Protein, protein, protein. Consumers can’t get enough of high-protein products. But will this movement last?

We’re giving our prediction on whether the high-protein trend is here to stay or if it’s about to exit the stage of consumer preferences.

So the question is: Is the protein wave about to recede, or are we looking at a continuation of a protein-powered surge that will continue to reshape our food landscape?

Let’s break it down – the protein reality:

Overconsumption:

Americans are consuming protein at unprecedented levels – on average twice the recommended daily intake. Remarkably, despite this, 60% of U.S. adults are still looking to increase their protein consumption.

This suggests a strong, ongoing demand for high-protein options, which is often driven by influencers in nutrition, weight loss and fitness. (Personal hot take: Many of these suggest far more protein than is needed, or even good for the average person. Speaking generally, if you want a better diet, add fiber.)

Plant-Based Challenges: There are interesting developments in the plant-based sector. Plant-based meat sales experienced a significant decrease, dropping 12% in 2023. This raises questions about the future viability of vegetable-based protein alternatives.

Dairy Alternative Stability: While plant-based meat might be struggling, plant-based milk is holding steady with a modest 1% increase. This indicates that not all plant-based proteins are facing the same challenges.

Novel Source Challenges: Insect-based proteins are attempting to enter the market, but consumer acceptance remains low. Only about 20% of consumers express willingness to try these options and tbh, we’re surprised it’s that high. Novel protein sources still face significant hurdles in gaining widespread acceptance.

Global Protein Trends: The protein trend isn’t confined to the U.S. In Europe, there’s growing acceptance of alternative proteins, particularly in urban areas. This points to a global shift in protein consumption patterns.

So, what’s the outlook for the high-protein trend?

Here are our key takeaways:

1. The demand for protein remains strong, driven by perceived health benefits and ongoing marketing efforts.
2. Consumer preferences are becoming more nuanced. Quality, sustainability, and innovation are increasingly important factors in protein choices.
3. Plant-based proteins are facing challenges but are likely to adapt and evolve to meet changing consumer demands.
4. The future of protein is diverse. We’re likely to see a wider range of protein sources gaining traction in the market.
5. Health-conscious consumers continue to be a driving force behind this trend, associating high protein intake with overall wellness.

We’re giving the continuation of the high protein trend a tentative 75%

This seems reasonable given the strong consumer demand for protein and the growth in various global high-protein food markets.

The decline in plant-based meat sales and resistance to certain high-protein foods are notable but do not outweigh the overall positive trends.

The base rate of high-protein trends continuing in recent years supports a high probability, and the specific challenges justify a slight downwards adjustment.