If you’ve walked a grocery aisle, opened a TikTok feed, or even checked Google search trends lately, you know one thing for certain: protein is having a moment.
In a recent Numerator survey of over 1,000 U.S. households, more than three-quarters of consumers (78%) said they are paying at least some attention to protein in their diets—a higher share than those tracking sugars, fats, carbohydrates, or even total calories. And contrary to stereotypes, it’s not just the gym-going Gen Z shopper fueling the surge. Attention to protein actually increases with age, peaking among Boomers, 83% of whom say meeting their daily protein goals is important, which extends internationally based on findings from Worldpanel by Numerator.
Yet the market still isn’t fully meeting consumer needs. Nearly one in four Americans believe they aren’t getting enough protein—a gap that’s especially pronounced among Millennials (29%) and women (27%). Keep reading to learn more about where protein is headed next and what you can expect going forward.
Beyond Chicken and Eggs: Alternative Sources of Protein
Whole foods still dominate protein consumption. Poultry (80%) was the most consumed protein source, followed by eggs (75%), dairy (71%), red meat (63%) and fish/seafood (52%). However, consumers are increasingly branching out to try other options. Two growth engines stand out:
- Protein-based products such as shakes, powders (plant-based and animal-derived), and supplement bars.
- Protein-fortified foods like salty snacks, desserts, coffee creamers, water, and even pasta.
While about 20% of consumers say they don’t currently consume protein-fortified products, many indicate they’re open to trying them. Salty snacks and desserts top the list of categories with the widest “interest vs. usage” gap.
And brands that have tapped into that difference are already translating into sales. Over the past four years, protein-fortified salty snacks and desserts have posted strong household and trip growth, far outpacing their more mature, non-fortified counterparts. Consumers increasingly view fortified versions of their favorite foods as “healthier”—particularly those striving to hit daily protein goals.
What this means for brands and retailers is that health concerns continue to be a central driver in predicting how categories will grow and develop going forward. By tracking how consumers view their health and what they are doing to be proactive around it through surveys among verified buyers, business leaders can stay ahead of the curve.
The GLP-1 Effect on Protein Consumption
Another force accelerating protein demand: GLP-1 medications. As adoption of drugs like Ozempic and Wegovy expands, protein nutrition becomes critical for users to maintain muscle mass and satiety through amino acids. This is because GLP-1 medications suppress appetite, which often leads to lower calorie intake and a risk of losing muscle along with fat. Prioritizing protein helps GLP-1 users preserve lean body mass, stay fuller longer, and maintain metabolic health.
Numerator data shows GLP-1 households outspend non-users by 25% on protein shakes, with elevated spend across other protein categories as well, such as protein water (9%), meat (9%), beans or grains (9%), protein-fortified salty snacks (8%) and cheese (2%).
This is a structural shift in demand, not a passing wave. As medication use grows, protein will only become more central to consumer diets. For leaders looking to understand more about the GLP-1 landscape, Numerator has developed a GLP-1 Trends Hub to help analyze these behaviors further.
The Barriers and the White Space for High-Protein Diets
Despite surging interest and macroforces, not everyone is sold on buying into the protein trend. More than one-third of consumers avoid protein-based products like powders and bars. Their most common reason? A preference for whole-food sources. In fact, 44% of non-buyers say they prefer to mostly meet their protein needs through whole foods.
That is followed by being considered too expensive (36%), a general avoidance for artificial ingredients (28%) and disliking the product they have tried in the past (25%). But unlike powders, fortified snacks and beverages face fewer headwinds around price perceptions and being artificial for the health-conscious consumer. In Portugal, Worldpanel by Numerator found that within breakfast cereals, high-protein cereals managed to attract new buyers to the category while children’s cereal was losing purchase frequency.
In fact, one in four rejectors of fortified snacks and beverages simply haven’t considered these products at all, which is an untapped opportunity for brands to raise awareness through education and marketing.
And when asked to imagine their “perfect protein product,” consumers didn’t just name the usual suspects like meat and eggs, they provided insights on functional foods. Responses also ranged from protein gummies to fortified chips and crackers, and even the dream of a “pizza on a taco.” Innovating in this space of fortified foods continues to be the correct strategy in driving growth, whether through internal research & development or M&A activity.
When Protein Shows Up
Occasion matters too. Breakfast reigns supreme as the most common time for both protein-based and protein-fortified consumption. But growth opportunities exist beyond the morning plate. Dinner occasions lean slightly toward fortified foods, while snacks and workout-related moments offer whitespace for innovation.
For brands, the lesson is clear: the next protein win doesn’t need to be another breakfast shake. A smartly positioned nutritional snack, indulgence, or mealtime product could capture consumers’ growing protein appetites.
The Bottom Line for Current Protein Trends
Protein is no longer a niche nutrient. Consumers are reading labels, Googling benefits, and reimagining indulgences through a protein-first lens. Whole foods will remain the cornerstone, but the evolution of fortified and protein-based products is only just beginning.
For brands and retailers, the opportunity is twofold: meet consumers where they are today—hungry for education and healthier-seeming choices—and help shape where they go tomorrow, by innovating products that make protein easy, enjoyable, and everywhere. Below are two ways for leaders to win:
- Educate & Inform the Consumer
- Leverage packaging and marketing to spotlight protein content and benefits.
- Partner with retailers on in-store features and sampling to build awareness and trust.
- Innovate for the Protein Evolution
- Explore category white space: snacks, indulgent items, and meal occasions beyond breakfast.
- Use Verified Voices of purchasers and non-purchasers of protein alternatives to survey and identify unmet needs, particularly among Millennials and women who report the biggest protein gaps.
Want deeper insights into the protein trend? Numerator partners with 80 of the top 100 U.S. CPG manufacturers to deliver data-driven answers. With access to 2,500+ consumer attributes through our Numerator Insights and Verified Voices platforms, we help brands uncover opportunities, target with precision, and stay ahead of shifting consumer behavior. Connect with your Numerator account partner—or contact us today—to explore how we can power your next protein strategy.
