The Protein Boom: Why Consumer Demand, Social Media, and Health Trends are Driving Companies to Embrace High-Protein Products

CNBC

Summary:

The market for protein-packed foods is experiencing significant growth, with protein appearing in various products, from traditional cereals and bars to ice cream, coffee, and even chips. U.S. consumer desire to increase protein intake rose from 34% in 2024 to 44% in 2025. This surge is driven by factors like GLP-1 weight loss drugs, social media fitness influencers, and a general perception of protein as a healthy nutrient. New brands like Protein Pints are rapidly expanding, while established companies like General Mills and Barilla are reformulating products and highlighting protein content, with General Mills' protein cereal becoming a $100 million business. The U.S. protein market is projected to grow from $89.9 billion in 2019 to $126.3 billion by 2028, and protein snacks alone reached $24 billion in sales in 2024. Despite challenges in maintaining taste and texture, companies are confident the protein trend is here to stay, seeing it as a fundamental consumer need.

Introduction [0:00]

Protein-packed food and beverages are increasingly prevalent in everyday life, from grocery aisles to popular culture.

• Protein's ubiquity: It's seen in TV shows, promoted by fitness influencers, and endorsed by celebrities.
• Rising consumer demand: A 2025 Bain survey indicates that 44% of U.S. respondents want to increase their protein intake, a significant 10 percentage point rise from 34% in 2024.

  

• Corporate response: Major businesses and corporations are actively capitalizing on this growing obsession.

Jumping on the Trend [1:40]

The protein trend has created opportunities for both established companies to innovate and new players to emerge.

• New Market Entrants:
  • Protein Pints: Founded in 2023, this protein-packed ice cream brand quickly expanded from 14 stores to over 7,000 nationally, including major retailers like Target and Kroger.
    • Revenue growth: From under $100,000 in revenue last year to an projected $20 million this year.
    • Product appeal: Addresses a past challenge where protein-rich foods often lacked good taste.

      

      

• Legacy Brands Innovating:
  • General Mills: Over the past few years, General Mills has launched high-protein versions of iconic brands like Cheerios, Wheaties, and Annie's Mac and Cheese.
    • Patent activity: Between 2020 and 2024, General Mills published 78 protein-related patents, a 50% increase compared to the previous five years.

      

    • Revenue success: Protein cereal alone has become a $100 million business for the company.

      

      

  • Barilla: Introduced protein-rich pasta in 2005 and has seen unprecedented double-digit demand growth in the last three years due to mainstream adoption.

    

  • Kraft Heinz: Revamped packaging for products like Lunchables to highlight protein content.

    

  • Coffee Chains: Starbucks is testing high-protein cold foam, and Dutch Bros rolled out protein coffee a year ago.

    

• Beyond Groceries:
  • Gyms: The protein trend extends beyond food products to fitness establishments, with companies like Lifetime Fitness promoting their own supplement lines.

    

  • Dairy Industry: Whey, a byproduct of cheesemaking, is a key ingredient in protein powders and has become a significant revenue stream for the dairy industry.
    • Whey production increase: U.S. whey protein concentrate production grew from 27.3 million pounds in January 2004 to nearly 43 million pounds in January 2024.

      

Obsessed with Protein [4:15]

Several factors contribute to Americans' growing obsession with protein and its impact on the market.

• Increased Consumption Trends:
  • Cargill report: Found that 61% of consumers increased their protein intake in 2024, up from 48% in 2019.
  • Chicken consumption: U.S. per capita chicken consumption has significantly soared over the past decade.

    

• Market Valuation:
  • The U.S. protein market was valued at $89.9 billion in 2019 and is projected to reach $126.3 billion by 2028.

    

• Key Drivers of Protein Prioritization:
  • 1. GLP-1 weight loss drugs: These medications are influencing dietary choices and increasing focus on protein.

       

  • 2. Fitness influencers: Social media influencers actively promote high-protein diets and products.

       

       

  • 3. Government initiatives: Policies like "Make America Healthy Again" may encourage companies to develop healthier product portfolios.
  • 4. Protein's positive image: Unlike fats or carbohydrates that have been "villainized" in past diet trends, protein has consistently maintained a positive reputation.
• Product Performance:
  • Ready-to-drink protein shakes: Brands like Core Power (Coca-Cola), PepsiCo, and Celsius are competing for market share.

    

  • BellRing Brands (Premier Protein): Premier Protein shakes accounted for over 80% of BellRing Brand's net sales in fiscal 2024, with its stock price surging over 200% in a five-year period.

    

    

  • Protein snacks: Growing at three times the rate of the overall snacking industry, reaching $24 billion in sales in 2024.

    

  • AI-driven diet plans: Artificial intelligence, when used to generate meal plans, often suggests high-protein items, indicating the effectiveness of marketing these products.

Here to Stay? [7:25]

Industry experts and company executives believe the protein trend is a long-term shift rather than a fleeting fad.

• Challenges and Consumer Expectations:
  • Taste and texture: A key concern for consumers is whether added protein affects the taste and texture of familiar products. Companies must ensure new formulations meet existing taste benchmarks.

    

  • Cost: Price increases due to added protein content could also be a barrier for consumers.
  • Adequate intake: Many individuals may already be consuming sufficient protein from a balanced diet, as products like original Chobani Greek Yogurt are already considered high-protein by FDA standards (20% or more of daily recommended value).

    

    

• Industry Confidence in Longevity:
  • Continued investment: Companies are doubling down on their protein investments, indicating strong belief in the trend's staying power.
  • Sustained consumer demand: Surveys, like one by Chobani, continue to show high consumer interest in increasing protein intake (85% of Americans in 2025).

    

  • Fundamental appeal: Protein is viewed as a hallmark of health and a necessary nutrient that consumers will always need and desire, especially if it tastes good.