Have We Entered a Peak Protein Era?

Consumer interest is driving an explosion of brand investment and new brand creation in the protein-enhanced category of CPG foods. Cargill's 2025 Protein Profile reveals that 61% of consumers reported increasing their protein intake in 2024, up from 48% in 2019. And according to the IFIC Food and Health Survey, the most popular diet in 2024 was a high protein diet. Is this just a fad or will this be a lasting change to our food economy? Only time will tell, but let’s explore some of the trends in this space.

First off, some context… Unlike carbs and fat, protein has never really been demonized, and probably for good reason. Whereas one can generally fare quite well on diets that restrict either carbs or fats, restricting protein intake isn’t really an option. Doing so can come with many detrimental effects, first among them is muscle loss, particularly for older individuals for whom a higher daily amount of protein is recommended. Restricting fat or carbs can also come with negative effects, but is more feasible. If done right, low-fat and low-carb diets can both have health benefits.

In the wake of low-fat and low-carb diet trends, which research suggests are both effective for weight loss, it almost seems like protein has emerged supreme because it is essential to any dietary approach.

According to Kantar Retail IQ, CPG brands are increasingly focused on protein's central importance across a wide variety of product categories– even categories that traditionally lacked a material protein presence. The New York Times reports that it has become more common for companies to emphasize the protein content of their foods and consumers are turning toward more protein-centric options.

With this, we’ve seen the advent of “protein-enhanced” products that aren’t traditional sources of protein. There are protein ice creams (e.g., Protein Pints), protein cookies, like Quest’s Cookies and Lenny and Larry’s Complete Cookie, protein chips (e.g., Quevos), even protein candies (e.g., Protein Candy), not to mention many protein bar companies that are embracing a sort of healthy candy-bar image, like Built Protein Bars and Hershey’s ONE Brands. As Andrea Hernández of Snaxshot shared in a LinkedIn post, there are now even protein-enhanced condiments like sauces and seasonings for adding extra protein to a meal.

These trends are thanks in large part to popular science communicators like Rhonda Patrick PhD, Peter Attia MD, Andrew Huberman PhD, and others emphasizing the importance of protein intake. Recent research has shone a light on the importance of protein intake, indicating that the amounts of protein recommended by the USDA’s Dietary Guidelines for Americans may be below what is optimal for the health of many people, particularly people who are physically active and/or older. Yet, some researchers believe this trend of increased protein intake is unnecessary and potentially harmful, claiming that the amounts recommended by the Dietary Guidelines for Americans are sufficient. Whether you take the advice of the USDA or aim for an even higher protein intake due to your fitness goals and levels of activity, like all things nutrition, there isn’t a one-size-fits-all correct answer.¹

Diet Trends

With the demand for protein on the rise, consumer preferences regarding its source are also evolving. Cargill reports that animal proteins, including beef, chicken, and eggs, remain the preferred choices for many due to their taste, nutritional value, and versatility. According to their 2025 Protein Profile, over 75% of individuals typically include animal protein in their evening meals, and a significant 74% consider meat an important part of their diet. Despite this continued dominance, there’s also a growing demand for plant proteins as consumers become more conscious of the potential negative health impacts associated with high meat consumption. Nonetheless, according to the Good Food Institute, consumer interest in plant-based alternatives that directly mimic the taste and texture of meat and dairy has seen a slight decline in recent years amidst inflation and tightened consumer budgets. Meanwhile, the flexitarian dietary pattern, where individuals primarily follow plant-based diets but occasionally consume animal products, is an important trend driving plant-based protein demand, with 25% of US consumers identifying as flexitarian.

Amidst these trends in protein consumption, a small minority of society has chosen to go “carnivore,” meaning they’re choosing to eat almost exclusively animal products. This is perhaps the most protein-dominent diet of them all. Health influencers and podcasters like Dr. Paul Saladino, Joe Rogan, and Mihkaila Fuller have been prominent advocates for this diet. Adherents to the carnivore diet often profess that it profoundly benefitted their health, however, research offers a more nuanced picture. It is not yet clear if the carnivore diet is safe in the long-term and there are potential side effects like gut microbiome dysbiosis due to a lack of fiber in the diet. If you choose to go carnivore, it's best to consult with a doctor and closely monitor your health.

Protein drinks and powders

Protein powders and drinks are one of the oldest trends in protein consumption and continue to be a dominant source of supplemental protein. Whey protein, a byproduct of cheese, is an ancient source of protein supplementation dating back to some of the earliest records of cheese production. Whey protein, and other animal-based proteins in general, continue to dominate the protein supplement market: animal-based proteins represented 61.1% of protein supplement revenue in 2022. The other major category of protein derived from milk is casein, and it is a common component of many protein products. Importantly, casein and whey are both considered “complete proteins,” which means they contain all 9 of the essential amino-acids (the subcomponents of proteins) humans need to consume. Then there is collagen protein, another animal protein that is typically derived from beef bone-broth. Collagen has exploded in popularity in recent years, with brands like Vital Proteins leading this trend. Unlike whey and casein, however, it only contains 8 of the 9 essential amino acids (it does not contain tryptophan).

Ready-to-drink (RTD) protein shakes have been around for a while, with Core Power by FairLife now a leader in this market. But in recent years we’ve also seen the rise of RTD protein drinks that aren’t milk-based nor shake-like but are more like Gatorade infused with protein. Brands like Protein2o and Ready are taking this approach, but so too are leading incumbents in the sports nutrition space like Premier Protein. These offerings provide consumers with the experience of a more traditional flavorful hydration product while doubling as a source of protein. Only time will tell if this will be a trend that sticks or a fad of the current protein craze.

Protein bars

According to Grand View Research, the protein bar category continues to grow and evolve. There are dozens of companies competing in this space each with their own unique value proposition, yet a few similar approaches dominate the space. Many companies are focused on maximizing protein while remaining low in fat and carbs. The recently launched David bar leads this trend, touting the highest protein to calorie ratio on the market. Other brands are more focused on being low-fat or low-carbs. Still others take a more balanced approach and focus more on the flavors of their products. This is the case for Barebells, which has a variety of protein bar flavors, which aren’t particularly low in fat or carbs but are low in sugar. Another less common approach has been to focus on the level of processing and whole-food ingredients in protein bars to cater to demands for less-processed foods. RxBars, which are known for displaying their primary ingredients front-and-center on their packaging, leads this trend, with newer brands like Prima also taking this more whole-foods-focused approach.

With so many different brands in this space taking so many different approaches, it will be interesting to see how this market plays out. We could continue to see many different offerings from many different companies focused on different market niches, or potentially an eventual consolidation of companies and reduction of players in the protein bar space.

The Big Picture

With so many different consumer demands and evolving dietary preferences, the market for protein consumption is sure to remain interesting as it evolves. It is not yet clear if we are in a peak-protein era or if the consumer demand and prioritization for protein consumption is here to stay. What seems clear though is that it's a dynamic market and competitive space with many young companies focused on establishing their foothold while at the same time competing with many established players like Premier Protein, Hershey’s ONE Brand, Quest, and Kellogg's seek to remain dominant.

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¹ Notably, even if you’re following the advice of the USDA’s Dietary Guidelines for Americans, which recommends 46 grams/day for women and 56 grams/day for men, those targets are likely lower than the needs of most people, even based on the USDA’s own logic. Those amounts (46 grams/day for women and 56 grams/day for men) are based on a “recommended daily allowance” (RDA) of 0.8 grams of protein per kilogram of bodyweight (they don’t make this clear in the guidelines, you have to go to this paywalled source that they cite in the footnotes). Considering that the average adult man in the US is approximately 200 pounds, which is approximately 91 kilograms, that would mean that the “average man” should be consuming at least 72 grams of protein per day by their logic; much higher than the 56 grams they recommend. Similarly, the average weight of a woman in the US is 170.8 lbs (~77.5 kg), which would result in the recommendation of 62 grams of protein per day, much higher than the 46 grams that is recommended.

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