Bryony Perkins, Senior Insight Analyst at IGD, a leading provider of shopper insight, industry training, and market analysis in the food and drink sector, discusses protein's rapid rise in popularity and where the opportunities lie for food businesses.

Protein is no longer a niche concern for gym-goers, sportspeople, and bodybuilders; it’s a mainstream trend and the numbers prove it: the proportion of UK shoppers claiming to increase their protein intake has grown from 6% in 2020 to 15% in 2025.

This shift signals a major opportunity for food businesses, but also a need for nuance if they want to succeed.

Why is demand for protein growing?

Protein now influences purchasing decisions across multiple categories. While shoppers rate importance of protein content moderately compared to sugar or processing levels, this spikes in meat, dairy, and plant-based alternatives. But what is fuelling this?

Social media has been a major driver of the trend, with influencers and users discussing various potential health benefits, including weight management, muscle building, and increased energy. This corresponds with our analysis of shopper trends which show a growing appetite for products that support health and wellness.

Weight loss is protein’s gain

The rise of GLP-1 weight loss medications is another driver. We estimate that 3% of British adults are currently using GLP-1 medications for weight loss; however, there is clear growth potential: one in five British dieters are open to trying GLP-1s, while one in three British adults are currently trying to lose weight.

Although there are barriers to GLP-1 uptake, such as cost and concerns about side-effects, GLP-1 usage will grow and continue growing demand for protein with it. The rate of uptake will depend on when and how effectively these barriers are lowered.

Convenience driving protein products

On the product side, our social listening shows nearly half of online conversations about protein focuses on shakes, highlighting convenience as a major consideration. This may help explain the rapid increase in brands selling protein-rich yoghurts and desserts.

Plant-based brands are also responding. Quorn’s “Nothing to Hide” campaign combines high-protein messaging with clean-label credentials, tackling concerns around artificial ingredients head-on. This is the kind of integrated communication today’s health-conscious shopper expects.

The risk of oversimplification

Here’s the challenge for the food industry: most UK consumers already meet or exceed recommended protein intake. Simply adding more protein to products isn’t enough; in fact, it could even backfire if perceived as unnecessary or gimmicky.

This means the real opportunity lies in timing and format, not just quantity. Breakfast is a prime gap as many consumers start the day with low-protein options like cereal or toast. High-protein breakfast solutions and smaller, well-timed snack options could unlock growth without falling into the gimmicky “more is better” trap.

Emerging angles: supplements and healthy ageing

Protein’s influence is also expanding beyond food into supplements, with rising interest in collagen and creatine for benefits ranging from cognitive health to skin vitality. While evidence is still developing, these trends point to a broader narrative: protein as a tool for longevity and wellness, not just fitness.

Strategic takeaways for food businesses

• Educate, don’t just add: communicate the role of protein quality and timing, not just grams per pack.
• Target the gaps: breakfast and snacking occasions are under-served in protein.
• Combine claims: pair protein messaging with other shopper priorities like low sugar and clean ingredients.
• Watch the supplement space: collagen and creatine could inspire new product formats or partnerships.
• Protein can be a growth driver, but only for brands that move beyond the numbers and deliver solutions aligned with real consumer needs.

Find out more about IGD at igd.com