The demand for protein has soared as 61% of consumers in the U.S. increased their protein intake last year, according to new research from Minnesota-based food corporation Cargill. And social media influencers and brands alike are taking note.
"We're seeing that influencers, fitness professionals – they're all encouraging more protein after lifting," said Yasi Ansari, a clinical dietician at UCLA.
The protein boom
Protein is now a $114 billion industry and growing, according to Mintel, a global market intelligence company. The number of high protein shakes and drinks on the market rose by 122% from 2020 to 2024, Innova Market Insights reported, noting that Gen Z is driving most of the online chatter around the beverages.
Chains like Starbucks, Dutch Bros, Smoothie King and others recently introduced protein-packed options and add-ons to their menus. PepsiCo CEO Ramon Laguarta also said protein would be a big focus for the company, telling investors in July that "consumers are adopting protein solutions in the diet at a pace that was not the case in a few months back, a few years back."
Protein, an essential nutrient, certainly has health benefits.
