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Nicola Macdonald, PR Director for IFE Manufacturing, discusses the explosion of interest in protein from consumers. 

Protein is having a moment. While bodybuilders and ‘gym bros’ have long been chugging protein shakes and tucking into plain chicken and broccoli, protein has often been overlooked in broader conversations about wellness and nutrition. 

In recent months, protein has emerged as one of the most influential trends in health and wellness. Anecdotally, my colleagues are increasingly scanning ingredient lists for protein content, while my daily pilgrimage to Pret is characterised by prominent signage signalling the protein content of products on the shelves. 

Research by Cargill in early 2025 found that 61% of Americans reported increasing their protein intake, up from 48% in 2019. In the UK, Ocado reports that nearly half (43%) of adults have increased their protein intake over the past year, driving demand for products like chicken breast and lentils. Searches for high-protein foods have more than doubled (105%) since the previous year. 

What is driving this change?  

Protein’s rise is being propelled by several converging trends: wellness, clean-label awareness, increased gym attendance, the use of wellness-tracking technology, and a growing scrutiny of ultra-processed foods, which in my opinion has disproportionately affected vegan and vegetarian brands. 

We are seeing the ‘protein-isation’ of everyday foods, with pastas, cereals, ice creams, and snacks all promoting high-protein credentials. This trend is particularly strong among younger consumers: Morning Consult found that 66% of Gen Z follow a high-protein diet, well above the general population average. 

Social media is also playing a pivotal role, with influencers driving awareness and enthusiasm for high-protein foods and recipes. 

Wellness, weight loss, and functional eating 

Another key factor reshaping eating habits in the UK is the adoption of GLP-1 weight loss drugs. Kantar estimates that 4.1% of the UK population (around 2.8 million people) are using these medications. The grocery sector has already lost an estimated £136 million in food and drink spending, with GLP-1 users reducing their grocery spend by 2.2 percentage points more than non-users. 

Industry commentators such as Henry Dimbleby, along with research agencies like thefoodpeople and Good Sense Research, highlight that 67% of consumers now see food as more about management than pleasure, according to insights shared at Speciality & Fine Food Fair this month. 

The combined effect of rising protein intake and GLP-1 adoption is changing how consumers relate to food. Eating is increasingly functional: food is a tool for achieving health objectives rather than solely for enjoyment. 

This shift is prompting brands to rethink product offerings. Consumers now expect nutrient-dense, clean-label products, with smaller portion sizes, higher nutritional content, and transparent labelling becoming the norm. 

Implications for the food industry 

For food manufacturers and retailers, these shifts present both challenges and opportunities. The demand for higher protein content and functional foods is clear, but meeting these expectations requires innovation and agility. 

Brands that can adapt to these changing consumer preferences by offering products that are not only high in protein but also aligned with the functional eating trend will be well-positioned for success. This includes investing in research and development to create products that meet the nutritional needs of today's health-conscious consumers. 

As the trend towards functional eating continues to grow, the role of protein in the diet will likely expand further. Brands that recognise and respond to these changes will not only meet consumer demand but also shape the future of the food industry. 

Protein is no longer just a gym-goer's nutrient; it's a cornerstone of modern, functional eating. By understanding and embracing this shift, brands can connect with a broader audience and thrive in an evolving market. 

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