The protein craze has taken hold of the food industry, transforming product innovation, marketing and shopper buying habits. To respond to increasing consumer demand, food makers and retailers have created a host of new high-protein offerings, ranging from protein-enhanced snacks and fortified drinks to plant-based options.

This enthusiasm is fueled by shifting dietary goals, with individuals increasingly associating protein with benefits such as muscle development, weight management and general health. Yet recent research suggests that Americans may already consume more protein than they require, although the trend shows no signs of slowing.

Retailers need to know what’s driving the trend. This article examines protein’s growing popularity, the advantages and disadvantages of high-protein diets, recent product developments and the best-selling protein categories influencing the retail environment.

The rise of protein as the favorite macronutrient

Protein’s rise to fame is no overnight sensation. Throughout history, fad diets have come and gone. Low-fat diets held court in the 1980s, 1990s and early 2000s, boasting the emergence of low-carb cults. Unlike these other fads, though, the protein boom has shown incredible staying power.

The origins of this trend can be traced back to the fitness and bodybuilding world, where protein has been promoted for decades as the key to building and repairing muscle. As sports nutrition went mainstream in the wellness world, protein emerged as a key macronutrient in overall health.

In recent years, diets like Atkins, Paleo and Keto have only further cemented protein’s reputation, instructing consumers to consume it first while cutting back on carbohydrates. The growing body of research into protein’s role in satiety and weight management has also helped push protein into popularity beyond the sports sector.

Currently, food companies have quadrupled their protein product offerings over the last 10 years, and we can expect an 8% increase every year.. In that decade, consumer attitudes toward protein have shifted considerably. Protein is no longer just a bodybuilding and athletic fuel but is now seen as a key component of an overall balanced diet for the mainstream.

This shift has been driven by several factors:

Health and wellness prioritization: Consumers increasingly view protein as a way to maintain energy, build lean muscle and manage hunger.
Aging population needs: Elderly people know about protein’s potential for preserving muscle mass and halting age-related deterioration, which stimulates demand.
Plant-based movement: Though animal protein is still the leader, the growth of plant-based diets has opened the market for alternative protein sources such as pea, soy and even insect-based proteins.
Mainstream marketing effects: Food manufacturers have capitalized on protein’s universal appeal, putting its content boldly on their labels, even in food categories not traditionally known for being high in protein, such as cereals and snacks. As a result, protein has moved beyond its position as just a macronutrient; it has emerged as a marketing powerhouse. Shoppers now actively look for high-protein declarations on packaging, supporting the perception that higher protein levels are inherently beneficial. Such broad acceptance has laid a strong groundwork for the continued success of high-protein foods across most retail categories.

The benefits and implications of high-protein diets

The overall popularity of high-protein diets stems largely from the sheer number of health benefits linked to increased protein consumption. Although protein is necessary for a range of body processes, it is mainly its role in that which intrigues consumers:

Muscle growth and repair: Protein supplies the necessary amino acids required for muscle repair and growth, thus constituting a crucial nutrient among athletes, bodybuilders and older adults who seek to preserve their lean body weight.
Satiety and weight control: Compared to carbohydrates and fat, protein has been shown to induce more satiety, which leaves consumers feeling fuller for longer. This can lower overall calorie intake and help in weight loss or maintenance.
Metabolic support: An increased protein diet has been linked to increased thermogenesis, meaning the body burns more calories digesting protein than it would with other macronutrients. As such, this has made high-protein diets popular among those wanting to boost their metabolism.
Blood sugar control: Studies suggest that protein can control blood sugar levels by slowing down the absorption of carbohydrates, making it ideal for patients with diabetes or prediabetes.

In spite of its value, excessive protein consumption has downsides, many of which are commonly overlooked in the current enthusiasm for high-protein diets. Current concerns suggest that Americans already get more protein than they need on average, yet demand for high-protein products continues to grow.

Some issues associated with overconsumption include:

Kidney strain: Healthy individuals are generally capable of managing surplus protein with high efficiency; however, for individuals with underlying kidney disease, the excess nitrogen load from protein metabolism can result in additional strain.
Nutrient imbalance: A preoccupation with high-protein foods occasionally results in decreased intake of other vital nutrients, most notably fiber from whole grains, vegetables and fruits, which tend to be overlooked in low-carbohydrate, high-protein diets.
Sustainability and environmental footprint: The growing demand for protein, especially of animal origin, has fueled concerns regarding environmental sustainability. The production of animal-based protein demands much more resources — land, water and feed — compared to producing plant-based protein sources. This imperative need has triggered innovation in alternative protein foods such as lab-grown and plant proteins.
Deceptive marketing: Not all high-protein foods are equal. Some processed foods that boast a “high-protein” label can be loaded with too much added sugar, artificial ingredients, or unhealthy fats, effectively canceling out the assumed health benefit.

Recent articles examine the amount Americans eat, noting that most Americans consume far more than the recommended daily allowance (RDA) of protein, which is 0.8 grams per kilogram of body weight for the average adult. Though heightened intake can be useful in certain circumstances — such as for athletes or individuals recovering from illness — the widespread emphasis on protein by the general population may be unwarranted.

However, despite this information, the high-protein trend shows no signs of slowing down. Public opinion remains firmly attached to the notion that high protein means better health, leading food producers to expand their lines of high-protein foods.

Current high-protein trends

The high-protein trend has evolved, extending beyond its historical foundation in meat and dairy to infiltrate almost every grocery store aisle. Consumers increasingly seek protein-rich options in unexpected categories, ranging from snacks and drinks to staple pantry fare. This growing demand has created a wave of innovation, encouraging brands to feature protein content as a key selling point across various product categories.

Increasing high-protein product categories

Retail shelves are increasingly filled with high-protein variants of common foods, leading to the belief that additional protein equates to enhanced nutrition. Some of the most significant trends are:

Animal proteins in the fresh market: Even with current issues arising around egg, poultry and beef due to bird flu, January 2025 showed a 7.9% increase in beef sales, according to 210 Analytics. There was also strong growth in eggs, lamb and seafood. Deli cheese and meats are also holding strong, showing a large preference for animal proteins among consumers.
Protein-enriched pantry staples: Products such as high-protein pasta, cereals and bread are becoming more popular among consumers who wish to boost their protein intake without significantly altering their eating habits. An industry analysis from Grand View Research states these protein-fortified ingredients had an estimated market size of USD 66.8 billion in 2023, and “is expected to grow at a CAGR of 6.2% from 2024 to 2030.”
Snacking with a protein punch: The snack industry has joined the protein movement wholeheartedly, offering a range of protein bars, chips, jerky and other dried, packaged meat and even cookies designed for consumers who want convenient, protein-dense snacks.
Functional beverages: The beverage industry has followed the trend, providing convenient protein boosts beyond the usual shake and smoothie, whether through protein-infused smoothies or cold-brew coffee.
Plant-based protein options: As plant-based dining still remains a good option for vegetarian and vegan consumers, alternate proteins like pea-, soy- and even algae-based proteins are becoming mainstream staples.

Hybrid protein innovations: Others strategically combine plant and animal proteins to create products that satisfy consumers who desire sustainability but can still enjoy a complete protein profile. A 2023 article from Nutritional Outlook reports a rise in hybrid products in categories like dairy, where milk and butter are being blended with vegetable or nut product. In meat categories, products that mix meat and vegetables, such as meat and veggie burger patties, or Tesco’s Meat & Veg pork hot pot sausages are on the rise. Lastly, children’s products, for example, Perdue Farms’ Yummy Dino Buddies Chicken & Veggie nuggets.

Marketing and labeling: The power of the “protein” label

With competition intensifying in the high-protein segment, brands use strategic labeling to target protein-conscious consumers. Phrases like “protein-packed,” “muscle fuel,” and “high-protein formula” are now standard on the packaging — even on products that have always contained sufficient protein without additional fortification.

Retailers must recognize the growing significance of protein claims in driving consumer purchasing behavior. Based on research, consumers are increasingly scrutinizing protein content on food labels, with many considering it more significant than calorie or fat content. This presents opportunities for brands to promote protein content in their marketing initiatives through innovative pack design or eye-catching in-store promotion. The high-protein trend has moved beyond sports nutrition; it has now flowered into a mass lifestyle phenomenon. As the trend continues, retailers must keep pace with developing interests, addressing consumer demands and capturing the growing market for protein-enriched products.

What education opportunities does this pose for retailers?

With the high-protein trend still going strong, a key question arises: Do retailers play a role in consumer health education and advocacy? In the case of protein intake, an opportunity does exist. Protein remains a trending ingredient and definitely holds an important place in a healthy diet, and retailers may find opportunities to education consumers on how to best incorporate and balance that nutrient.

In an increasingly competitive landscape, retailers have an opportunity to guide and support their shoppers, while those that don’t may fall short. By integrating education into offerings, retailers can build trust and loyalty while positioning themselves as leaders in the ever-growing community of health-conscious shoppers.

The following are examples of how retailers can exercise educational support for customers:

In-store and digital education: Provide clear, accessible resources about nutritional needs, plate balance, and how to incorporate ingredients like protein into a well-rounded diet. This could even include well-placed recipes, informational signage, and labelling with health information.
Retail dietitians: Leverage in-store dietitians to meet with customers, create content, host workshops, or lead programs to guide shoppers to making healthy choices.
Educational merchandising strategies: Organize products to promote balance nutrition. For example, pairing high-protein items with fiber-rich ingredients to encourage balance and variety.

By taking an active role in consumer education, retailers can foster meaningful engagement, enforce credibility, and build trust with their shoppers. As the demand for high –protein options continue, those who provide education alongside innovative ingredients can set themselves apart in our evolving marketplace.

Conclusion

The protein trend has firmly established itself in the food industry, shaping product innovation in fresh food, snacks, supplements and drinks. Although research indicates most Americans already get more protein than they need, demand for high-protein products remains on the rise, driven by notions of health benefits and astute marketing. For retailers and manufacturers, tapping into this trend involves a delicate balance between innovation and educating the consumer. By expanding high-protein offerings, marking packaging with protein content and improving plant-based alternatives, they can address shifting consumer attitudes. As protein continues to be a robust driver of purchase decisions, those that evolve with this long-term trend will be well-placed to succeed in a more competitive marketplace.