Blame TikTok, GLP-1s, or just a smarter shopper, but protein has officially entered the chat. Everyone from busy parents to wellness enthusiasts is looking for high-protein options that fit their lifestyle. For CPG marketers, this is the green light to flex. Innovation is booming across animal, plant, and alternative proteins, and brands that can deliver functional benefits with craveable flavor and standout shelf appeal are winning.  

So, how can brands tap into the protein craze? Let’s look at the emerging consumer trends and the smart moves that are driving real results.

10 Facts About the High Protein Trends

1. The US high-protein market is projected to grow by $50.2 billion between 2023-2028.
2. Over 70% of Americans now associate protein with health, fitness, and aging support.
3. 8-in-10 Americans prioritize protein during at least one eating occasion per day and 1-in-3 say they have increased protein consumption in the past year.
4. There’s still some confusion among consumers about how much protein they should be consuming.
   • More than half of Americans (57%) who report knowing their personal daily protein needs believe that the amount of protein they should consume each day is 50 grams or less.
   • One in 4 (24%) believe they should consume 51 – 100 grams of protein daily, while 1 in 10 (11%) believe they should consume 101 – 200 grams.
   • 8% say they should consume more than 200 grams.
5. Social media is a core driver. Over 52% of consumers are trying new high-protein foods because of platforms like TikTok and Instagram, which amplify trends such as carnivore diets, high-protein snacks, and eating protein with every meal. In fact, social media mentions of protein have increased by over 10% annually, boosting demand.
6. The rise of GLP-1 medications (for diabetes and weight loss) is prompting consumers to seek higher-protein, lower-calorie foods to support muscle mass while also managing appetite and blood sugar.
7. Shoppers desire flexibility from affordable to premium high-protein products, including plant-based options.
8. Millennials and GenZ lead the demand for on-the-go high protein snacks, favoring options like bars, shakes, portable cheeses.
9. Quality is the top driver for animal-based protein purchases (64%), followed closely by price. Food safety concerns, such as recalls and production issues, also influence consumer trust and purchasing decisions.
10. What’s next? As consumers continue to look for high protein foods and beverages that work with their lifestyle, we’re seeing interest in proteins blended with creatine, choline, and healthy fats, indicating that protein’s role in the food and beverage industry will continue to evolve and expand.
    
    

Strategic Marketing Recommendations

• Position protein as essential for healthy, active lifestyles. Leverage consumer associations with muscle, energy, satiety, and weight management.
• Highlight protein sources and amplify quality (such as: grass-fed, free-range, plant-based) and reinforce transparency through storytelling about sourcing and production.
• Use functional claims (muscle recovery, sustained energy) on packaging and campaigns, especially for snacks and convenience products.
• Be intentional with your storytelling. Lean into the “why” behind your brand, your product, and your story.
• Target consumers on social and digital platforms with new products or formats, bold flavors, and recipe content.
• Develop a mix of value-driven, premium, and limited-time offers to drive engagement and deepen the relationship.
• Collaborate with influencers and promote user-generated content.
• Communicate certifications, ethical sourcing, and health research to build trust and transparency.
• Address the needs of consumers on GLP-1 medications by emphasizing high protein, portion-control (think mini and bite-sized portions), and lower-calories.
• Continue to monitor and respond to evolving trends to stay ahead of consumer expectations.

 Looking for more ways to build deeper, long-term relationships with consumers? Our team of forward-thinking strategists and creatives have their finger on the pulse of today’s ever-changing consumer trends. Reach out today to learn how we can build your brand’s marketplace muscle.

Sources: 

Cargill’s 2025 Protein Profile

International Food Information Council Food & Health Survey 2024

International Food Information Council Food Americans’ Perceptions of Protein 2025

Mintel US Motivations for Increasing Value-Added Protein Purchase 2025