It’s a fact that eating high-protein foods and drinks is on the rise. Analysts predict a growth of $44.2bn (or $50.2bn) in the market for high-protein products between 2023-2028.
Alon Chen is the CEO of Tastewise. He says that over the last decade, there has been a steady increase in interest for high-protein foods and drinks.
Social media has played a major role in this growth, as mentions of protein on Instagram, Facebook and TikTok have increased by more than 10% year-onyear. They now make up less than 2% (or fewer) of all posts related to food.
Chen says that despite recent ups and downsides, “the overall trend remains the same.” The consumer interest has been increasing, with a few notable spikes seen in 2024-2025.
This is not just reflected in the supermarket sector. The service industry has also seen a change, as the number of menu items mentioning protein increased by 10% in the last year. One in five restaurants are now featuring protein in its dishes.
Chen says that what was once considered to be a niche trend is now mainstream.
Statista reports that the growth of the protein-only diets such as carnivore diet is fueling demand for food and beverages rich in protein. Revenue in the meat and fish market reached $1.55tn and $671.45bn in the seafood and fish market.
The food and beverage industries must continue to provide high-protein foods to consumers.
How can industry meet the high demand for protein?
High-protein food and drinks are available everywhere. Manufacturers launch new products every day, including high-protein yoghurts, pastas, and breads.
The past week has been a busy one. This has also launched a new range of high-protein “THIS is Super Superfood” from THIS. All of this is because their customers demand it.
Chen says that protein is not just another buzzword for brands or manufacturers. It’s important to stay relevant with their customers.
The trend of high-protein products will continue to grow.
Chen does see challenges as the industry struggles to meet demand.
He says that the challenge will be to maintain quality and diversity.
It will also become more difficult to offer options which are affordable, yet aligned with the evolving values of consumers, like sustainability, and clean labels.
Which types of proteins do consumers prefer?
Tastewise reports that consumers gravitate towards protein sources which are familiar, comfortable, and simple to prepare. Rice-based dishes are popular, as well as soups, tacos and steak.
The popularity of fish-based protein is also on the rise. Tilefish, swordfish and kingfish are all gaining in demand. Salmon and other familiar favorites continue to be popular. Pork and chicken, which are both familiar meats, continue to be popular.
Similarly, the popularity of once-popular foods like high-protein waffles and smoothie bowls is starting to decline.
Chen says that people are moving away from snacking on sweets and toward savoury, filling meals.
Tastewise has also noted a decline in consumer interest for protein powders. They are now more interested in fresher, less processed, and sustainable options.
High-protein diets are the future
The importance of protein in the diet and food culture has grown. This is linked to weight loss, health, women’s wellbeing, and nutritional nutrition.
Demand for high-protein foods will grow as consumers look to find products that fit their lifestyle.
The food industry is continuing to expand and evolve, as evidenced by the growing interest in fried foods without seed oil and in proteins containing choline and creatine.
