Consumers are more obsessed with protein than ever — but between the marketing noise and shifting trends, many are asking: what’s worth paying attention to? Protein remains a centerpiece in the wellness discussion; however, consumer interest is evolving. While the plant protein category surged a few years back, more recent sales data reveal a steep drop-off. In the meantime, animal protein interest is resurging, driven by whole food trends, perceived nutritional value and social media promoting carnivore-like diets.

For dietitians and other health and wellness professionals, these trends present both challenges and opportunities. The term “high protein” appears on everything from cereal to chips, and our work in parsing out the relevant information and providing clients, patients or shoppers with evidence-based guidance has become increasingly important. Knowing the underlying reasons for these trends — and having appropriate responses to client questions that inevitably follow — ensures that we remain credible voices in a saturated nutrition landscape.

Recent declines in plant-based proteins

It wasn’t so long ago that plant-based proteins were being touted as the future of nutrition, bringing with them promises of sustainability, innovation and a move away from animal agriculture. But the market in 2024 paints a very different picture. Recent data indicates U.S. sales of plant-based meat and seafood alternatives fell by 12% in 2023, alongside a 19% decline in unit sales. Even more revealing, penetration at the household level fell from 19% in 2022 to 15% in 2023, suggesting fewer consumers are making repeat purchases of these products.

Several factors are behind this retreat. Taste and texture continue to be significant issues; most consumers find that plant-based alternatives fail to replicate the sensory experience of traditional meat. Price is another significant barrier; these foods tend to carry a premium price point, therefore making them less accessible, especially to price-conscious consumers. Moreover, there’s increasing skepticism regarding the perceived health benefits of these foods, with some consumers perceiving them as overly processed or not clear in their sourcing of ingredients.

From a sales perspective, this shift provides dietitians with the opportunity to reorient the presentation and description of plant proteins. Instead of being based solely on meat substitutes, the conversation can shift back to whole food plant proteins — beans, lentils, tofu, nuts or seeds — that may be a more comfortable and healthier gateway for clients wanting balance without needing to feel like they have to become completely plant-based.

Focusing back on animal proteins

As the interest in plant protein products decline, animal proteins are experiencing a huge resurgence. In spite of the increasing trend toward plant-based messaging over the last several years, United States meat and dairy consumption remains robust — and, in most instances, continues to increase. Consumers are more and more looking to classic animal-derived sources such as chicken, eggs and Greek yogurt, with consumers pointing to factors such as enhanced taste, greater protein content and a reduced degree of unfamiliar ingredients.

This shift is also being powered by cultural and social forces. Diet approaches such as carnivore, paleo and “ancestral eating” are becoming mainstream on the internet, frequently promoting the philosophy that animal proteins are more “natural,” nutritious and satiating compared to their plant equivalents. Social media influencers on TikTok and other platforms are showcasing everything from beef liver supplements and butter coffee to tallow skincare, thereby entrenching the notion of animal products as fashionable and functional.

Nutritionally, animal proteins are still a significant source of complete amino acids, readily available nutrients such as vitamin B12 and iron and high satiety levels: factors that play a key role in meal planning and health outcomes. Yet, concerns regarding sustainability, sourcing and ethics accompany this re-emphasis on such proteins. It is, therefore, an important time for dietitians to present a balanced perspective: acknowledging the nutritional value of animal proteins while promoting conscious, moderate and sustainable use where applicable.

For those dietitians working in retail or communications, the takeaway is clear: Consumers are not just looking for protein, they are looking for trust as well. Highlighting minimally processed, high-quality animal protein sources, offering portion guidance and being responsive to concerns about animal welfare or environmental effects can all be part of keeping the discussion both evidence-informed and client-centered.

Addressing client questions on protein choices

With protein plastered on everything from cereal boxes to beauty products, it’s no surprise that clients are coming to dietitians with a wave of protein-related questions. As the volume of information (and misinformation) grows, so does the need for credible, personalized guidance. Here’s how to thoughtfully steer some of the most common protein questions you may receive today.

“How much protein do I really need?”

Rather than jumping directly into numerical information, this is a great chance to explore the underlying motivation behind the question. Are they trying to lose weight? Build muscle? Better manage hunger? If one knows the underlying reason, then it is possible to tailor the response to make it more relevant.

Begin with the existing confusion; there is much conflicting messaging on this subject. Then, you can provide a range instead of a precise figure. The minimum most adults need is about 0.8 grams per kilogram of body weight, but many will do better with a little more, particularly if they are physically active or over 50 years old. Framing the information in terms of meals (e.g., trying for 20-30 grams per meal) can also make it more practical.

“Is plant protein equal in quality to animal protein?”

This inquiry is usually due to contradictory headlines or a general pressure to consume plant-based. It is useful to know the nuances involved. There are distinctions, but it does not imply that one option is categorically better.

Here’s a good opportunity to define the complete and incomplete proteins before leading towards a generalization. Tell them animal proteins are complete by nature; however, variety is the key when it comes to plant proteins, which can help to offer ideas without overwhelming them.

“Should you take protein powders or high-protein snacks?”

This is where context is everything. Are they struggling to get enough protein at mealtime? Or are they simply caught up in the hype with “protein-dense” this and that? This is a great chance to review their eating pattern and troubleshoot.

Ask them what they are looking for in those products: Are they looking for convenience, satiety or muscle recovery? Then, match your response to their needs. I would say, “Protein powders can be useful for those who are constantly on the move or have increased nutritional needs; however, you have to look at the big picture. First, let us structure your meals properly and determine if a shake adds value or is just an unnecessary supplement.”

“Is more protein always better?”

This provides an ideal opportunity for a little friendly myth-busting. Numerous clients believe they must take in huge amounts of protein to attain “health,” frequently at the expense of carbohydrates, fiber or various foods. How to do it: Use this to recreate quantity vs. quality. I might say, “Protein definitely matters, but more is not always better — especially if it’s processed or displacing other nutrients. Your body can only do so much at one time, so dividing it up over a day is typically more helpful than just upping the total.” If needed, mention digestion, energy balance or performance goals to help them understand the big picture. At the heart of all of these conversations is curiosity, both yours and the client’s. Ask questions.

Describe science in everyday language. And remember that these conversations aren’t about correcting misinformation, they’re about creating confidence and helping clients connect nutrition to their real lives. When clients feel heard, they’re more open to change, and more likely to follow your recommendations in the long run.

Navigating the “high protein” craze in retail and practice

With protein claims now stamped on everything from cereal to bottled water, dietitians are uniquely positioned to bring clarity to an increasingly crowded and confusing marketplace. Whether you’re working in a grocery store, a health tech startup or in private practice, clients and consumers seek help making sense of what’s genuinely beneficial versus what’s just trendy.

In retail settings, education is everything. Many products labeled “high protein” contain only modest amounts of protein — or come with added sugars, fillers or ultra-processed ingredients. Use shelf tags, signage or social media posts to break down what qualifies as a meaningful source of protein (generally 10 grams or more per serving) and explain the difference between complete proteins and those that need to be paired with other foods.

In client sessions, focus on food-first strategies and protein distribution across the day. Help clients build meals around quality protein sources (eggs and tofu, chicken and chickpeas or yogurt and nuts) while also discussing when and why supplements may be helpful. Protein powders, bars and fortified foods have their place, but they work best when used to fill gaps, not drive the diet.

In communication and content creation, be the myth-buster your audience needs. Debunk ideas like “more protein is always better,” or that plant-based automatically means healthier. Use clear visuals or infographics to explain concepts like amino acid completeness, RDA vs. optimal intake or how to build a high-protein meal without relying on supplements.

Ultimately, our goal isn’t to push more protein, it’s to help people make informed, balanced decisions that support their health goals without adding confusion or pressure.

Conclusion

Protein is at the center of wellness trends at the moment, and as dietitians, we’re right in the middle of the conversation. From the cooling interest in plant-based alternatives to the resurgence of animal proteins and the overwhelming “high protein” messaging in the market, it’s more important than ever to be a trusted, evidence-based guide.

By leaning into client questions, providing practical context and staying current on shifting trends, we can help people move past the hype and build truly nourishing habits. Because at the end of the day, it’s not just about grams — it’s about balance, sustainability and confidence in the choices we help them make.