteins, such as whey protein and casein, are highly favoured for their quick absorption, portability, and versatility in use, including in protein shakes, smoothies, and bars. The increasing consumer awareness of the benefits of protein supplementation for muscle growth, weight management, and recovery has driven the popularity of protein powders. Additionally, powdered forms are cost-effective for both manufacturers and consumers, which further boosts their widespread adoption across various consumer segments. As a result, powdered animal proteins are the primary revenue driver in the market.
Based on applications the animal protein market is categorized as food & beverages, nutritional supplements, animal feed, pet food, pharmaceuticals and others. The food and beverage application segment holds the highest revenue share. This is primarily due to the widespread use of animal proteins in a variety of products such as meat, dairy, protein bars, and sports nutrition drinks. As consumer awareness of the health benefits of animal protein increases, it continues to be a preferred source of high-quality protein in daily diets, especially in growing markets where demand for protein-rich foods is rising.
Animal Protein Market Regional Analysis
North America Dominates The Animal Protein Market
The North American region holds the largest share of the animal protein market, driven by high demand for protein-rich foods, especially in the United States. This region's dominance can be attributed to a combination of factors, including a large consumer base focused on health and fitness, where animal proteins like meat, dairy, and eggs are central to their diets. Additionally, North America has a well-established food industry with strong production and distribution channels for animal-based proteins, supporting both traditional consumption and the growing demand for protein supplements in the health and wellness sector.
Animal Protein Market Competitive Landscape
In 2024, JBS S.A., one of the world's largest meat processing companies, has continued to strengthen its position in the animal protein market through strategic acquisitions and sustainability efforts. Recently, JBS expanded its global footprint by acquiring Vivera, a leading plant-based protein brand in Europe, signalling its commitment to diversifying into alternative proteins. The company also strengthened its environmental initiatives, partnering with organisations to reduce deforestation in its supply chain and pledging to achieve carbon neutrality by 2040.
Animal Protein Market Scope Table
Animal Protein Market Scope |
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Market Size in 2024 |
USD 22.12 Bn. |
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Market Size in 2032 |
USD 31.94 Bn. |
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CAGR (2025-2032) |
4.7 % |
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Historic Data |
2019-2024 |
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Base Year |
2024 |
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Forecast Period |
2025-2032 |
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Segments Analysis |
By Type
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By Form
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By Application
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Regional Scope |
North America: United States, Canada, Mexico Europe: United Kingdom, France, Germany, Italy, Spain, Sweden, Russia, Rest of Europe Asia Pacific (APAC): China, Japan, South Korea, India, Australia, Malaysia, Thailand, Vietnam, Indonesia, Philippines, Rest of APAC Middle East & Africa (MEA): South Africa, GCC, Nigeria, Egypt, Turkey, Rest of MEA South America: Brazil, Argentina, Colombia, Chile, Peru, Rest of South America |
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Key Players Of Animal Protein Market
North America
- Tyson Foods Inc. (US)
- Cargill, Inc. (US)
- JBS (US)
- Hormel Foods Corporation (US)
- Perdue Farms (US)
- Pilgrim’s Pride Corporation (US)
- Maple Leaf Foods (Canada)
Europe
- Uniliver (UK)
- Lactalis Group (France)
- Südzucker AG (Germany)
- Nestlé S.A. (Switzerland)
- Danish Crown (Denmark)
- Arla Foods (Denmark)
Asia Pacific
- China National Chemical Corporation (China)
- Itoham Yonekyu Holdings (Japan)
- Nonghyup (NH) Food (South Korea)
- CP Group (Charoen Pokphand Group) (Thailand)
Middle East and Africa
- South African Meat Packers (SAMP) (South Africa)
- Bidfood Group (UAE)
- Almarai (Saudi Arabia)
- Dubai Investments (UAE)
South America
- BRF S.A. (Brazil)
- Minerva Foods (Brazil)
- Marfrig Global Foods S.A. (Brazil)
- Sadia (Brazil)
Frequently Asked Questions
The Global animal protein Market size was USD 22.12 Bn in 2024.
The segments covered in the animal protein market are by type, by form and by applications.
The important key players in the animal protein Market are Amedisys, Inc. (US), LHC Group, Inc. (US), Ascend Health (US), Brookdale Senior Living (US), Kindred Healthcare (US), etc.
The animal protein Market is studied from 2025 to 2032.
1. Animal Protein Market Introduction
1.1. Study Assumption and Market Definition
1.2. Scope of the Study
1.3. Executive Summary
2. Global Animal Protein Market: Competitive Landscape
2.1. SMR Competition Matrix
2.2. Key Players Benchmarking
2.2.1. Company Name
2.2.2. Service Segment
2.2.3. End-User Segment
2.2.4. Revenue (2024)
2.2.5. Geographical Presence
2.3. Market Structure
2.3.1. Market Leaders
2.3.2. Market Followers
2.3.3. Emerging Players
2.4. Mergers and Acquisitions Details
3. Animal Protein Market: Dynamics
3.1. Animal Protein Market Trends
3.2. Animal Protein Market Dynamics
3.2.1. Drivers
3.2.2. Restraints
3.2.3. Opportunities
3.2.4. Challenges
3.3. PORTER’s Five Forces Analysis
3.4. PESTLE Analysis
3.5. Regulatory Landscape by Region
3.6. Key Opinion Leader Analysis for the Global Industry
3.7. Analysis of Government Schemes and Initiatives for Industry
4. Animal Protein Market: Global Market Size and Forecast by Segmentation (by Value in USD Billion) (2025-2032)
4.1.1. Animal Protein Market Size and Forecast, By Type (2025-2032)
4.1.2. Dairy Protein
4.1.3. Egg Protein
4.1.4. Gelatine Protein
4.1.5. Others
4.2. Others Animal Protein Market Size and Forecast, By Form (2025-2032)
4.2.1. Solid
4.2.2. Liquid
4.3. Animal Protein Market Size and Forecast, By Application (2025-2032)
4.3.1. Food & Beverages
4.3.2. Nutritional Supplements
4.3.3. Animal Feed
4.3.4. Pet food
4.3.5. Pharmaceuticals
4.3.6. Others
4.4. Animal Protein Market Size and Forecast, By Region (2025-2032)
4.4.1. North America
4.4.2. Europe
4.4.3. Asia Pacific
4.4.4. Middle East and Africa
4.4.5. South America
5. North America Animal Protein Market Size and Forecast by Segmentation (by Value in USD Billion) (2025-2032)
5.1. North America Animal Protein Market Size and Forecast, By Type (2025-2032)
5.1.1. Dairy Protein
5.1.2. Egg Protein
5.1.3. Gelatine Protein
5.1.4. Others
5.2. North America Animal Protein Market Size and Forecast, By Form (2025-2032)
5.2.1. Solid
5.2.2. Liquid
5.3. North America Animal Protein Market Size and Forecast, By Application (2025-2032)
5.3.1. Food & Beverages
5.3.2. Nutritional Supplements
5.3.3. Animal Feed
5.3.4. Pet food
5.3.5. Pharmaceuticals
5.3.6. Others
5.4. North America Animal Protein Market Size and Forecast, by Country (2025-2032)
5.4.1. United States
5.4.1.1. United States Animal Protein Market Size and Forecast, By Type (2025-2032)
5.4.1.1.1. Dairy Protein
5.4.1.1.2. Egg Protein
5.4.1.1.3. Gelatine Protein
5.4.1.1.4. Others
5.4.1.2. United States Animal Protein Market Size and Forecast, By Form (2025-2032)
5.4.1.2.1. Solid
5.4.1.2.2. Liquid
5.4.1.3. United States Animal Protein Market Size and Forecast, By Application (2025-2032)
5.4.1.3.1. Food & Beverages
5.4.1.3.2. Nutritional Supplements
5.4.1.3.3. Animal Feed
5.4.1.3.4. Pet food
5.4.1.3.5. Pharmaceuticals
5.4.1.3.6. Others
5.4.2. Canada
5.4.2.1. Canada Animal Protein Market Size and Forecast, By Type (2025-2032)
5.4.2.1.1. Dairy Protein
5.4.2.1.2. Egg Protein
5.4.2.1.3. Gelatine Protein
5.4.2.1.4. Others
5.4.2.2. Canada Animal Protein Market Size and Forecast, By Form (2025-2032)
5.4.2.2.1. Solid
5.4.2.2.2. Liquid
5.4.2.3. Canada Animal Protein Market Size and Forecast, By Application (2025-2032)
5.4.2.3.1. Food & Beverages
5.4.2.3.2. Nutritional Supplements
5.4.2.3.3. Animal Feed
5.4.2.3.4. Pet food
5.4.2.3.5. Pharmaceuticals
5.4.2.3.6. Others
5.4.3. Mexico
5.4.3.1. Mexico Animal Protein Market Size and Forecast, By Type (2025-2032)
5.4.3.1.1. Dairy Protein
5.4.3.1.2. Egg Protein
5.4.3.1.3. Gelatine Protein
5.4.3.1.4. Others
5.4.3.2. Mexico Animal Protein Market Size and Forecast, By Form (2025-2032)
5.4.3.2.1. Solid
5.4.3.2.2. Liquid
5.4.3.3. Mexico Animal Protein Market Size and Forecast, By Application (2025-2032)
5.4.3.3.1. Food & Beverages
5.4.3.3.2. Nutritional Supplements
5.4.3.3.3. Animal Feed
5.4.3.3.4. Pet food
5.4.3.3.5. Pharmaceuticals
5.4.3.3.6. Others
6. Europe Animal Protein Market Size and Forecast by Segmentation (by Value in USD Billion) (2025-2032)
6.1. Europe Animal Protein Market Size and Forecast, By Type (2025-2032)
6.2. Europe Animal Protein Market Size and Forecast, By Form (2025-2032)
6.3. Europe Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4. Europe Animal Protein Market Size and Forecast, by Country (2025-2032)
6.4.1. United Kingdom
6.4.1.1. United Kingdom Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.1.2. United Kingdom Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.1.3. United Kingdom Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.2. France
6.4.2.1. France Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.2.2. France Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.2.3. France Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.3. Germany
6.4.3.1. Germany Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.3.2. Germany Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.3.3. Germany Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.4. Italy
6.4.4.1. Italy Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.4.2. Italy Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.4.3. Italy Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.5. Spain
6.4.5.1. Spain Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.5.2. Spain Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.5.3. Spain Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.6. Sweden
6.4.6.1. Sweden Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.6.2. Sweden Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.6.3. Sweden Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.7. Russia
6.4.7.1. Russia Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.7.2. Russia Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.7.3. Russia Animal Protein Market Size and Forecast, By Application (2025-2032)
6.4.8. Rest of Europe
6.4.8.1. Rest of Europe Animal Protein Market Size and Forecast, By Type (2025-2032)
6.4.8.2. Rest of Europe Animal Protein Market Size and Forecast, By Form (2025-2032)
6.4.8.3. Rest of Europe Animal Protein Market Size and Forecast, By Application (2025-2032)
7. Asia Pacific Animal Protein Market Size and Forecast by Segmentation (by Value in USD Billion) (2025-2032)
7.1. Asia Pacific Animal Protein Market Size and Forecast, By Type (2025-2032)
7.2. Asia Pacific Animal Protein Market Size and Forecast, By Form (2025-2032)
7.3. Asia Pacific Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4. Asia Pacific Animal Protein Market Size and Forecast, by Country (2025-2032)
7.4.1. China
7.4.1.1. China Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.1.2. China Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.1.3. China Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.2. S Korea
7.4.2.1. S Korea Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.2.2. S Korea Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.2.3. S Korea Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.3. Japan
7.4.3.1. Japan Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.3.2. Japan Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.3.3. Japan Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.4. India
7.4.4.1. India Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.4.2. India Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.4.3. India Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.5. Australia
7.4.5.1. Australia Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.5.2. Australia Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.5.3. Australia Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.6. Indonesia
7.4.6.1. Indonesia Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.6.2. Indonesia Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.6.3. Indonesia Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.7. Malaysia
7.4.7.1. Malaysia Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.7.2. Malaysia Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.7.3. Malaysia Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.8. Philippines
7.4.8.1. Philippines Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.8.2. Philippines Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.8.3. Philippines Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.9. Thailand
7.4.9.1. Thailand Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.9.2. Thailand Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.9.3. Thailand Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.10. Vietnam
7.4.10.1. Vietnam Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.10.2. Vietnam Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.10.3. Vietnam Animal Protein Market Size and Forecast, By Application (2025-2032)
7.4.11. Rest of Asia Pacific
7.4.11.1. Rest of Asia Pacific Animal Protein Market Size and Forecast, By Type (2025-2032)
7.4.11.2. Rest of Asia Pacific Animal Protein Market Size and Forecast, By Form (2025-2032)
7.4.11.3. Rest of Asia Pacific Animal Protein Market Size and Forecast, By Application (2025-2032)
8. Middle East and Africa Animal Protein Market Size and Forecast (by Value in USD Billion) (2025-2032
8.1. Middle East and Africa Animal Protein Market Size and Forecast, By Type (2025-2032)
8.2. Middle East and Africa Animal Protein Market Size and Forecast, By Form (2025-2032)
8.3. Middle East and Africa Animal Protein Market Size and Forecast, By Application (2025-2032)
8.4. Middle East and Africa Animal Protein Market Size and Forecast, by Country (2025-2032)
8.4.1. South Africa
8.4.1.1. South Africa Animal Protein Market Size and Forecast, By Type (2025-2032)
8.4.1.2. South Africa Animal Protein Market Size and Forecast, By Form (2025-2032)
8.4.1.3. South Africa Animal Protein Market Size and Forecast, By Application (2025-2032)
8.4.2. GCC
8.4.2.1. GCC Animal Protein Market Size and Forecast, By Type (2025-2032)
8.4.2.2. GCC Animal Protein Market Size and Forecast, By Form (2025-2032)
8.4.2.3. GCC Animal Protein Market Size and Forecast, By Application (2025-2032)
8.4.3. Egypt
8.4.3.1. Egypt Animal Protein Market Size and Forecast, By Type (2025-2032)
8.4.3.2. Egypt Animal Protein Market Size and Forecast, By Form (2025-2032)
8.4.3.3. Egypt Animal Protein Market Size and Forecast, By Application (2025-2032)
8.4.4. Nigeria
8.4.4.1. Nigeria Animal Protein Market Size and Forecast, By Type (2025-2032)
8.4.4.2. Nigeria Animal Protein Market Size and Forecast, By Form (2025-2032)
8.4.4.3. Nigeria Animal Protein Market Size and Forecast, By Application (2025-2032)
8.4.5. Rest of ME&A
8.4.5.1. Rest of ME&A Animal Protein Market Size and Forecast, By Type (2025-2032)
8.4.5.2. Rest of ME&A Animal Protein Market Size and Forecast, By Form (2025-2032)
8.4.5.3. Rest of ME&A Animal Protein Market Size and Forecast, By Application (2025-2032)
9. South America Animal Protein Market Size and Forecast by Segmentation (by Value in USD Billion) (2025-2032
9.1. South America Animal Protein Market Size and Forecast, By Type (2025-2032)
9.2. South America Animal Protein Market Size and Forecast, By Form (2025-2032)
9.3. South America Animal Protein Market Size and Forecast, By Application (2025-2032)
9.4. South America Animal Protein Market Size and Forecast, by Country (2025-2032)
9.4.1. Brazil
9.4.1.1. Brazil Animal Protein Market Size and Forecast, By Type (2025-2032)
9.4.1.2. Brazil Animal Protein Market Size and Forecast, By Form (2025-2032)
9.4.1.3. Brazil Animal Protein Market Size and Forecast, By Application (2025-2032)
9.4.2. Argentina
9.4.2.1. Argentina Animal Protein Market Size and Forecast, By Type (2025-2032)
9.4.2.2. Argentina Animal Protein Market Size and Forecast, By Form (2025-2032)
9.4.2.3. Argentina Animal Protein Market Size and Forecast, By Application (2025-2032)
9.4.3. Colombia
9.4.3.1. Colombia Animal Protein Market Size and Forecast, By Type (2025-2032)
9.4.3.2. Colombia Animal Protein Market Size and Forecast, By Form (2025-2032)
9.4.3.3. Colombia Animal Protein Market Size and Forecast, By Application (2025-2032)
9.4.4. Chile
9.4.4.1. Chile Animal Protein Market Size and Forecast, By Type (2025-2032)
9.4.4.2. Chile Animal Protein Market Size and Forecast, By Form (2025-2032)
9.4.4.3. Chile Animal Protein Market Size and Forecast, By Application (2025-2032)
9.4.5. Rest Of South America
9.4.5.1. Rest Of South America Animal Protein Market Size and Forecast, By Type (2025-2032)
9.4.5.2. Rest Of South America Animal Protein Market Size and Forecast, By Form (2025-2032)
9.4.5.3. Rest Of South America Animal Protein Market Size and Forecast, By Application (2025-2032)
10. Company Profile: Key Players
10.1. PayPal Holdings, Inc.
10.1.1. Company Overview
10.1.2. Business Portfolio
10.1.3. Financial Overview
10.1.4. SWOT Analysis
10.1.5. Strategic Analysis
10.1.6. Recent Developments
10.2. Samsung Pay
10.3. VISA
11. Key Findings
12. Industry Recommendations
13. Animal Protein Market: Research Methodology