Why protein is taking over the food and drink world

Gut health ruled in 2024 (and is still very much on everyone’s minds). But the ‘buzz phrase’ has been replaced in 2025 with a new health crusader – protein.

If you haven’t clocked onto protein’s stratospheric rise to food and drink stardom this year, where have you been?

It’s absolutely everywhere. Plastered online and in newspapers and magazines. All over social media and podcasts. Scientists, nutritionists, health experts and influencers have put protein right up on a pedestal. And with 66% of British consumers (according to NIQ) actively considering their health, and 60% of global consumers (FMCG Gurus) influenced by products high in protein, it’s a ‘fad’ speciality retailers shouldn’t be ignoring – particularly as the demographic is so broad.

Sports people (amateur and professional), health fanatics, Gen-Zers more focused on wellbeing than hitting the pub, perimenopausal and menopausal women – these are just a small cross-section of shoppers seeking out protein-rich products to stow in their baskets.

According to Google, they’re looking for collagen powder, collagen-rich broths, protein bars and shakes, cottage cheese, whole foods and even protein ice cream.

“Protein’s gone mainstream,” says nutritionist Stefanie Daniels. “It’s seen as a simple, empowering addition to people’s diets, rather than another ‘food rule’. It’s also satisfying, unlike many other diet fads that are usually based around elimination and restriction.

“Social media trends like #highproteinmealprep have turned Greek yoghurt and cottage cheese into pantry staples.”

Supporting multiple goals at once – energy, satiety, strength, mood and metabolism – Stepfanie adds it’s not surprising foods high in protein are resonating across generations.

“British consumers are becoming more health-conscious than ever before,” says Lauren Yates, brand director at Billy Franks. “They are actively reading labels to ensure they are eating the right things. As part of that, they are looking for high-protein snacks that satisfy, and that they can feel good about eating.”

Bold Bean Co’s chief beanologist, Beth Latham agrees. “Protein has long held its place as the ‘hero’ macronutrient. And while fat, sugar and carbs have each faced their moment in the nutritional hot seat, protein has remained the trusted good guy – free from backlash and firmly linked to building lean muscle, supporting healthy skin, and keeping us fuller for longer.”

‘Clean’ protein products and whole foods appeal to consumers concern about ultra-processed foods too, says Carmen Ferguson, brand manager at Windmill Organics, who adds that shoppers are pushing for more natural protein sources – a space where the company’s Profusion brand is growing strong. “As protein becomes more mainstream and macro-conscious eating rises, we see a real opportunity to meet this need with our nutrient-dense, minimally-processed foods.”

The UK market for plant-based protein, she adds, is projected to reach £16.8 billion by 2026, with Profusion poised to address demand, offering a growing range including protein pastas made from organic chickpeas, red lentils and peas.

Why is protein important?

As well as making us feel fuller for longer, staving off cravings (and stopping us reaching for the cookie jar), increased intake of protein is said to help balance blood sugar, and aid weight loss, as it takes more energy to break down.

Experts say increasing protein intake can help boost brain health, increase muscle mass (in conjunction with weight-bearing exercise), and aid the relief of perimenopause and menopause symptoms.

How much protein does an adult need each day?

Government guidelines suggest around 0.8kg per kilogram of body weight, but many within the nutrition field say this isn’t enough. “In my opinion it’s too low,” says Stefanie. “It’s fine for surviving but not necessarily thriving. Many experts are calling for a rethink – especially given protein’s role in healthy ageing and muscle preservation.”

Doctor and nutritionist Dr Rupy Aujla (of The Doctor’s Kitchen and author of Healthy High Protein) says science points more strongly towards 1.2kg of protein per kilogram of body weight.

What are the best sources of protein?

Stefanie says key sources of protein include lean poultry, oily fish, eggs, Greek yoghurt, skyr, cottage cheese, lentils, chickpeas, tofu, tempeh, quinoa, edamame beans and hemp seeds.

Dr Rupy adds to these most cooked beans, grains and pulses, nuts, seeds, nutritional yeast, sprouted seeds, dried soya mince, and cacao powder.

Has there been noticeable growth in sales of protein-rich food and drink?

Lauren says Billy Franks has seen “real momentum” in the last 12 months as better-for-you-snacks take off in the UK. “We’ve definitely felt that lift. Consumers are seeking out trusted, clean label, British brands, and we’ve had to scale production to support that growth whilst also maintaining our small batch quality.”

This is a sentiment echoed by SuperNutrio managing director, Bill Randles, who says the brand was launched in 2024, inspired by the “untapped potential” in the functional nutrition sector.

“We recognised that many consumers find the artificial taste of existing protein products unappealing, so we set out to change that by developing a product that combines nutritional benefits with a natural, enjoyable taste. As the protein category continues to grow and more consumers take an interest in increasing their protein intake, we’ve secured multiple listings in a variety of major UK retailers.”

H&B has, says the brand’s nutritionist Emily Foster, experienced a 156% increase in searches for ‘protein’ in 2025, compared to 2024, leading the NPD team to develop the retailer’s TriActive range, “responding to customer insights that showed a growing demand for versatile, nutritious, everyday sports nutrition solutions that taste great”.

Bold Bean Co is the fastest growing brand in the canned pulses category, with Beth saying sales are currently up 112% year on year, impacted, she thinks, by heightened interest in protein.

“Our Instagram following us up 48% year on year, and organic web traffic is up 23% - driven in part by celebrity endorsements like Carey Mulligan on the Off Menu podcast, Prue Leith cooking with our beans on ITV, and strategic partnerships with the likes of Ottolenghi, but also our commitment to showing consumers just how desirable beans can be, with an average of three new recipes released each week.” Chickpeas and butter beans are leading the charge, Beth adds.

Tapping into the trend, in 2024 Bold Bean Co launched a gourmet baked bean range, including flavours such as Smoky Chilli, to elevate the humble baked beans on toast. “Our launch has shaken things up – 91% of sales have been incremental, bringing a whole new wave of healthy foodies into the category.”

Another brand with its finger on the pulse is Merchant Gourmet, which is also experiencing strong sales according to managing director, Richard Peake. “In 2024, 28% of shoppers reported actively boosting their protein intake, with a further 29% indicating plans to increase it throughout 2025. However, we’re also seeing more people say they want to increase protein intake in a way that feels more natural, more nourishing and less synthetic.”

We’re in a period, Richard adds, where consumers want to add more to their diets - from plants to protein – rather than taking away. “There’s been a real shift away from overly processed protein products towards more whole food solutions. At Merchant Gourmet we’re seeing strong demand for our pulses, grains and beans because they tick the boxes for taste, health and sustainability, while also being a brilliant source of plant-based protein.”

The brand’s Meals in Minutes range, he adds, has been a standout success, including Lentil Bolognese and a 3 Bean & Lentil Chilli, containing up to 15g of plant protein per pack. “We launched this line last year, and it’s been instrumental in establishing our presence in the ambient meals category. Building on that, we’ve just launched our Supergrain Bowls. Each bowl is a flavour-led, complete mix of grains, pulses and vegetables that can be eaten hot or cold, with up to 18g of protein and at least seven plant varieties per bowl.”

What kind of protein products are appealing to customers?

According to Stefanie, retailers should be placing their bets on high-protein yoghurts, cottage cheese, lentil pastas, protein-added breads, ready meals and healthy snack bars, and natural, protein-rich staples such as eggs, nuts and seeds. “Consumers want products that taste great, are low-fuss, and feel clean. Function and flavour matter. The surge in use of apps like Yuka, and the trend in avoiding ultra-processed foods, also means consumers are getting more savvy with what foods are made from.”

Emily says H&B is finding protein shakes a consistent performer, popular amongst consumers. “But we’ve also seen a rise in demand for food protein supplements such as Surreal High Protein Cereal in Cocoa flavour and the TriActive Super Good Bar in Almond & Dark Chocolate.”

In the fresh aisle, if you’re not stocking cottage cheese, is should definitely be on the agenda, having gained near cult status on social media. As more influencers whip up cottage cheese cakes, breads, flatbreads and bagels, an increasing number of shoppers are spending their cash on the high protein, low fat ingredient. According to Cognitive Market Research, the market for cottage cheese is expected to grow at a rate of 6% between 2024 and 2031, with Europe accounting for 30% of that growth.

Dairy businesses are already noticing this impact. Robert Graham, managing director of Graham’s Family Dairy reported sales growth of 40% in 2024, while Jimmy Dickinson of Longley Farm began noticing an incline in sales for cottage cheese five years ago, appealing to a new band of consumers.

“Before, it was only women, and those going to slimming clubs. That shifted to primarily being men, and muscles and losing fat. And the latest thing is it’s been picked up by lifestyle influencers. You’ve got a generation of people who have suddenly ‘rediscovered the wheel’.

What are modern consumers looking for when buying protein?

Protein levels in food are no longer a bonus, they’re an expectation, says Camilla Pigozzi Garofalo, founder of high-protein, nutritious meal delivery company Kurami. “Today’s consumers are asking smarter questions. Not just how much protein is in a product, but whether it is balanced, digestible and part of a complete meal. This matters more in plant-based eating, where protein quality and pairing require careful planning.”

Modern consumers, Richard agrees, are looking for complete, satisfying meals that align with broader values such as gut health. “They’re label-savvy and looking for protein that comes from real ingredients, not powders or additives. That’s why our products resonate. Because we use whole, natural foods like lentils, chickpeas, quinoa and grains that people know and trust.”

This shift towards less processed plant-based proteins that feel natural and familiar is undeniable says Carmen. “For instance, tofu volumes have soared by 30.8%.”

Protein-based snacks are having their day too, she continues. “The protein bar category, for instance, is now valued at £144 million, experiencing a remarkable 26% growth. Also, ready-to-eat items are well suited for impulse purchases due to their convenience and portability. To make the most of this opportunity we recently announced the launch of a new high-protein ProFusion snack range which has been available to retailers from June onwards. The new range includes contains two nut mixes alongside two protein cakes, which are all packed with plant-based protein and provide a natural energy boost without artificial additives, emulsifiers or seed oils.”

Modern shoppers, agrees Bill, are looking for high-protein products they can seamlessly integrate into their everyday routines, seeking products that aren’t just functional, but convenient, versatile and easy to keep stocked at home.

Why should retailers be paying attention to the protein trend?

For starters, many protein based snacks deliver strong margins, says Lauren, as well as repeat purchase potential and relevance to multiple shopper missions, from post-gym refuelling to snacking. “Consumers are trading up and looking for healthier, cleaner alternatives across every aisle.”

Given UK sales of protein-rich bars, powders and drinks rose by 16.6% to £225.6 million last year, savvy retailers should definitely be taking note, says Emily, who notes it’s Gen-Z leading the movement. 

Protein is a sustained consumer priority, adds Beth. “Google searches for ‘how much protein do I need?’ have increased by 250%, while ‘high-protein vegetarian foods’ have surged by 1,200%. This growing interest in protein, combined with a shift away from ultra-processed foods and a holistic approach to health, presents a clear opportunity for retailers. It’s about championing naturally protein-rich foods by educating and inspiring shoppers on all the benefits they offer.”

She takes the beans category as an example. “It’s been relatively overlooked for years, yet it holds huge potential. By turning beans into a destination in-store, retailers can drive healthier baskets and unlock commercial success at the same time.”

Retailers who overlook consumers’ shift in priorities risk being left behind, says Bill. “Embracing the protein trend will allow retailers to capitalise on a fast-growing and dynamic category that shows no signs of slowing down.”

Carmen agrees, there’s no stopping protein on its elevated trajectory.  “With increasing attention on longevity, menopause and perimenopause, reaching consumers aged 45+ will also be key. Retailers should provide further information on the role of protein for long-term health, positioning themselves as advocates for consumers’ wellbeing.”

Protein, Richard says, has become a non-negotiable for lots of shoppers, and those who respond to their needs, by offering great-tasting, functional products that deliver on health and taste, will be the ones to reap the commercial benefits.

“Retailers who lean into that sweet spot between function and flavour are tapping into a consumer need that’s only going to grow.”