Protein Continues To Be One of the Fastest-Growing Trends Shaping Consumer Behavior

Protein is no longer known as just a nutrient for athletes or fitness enthusiasts. It has become one of the most influential macronutrients driving consumer behavior in restaurants, packaged goods, and overall dietary choices. What began as a niche interest more than a decade ago has grown into a cultural shift that is reshaping how Americans eat, and today’s landscape offers both validation and opportunity.

When brands like ours first opened, protein shakes and quinoa bowls were unfamiliar concepts to many fast casual diners. But as consumer priorities evolved, so did the market. Today, protein has become mainstream, accessible, and central to how millions of people think about nutrition.

A Surge Years in the Making

Consumer demand for protein has expanded dramatically. The rise of strength training culture, increased awareness around muscle maintenance with age, and even the influence of medications like GLP-1s—where doctors explicitly recommend higher protein intake—have all pushed protein into everyday conversations.

Younger generations are particularly driving this surge. According to research from Bain & Company, 60 percent of Gen Z consumers are actively increasing their protein intake, a higher share than any older generation. These younger diners are more intentional about what they put in their bodies, and they gravitate toward foods that offer both functional benefits and convenience. As a result, protein-rich meals, shakes, snacks, and beverages are on the rise across the entire industry, and Gen Z is heading the charge. 

But the interest is not exclusive to younger generations. The 2025 IFIC Food & Health Survey found that protein consumption is trending across all age groups, particularly as more adults embrace strength-focused exercise routines later in life. Consumers are increasingly viewing protein as essential for longevity, daily energy, and overall wellness. And they want it in forms that seamlessly fit their lifestyles.

Protein Demand Across All Diets

One of the most notable shifts identified by Dairy Reporter is the expansion of protein demand across a wide range of dietary preferences. Interest is growing in every category: plant-based protein, whey protein, traditional animal proteins, and even hybrid options. Customers are gearing toward protein shakes, but bowls and salads are seeing strong growth too.

Traditional protein sources, like chicken, steak, and salmon continue to perform well, but there is increasing demand for organic roasted tofu and other plant-based alternatives. Every customer uses protein differently, so menus everywhere, including ours, are being intentionally designed to offer variety. 

Taste and Convenience Are Valuable

While consumers want functional nutrition, they do not want to sacrifice taste. This must be kept front and center. Deliciousness is the priority. Restaurant companies need to make sure bowls, salads, and shakes are craveable and provide enticing flavor profiles. 

Convenience is another essential piece. Cargill’s 2025 Protein Profile highlights that as consumers increasingly incorporate protein into their daily routines, from post-workout shakes to grab-and-go meals, brands offering quick, customizable and nutrient-dense options continue to gain momentum.

Where Protein Is Heading Next

Looking ahead, the next three to five years are likely to bring an even greater emphasis on protein. As consumers adopt more strength-training routines, focus on aging well, and incorporate GLP-1 medications into their health journeys, protein will play an increasingly pivotal role — and the trend shows no signs of slowing down. At the same time, fiber is rising alongside protein, entering the space as a complementary component that helps balance these new protein-forward options and makes them more digestible.

What may change however is how protein is delivered. Expect to see more functional pairings, such as protein combined with adaptogens, probiotics, or recovery-focused ingredients. Look for continued growth in plant-based innovations and creative applications that make protein more accessible to people with different preferences or dietary needs. Over time, these products and meal options will evolve, but the purpose of them will stay the same.

The Bottom Line

Protein is not a fad. It is a foundational shift in how consumers think about food, health, and performance. For brands just now entering the space, the lesson is clear: focus on flavor, transparency, and innovation. And for companies like ours, which embraced protein long before it became mainstream, the moment offers a powerful opportunity to lead the next chapter of this fast-growing movement.