The Growth of Protein Has Not Yet Reached its Limit

Across multiple channels, consumers are still showing sustained interest in protein, with retail sales insights and consumer trends indicating a broadening of the market rather than a peaking. Protein benefits for muscle health, satiety, and health aging are some of the factors behind the continued push forward across multiple formats.

What the Data Says

According to data from SPINS LLC, in the 52 weeks ending on November 30, 2025, general animal protein saw a 22.7% increase to reach $18 million in the natural channel, and a 27.3% increase to reach $1.5 billion in the mainstream multioutlet channel.

Protein from whey is seeing notable growth in multiple categories. In MULO, whey and milk-based protein increased 24.4% to reach $355.5 million in MULO, and increased 66.7% in the performance category of the same channel. On its own, whey protein increased 14.4% to reach $687 million in MULO (Table 1), increased 16.4% in the performance category, and increased 29.7% to reach $37 million in the natural channel.

About five or six years ago, plant-based proteins saw a spike in consumer interest, but has since leveled off, explains Dicker. Now protein from whey is a top market share and top growth driver. The advantages of this protein are that is easy to mix, has a favorable flavor, and a position of whey protein products as organic along with “better-for-planet” label claims, he adds.

Notably, though casein, the main protein in milk, saw a 25.8% increase in MULO to reach $231 million, but dropped 33.3% in the performance category of the same channel while also experiencing a 53.4% growth in immune health category. Recent research has indicated that caseins and the bioactive peptides they produce during digestion have potential to modulate some aspects of the immune system.¹

A 2026 trends report from protein and prebiotics company FrieslandCampina highlighted the continued expansion of protein, with formats including new treats, ready-to-consume meals and drinks standing out.² Also noted was SPINS data stating that half of Gen Z and Millennial consumers seek out functional foods enriched with protein, among fiber and other ingredients.

Going deeper, a 2025 report from the International Food Information Council (IFIC) provided insights from two surveys (the 2025 IFIC Food & Health Survey and the July 2025 IFIC Spotlight Survey) on American consumer trends and beliefs surrounding protein.³ One key highlight noted that in 2025, 70% of Americans stated they were trying to consume protein, rising from 67% in 2023 and remaining comparable to 71% in 2024. Additionally, a “high protein” diet was the most followed diet plan for Americans in 2025. The interest is driven in part by media attention, GLP-1 medication use, and healthy aging, the report explained, though consumers also appeared to be unsure on daily intake needs and most consulted friends or family as a primary resource for protein information.

Multifactor Drivers of Protein Growth

The forces driving the interest in protein are varied, explains Dicker, though the interest is seen across gender and age. These include GLP-1 medication users whose goals are to retain muscle mass while losing weight as well as consumers who are becoming more interested in their health span. The belief that diets rich in protein are an important aspect in improving and maintaining one’s health is reflected in the newly released dietary guidelines from the U.S. Department of Agriculture.⁴

Released in early January 2026, the guidelines emphasize nutrient dense foods and provide new recommendations for food groups. For example, protein recommendations are prioritizing protein at every meal to achieve an intake of 1.2-1.6 g/kg of body weight per day.

Additionally, when looking at potential trends long-term, Dicker notes that the use of supplemental nutrition when taking GLP-1 medications may also fuel long-term sales of protein through consumers’ long-term change in diet intake.²

Product Innovations

Recent product innovations have emerged to support protein needs of GLP-1 users. Many of these solutions target satiety as well as muscle protein synthesis.

“Protein gives us a feeling of satiety, but also strength in your muscles and sustained energy, and our caseinates portfolio⁵ plays an important role, because they are very specific in the slow release of the amino acids,” explains Sophie Zillinger Molenaar, global marketing execution lead at FrieslandCampina Ingredients (Amersfoort, The Netherlands), in an interview with Nutritional Outlook. “So that gives a longer feeling of satiety, also gives energy, and it’s typically something you could use overnight and really helps to build muscles as well.”

Another company, Arla Foods Ingredients (Viby, Denmark), recently launched a beta-lactoglobulin ingredient, which is a whey protein with high levels of leucine that stimulates muscle protein synthesis. The company is positioning the ingredient for us in ready-to-drink formats. “You can use it for shots, you can do it for RTDs, and that’s something with GLP-1 coming up, we see a lot of need for new applications,” explains Clara Komischke-Konnerup, sales developer at Arla Foods Ingredients. “People want it in their everyday drinks just to hit their protein goals. So, if you can have that soda that you’re going to drink anyways, but it has nutritional benefits…that’s something that could help out a lot of people.”³

Sustained Popularity and Resilience

The barometer Dicker uses to gauge the popularity of protein is to examine how much interest is seen with protein powders. “When you have protein enhanced options through every aisle in the grocery store and you have products that are inherently high in protein, like yogurt, cottage cheese, or eggs doing really well also, I would almost expect protein powders and ready-to-drinks to either level off or dip, because people have all these options,” he explains. “That’s not the case. We continue to see it grow either in high single digits or low double digits, year after year, showing we have not yet hit peak protein.”

Protein is usually surrounded by positive marketing as well. Unlike fats or carbs that receive mixed messaging, protein has a “health halo” around it, Dicker explains, keeping the macronutrient in a positive light in consumers’ minds. There is still room for growth, too, he adds.⁴

Ultimately the data and trends support the macronutrient’s resilience and adaptability, supporting a range of consumer needs. As the year continues, protein shows signs of continued interest and expansion.

References

1. González-Rodríguez, N.; Vázquez-Liz, N.; Rodríguez-Sampedro, A.; Regal, P.; Fente, C.; Lamas, A. The Impact of A1- and A2 β-Casein on Health Outcomes: A Comprehensive Review of Evidence from Human Studies. Appl. Sci. 2025, 15, 7278. DOI: 10.3390/app15137278
2. FrieslandCampina. A taste of innovation: FrieslandCampina Ingredients serves up the trends shaping nutrition in 2026. January 6, 2026. (Accessed 2026-01-20).
3. International Food Information Council. Americans’ Perception of Protein. July 9, 2025. https://ific.org/wp-content/uploads/2025/07/IFIC-Spotlight-Survey-Protein-Perceptions.pdf (Accessed 2026-01-20).
4. Krawiec, S. HHS releases new Dietary Guidelines for Americans, emphasizing the consumption of whole foods. January 7, 2026. https://www.nutritionaloutlook.com/view/hhs-releases-new-dietary-guidelines-for-americans-emphasizing-the-consumption-of-whole-foods (Accessed 2026-01-20).
5. McEvoy, E. FrieslandCampina’s innovations in protein support and products. November 8, 2026. https://www.nutritionaloutlook.com/view/frieslandcampina-s-innovations-in-protein-support-and-products (Accessed 2026-01-20).

Access full Ingredients to Watch coverage, with detailed sales data across the mainstream multioutlet and natural channels here.