In 2025, protein continues to dominate the nutritional landscape.
Recent data shows that nearly 70% of consumers are actively seeking to include protein in their diets—up significantly from 59% in 2022. This upward trend reflects a growing demand for functional nutrition, as people aim to manage their weight, maintain muscle mass, and improve their overall wellness.
The rise of weight-loss medications like Ozempic and Wegovy has further accelerated this shift, pushing consumers toward foods that are not only protein-rich but also nutrient-dense. Food brands have responded by incorporating protein into new and unexpected product categories—sauces, snacks, beverages, and even desserts. This wave of innovation is particularly appealing to younger consumers such as Gen Z and Millennials.
Beyond health benefits and taste, today’s consumers are also prioritizing sustainability and ingredient transparency. The most successful brands are those that can deliver trusted, functional products with a clear commitment to environmentally responsible sourcing and production practices.
