High Protein Diets are Trending
The latest dietary trend
Just like the infamous low-rise jeans from the early 2000s or the big hairdos that dominated the 80s, our trend cycle moves at a rapid pace, introducing new trends and discarding old ones. However, it’s not just clothes, shoes, and hairstyles that trend in and out, diets and health fads follow a similar cycle. In the 1990s, people were focused on reducing their fat intake, the 2000s were centered around low carb, the 2010s brought us numerous trendy diets including the Paleo Diet, Keto, gluten free, etc.
Now, in the 2020’s, high protein diets are all the rage and it’s taking both social media and supermarket aisles by storm.
Tastewise’s Consumer Needs platform shows that the need for high protein across all of Food & Beverage has increased 47% YoY for the past 2 years. Consumer’s demand for high protein diets is resulting in protein popping up everywhere, even in places you wouldn’t expect it. From protein pasta to protein cookies, high protein diets are easier to achieve than ever before.
Here are some insights into this trend and a few of the innovative ways today’s consumers are getting their protein in.
What is Protein?
Protein is one of the three macronutrients, alongside fat and carbohydrates
Protein plays an essential role in supporting our bodies’ tissues, organs, cells, and metabolic health. High protein diets are known to increase satiety, aid muscle growth, suppress hunger, and support healthy weight loss, appealing to the growing number of GLP-1 users.
The Mayo Clinic recommends that an average sedentary adult consume approximately 0.8 grams of protein per kilogram of bodyweight per day to prevent deficiency. However, this fluctuates depending on age, activity level, and preexisting health conditions.
Where are People Getting their Protein From?
Gone are the days when protein meant plain chicken breasts
Today’s consumers want high-protein meals that are both nutritious and indulgent. Think oatmeal bowls loaded with protein, cottage cheese ice cream, and reinvented versions of comfort foods that were once considered off-limits. These recipes reflect a broader shift in how we view protein not just as a dietary necessity, but as a versatile and enjoyable part of everyday eating.
Added protein is now also found in more products than ever, with seemingly every category of the food market getting in on the trend. Protein-rich bread, rice mixes, pasta, and cereal can be found on shelves across the country.
Social Media's Influence
Fitness Influencers are Driving the High Protein Craze
The surge in popularity of high-protein diets can largely be attributed to the influence of social media. As health and wellness content continues to surge in virality, more people are discovering the benefits of a protein-rich diet. From improved metabolic health and muscle growth to appetite control and sustainable weight loss, consumers are more concerned about getting protein in at every meal than ever before.
Fitness influencers are at the forefront of this movement, often advocating for protein intake levels as high as 1 gram per pound of body weight, which is nearly triple the amount recommended by health authorities. These content creators are known for sharing inspiring gym transformation journeys and crediting their success to a combination of a high-protein diet and strength training. Alongside workout routines and lifestyle tips, these influencers share creative, protein-packed recipes that frequently go viral.
Cottage Cheese Craze
Cottage cheese has emerged as a favorite among those seeking creative ways to boost their protein intake. Its versatility, mild flavor, and vegetarian-friendly profile makes it an ideal ingredient for both sweet and savory dishes. According to TasteWise, cottage cheese has seen a remarkable 50.68% year-over-year growth in social media discussions over the past two years, signaling a major shift in how consumers view this protein-rich staple.
From cottage cheese ice cream and protein-packed pancakes to creamy sauces and indulgent desserts, cottage cheese is being reimagined in countless ways across social media.
Convenience is Key
TasteWise reported that convenience is the #1 experience need for protein, appearing in 23% of protein related conversations.
Grocery stores and food companies are rapidly responding to consumer demand for creative, convenient, high-protein options. Today, nearly
every category has a protein-packed alternative available- from protein-enhanced breads and legume-based pastas to clear protein sodas and cottage cheese-infused sauces – the
variety is expanding fast, making it easier than ever to incorporate more protein into everyday meals and on-the-go snacks.
Functional Indulgence
Indulgent categories like dessert are increasingly being seen as opportunities to boost protein intake. Rather than avoiding sweets, consumers are now seeking out high-protein versions of their favorite treats. According to TasteWise, sweet is
the most discussed flavor profile in relation to protein, appearing in 7% of protein-related conversations.
This shift has sparked a wave of innovation in the food industry, with products like candy bar-inspired protein bars, protein-infused chips, and high-protein ice creams gaining popularity. These offerings are redefining what it means to indulge, allowing consumers to satisfy cravings while staying aligned with their health and fitness goals.
GLP-1
According to a recent KFF Health Tracking Poll, 12% of U.S. adults have taken a GLP-1 medication such as Ozempic, Wegovy, or Mounjaro. As the use of anti-obesity drugs continues to skyrocket, the public is beginning to shift towards more health-conscious behaviors. Again, increasing protein-intake has become a major dietary focus for GLP-1 users, as it’s essential for preserving muscle mass during GLP-1 induced weight loss.
This nutritional need fuels innovation in the food industry, meeting consumer’s desire for healthy, convenient options. Companies are beginning to roll out prepackaged meals tailored specifically for GLP-1 users, with a focus on high-protein, portion-controlled options.
Flavor Profiles to Consider
Today's consumers demand creativity, excitement, and nostalgia
Whether it’s putting a healthy twist on indulgent favorites or introducing unexpected flavor profiles, pushing the boundaries of what a high-protein meal can look like is key to standing out in this evolving market. To truly capture this audience, brands should focus on developing products that not only meet nutritional goals but also bring excitement to everyday meals.
Create Excitement
Today’s consumers have more adventurous pallets than ever before. Many are exploring global cuisines and bold flavor profiles, with trends like sweet-heat (+142% YoY in High-Protein Foods and Beverages, Tastewise) and intense flavor profiles (+305% YoY in High-Protein Foods and Beverages, Tastewise) on the rise.
Tap into popular ingredients and flavor profiles that satisfy these growing taste needs for High-Protein products. According to Tastewise, Hot Honey, already popular in other parts of the food world, is up 140% YoY in High-Protein products, while Chili Crisp, known for its intense umami and spice profile, is up 88% YoY in High-Protein products.
Tap into Nostalgia
People are also gravitating towards nostalgic comfort foods that evoke childhood memories. While everyone’s idea of nostalgia differs, we’ve seen snacks such as Pop-Tarts, sugary cereals, and ranch dressing making a healthier return into consumer’s diets. Along with this, there’s a growing interest in recipes that put a healthy twist familiar favorites such as chicken nuggets, meat-loaf, grilled-cheese, and chicken pot-pie.
Tastewise data shows that Cozy (+133% YoY), Comfort (+72% YoY), and Nostalgic (+47% YoY) are all fast-growing consumer needs for High-Protein foods and beverages. By tapping into these needs with nostalgic and comforting flavor profiles, product developers can make High-Protein products even more appealing to consumers.