Protein power: The trend winning over consumers

Key points

• Protein is a growing purchase driver, with shoppers seeking high-protein products to support a range of health goals 
• Some consumers will pay more for high-quality protein sources, although the premium could become harder to sustain as household budgets tighten 
• Consumers want convenient high-protein products that fit busy lifestyles, but some are also looking for less processed sources as they reduce their intake of ultra-processed foods 

Demand for protein

For many consumers, eating and drinking are part of self-care. Nearly two-thirds buy functional foods containing ingredients such as protein, whole grains and probiotics each week.¹ Protein, in particular, has become increasingly sought-after. Euromonitor research showed that consumers focus on protein for many reasons. At least a third of protein-seeking consumers cited goals ranging from muscle, skin or immune health to satiety, weight loss and healthy ageing. Consumers are also checking food labels more closely: an estimated 57% of UK shoppers say they are following a diet that is higher in protein to some extent.³

Protein-based foods, including those with added protein, grew by 9.6% in the second half of 2025, well ahead of the total grocery category.³

Increased GLP-1 medication use, ageing populations and the growth of resistance training are cited as long-term drivers of protein demand, suggesting this is more than a short-lived social media trend.³

Protein can command a premium, with high-protein products consistently priced above standard alternatives.² Cow’s yogurts carrying a protein claim cost £3.74 on average, compared with £3.55 for those without.⁴

This creates two opportunities: convenient high-protein products for busy lifestyles, and less processed protein sources for consumers seeking to reduce their intake of ultra-processed foods (UPFs).

Who is buying high-protein products?

Cows’ dairy products with a protein claim are mostly sold to older couples, post family and maturing families, showing that it appeals to consumers in different stages of life and not one particular group.

Why are consumers choosing meat and dairy?

Dairy is well placed to benefit from the protein trend because it is already perceived as healthy, nutrient dense and convenient.

Cottage cheese gained traction on social media thanks to its naturally high protein content and the availability of lower-fat options. Volume sales rose by 43.0% year-on-year in the 12 weeks ending 8 August 2026. Growth was seen across all demographic groups, showing the product’s broad appeal. Recipe innovation and new product launches have helped maintain consumer interest. 

Cow’s yogurt with a protein claim is another popular choice for consumers, with an 8.0% volume increase seen.⁴ Brands have innovated beyond traditional tubs of plain Greek yogurt to various flavours and options for higher-protein choices on the move, such as protein yogurt pouches. These formats appeal to consumers seeking an easy, on-the-go protein option.  Protein yoghurt volume growth is driven by older couples and post family groups.

Snacking cheese is an emerging area of growth within the dairy category, as it innovates beyond children’s lunch boxes. Many brands have launched higher-protein options to meet the needs for healthy snacking. Snacking cheese saw a 3.5% increase in volume, older singles and older couples mainly contribute to this growth, showing that these snacks are starting to appeal to groups outside the family target market.

As much of the growth was driven by well-established brands within kids snacks rather than new entrants to the market, there could be opportunities for cheese producers to create brands which would appeal to these specific groups with tailored benefits and formats.

High-protein milk drinks combine the naturally high protein levels of dairy products with added milk proteins to increase the protein content further in a convenient format.

Mintel⁵ found that 64% of adults surveyed agree that a high protein milk that provides a significant proportion of their recommended daily protein intake per serving would be appealing, highlighting a potential growth opportunity within the category

Red meat is appealing to consumers seeking nutrient-dense, natural sources of protein, with the AHDB/Blue Marble trust research⁶ showing that 71% of consumers preferring to get their protein from whole foods or natural sources.

Meat snacks such as beef jerky already target consumers seeking protein on the go. New flavours and formats, supported by clear protein messaging, could broaden the category’s appeal. 

Protein-focused ready meals meet demand for quick dinners with a clear nutritional benefit. There is an opportunity to highlight existing products and develop red meat recipes that make its high-quality protein credentials easy to understand. 

Retailers are responding by making protein claims more prominent on meat packaging, helping shoppers identify suitable options quickly.

Recommendations

• Innovation in protein-enriched products and recipe innovation continues to resonate strongly with consumers, helping to revitalise categories that were previously viewed as niche or outdated
• Cottage cheese is a clear example, with new flavours, convenient snack formats and social-media-driven recipe inspiration broadening its appeal beyond traditional consumers
• Product innovation, modern branding and clear communication of nutritional benefits can successfully drive growth and attract new consumer groups. Similar opportunities may exist for other dairy and red meat products, particularly where producers can introduce convenient formats
• Lean red meat is naturally protein rich and nutrient dense, making it well positioned to benefit from the ongoing consumer focus on protein
• Many consumers may not be fully aware of the amount of protein provided by different cuts or their wider nutritional benefits, displaying protein content more prominently on pack could help shoppers compare red meat with other protein-containing products and reinforce its role in a healthy diet
• Complementing protein claims with messaging around key nutrients such as iron, vitamin B12 and zinc could further strengthen its appeal among health-conscious consumers, there may also be opportunities to communicate these benefits through recipe inspiration, meal planning ideas and fitness-focused marketing, helping consumers understand how lean red meat can support health, satiety and active lifestyles
• Meat snacks are already a well-established category, but there may be opportunities to further capitalise on the consumer demand for protein, reinforcing the protein content of existing products through on-pack messaging could help consumers easily identify meat snacks as a convenient, high-protein option. There may also be scope to develop higher-protein variants which could further drive category growth

Sources

1 IGD, Global health trends 2026, January 2026

3 Grocer, Protein mania: Are shoppers getting too much of a good thing, August 2026

2 Euromonitor, The age of proteinmaxxing and the future of protein demand, June 2026

4 NIQ 12 w/e 8 August 2026

5 Mintel, Dairy and Dairy Alternative Drinks, Milk and Cream – UK – 2025, Sept 2025.

6 AHDB/Blue Marble trust research August 2025

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