If you walk into a grocery store in 2025, it can feel like protein has been stamped onto every packaged food in sight. There’s protein in coffee, cereal, snacks, and baked goods, and even a “protein puffer jacket” is making the rounds as a marketing stunt. The question isn’t whether protein is having a moment; it’s whether we’ve reached peak protein.

Where is protein showing up now?

Protein has moved far beyond bars and powders. Today, it’s baked into cereals, added to snack chips, folded into coffee drinks, and highlighted in fast-casual menus. Even Starbucks, Smoothie Kingand First Watch have leaned into protein add-ons and beverages.

Cargill’s 2025 Protein Profile shows how common this habit has become: than half of shoppers now check labels for protein, and nearly two-thirds of parents will pay extra if the package says it is a good source.

On the shelf, it has become one of the simplest ways for brands to signal health. Carolina Andino, senior marketing director at Cargill, said that “as the demand for functional and health-oriented foods grows, consumers are prioritizing their protein intake, especially while grocery shopping. Front-of-pack protein labels help consumers quickly identify and choose the protein-packed options that best meet their dietary needs.”

According to Tastewise’s 2026 Trend Forecastprotein interest is growing three times faster in the meat category than in plant-based alternatives, while interest in premium cuts is up 157% year over year. Meat menu items on U.S. restaurant menus rose by 12% over the past year, underscoring how deeply protein is being built into dining experiences.

When did the craze begin?

The last time we saw a craze of this scale was the Atkins boom in the early 2000s. Back then, the appeal was fat: animal heft, butter, bacon. This wave has a different tenor. It’s protein as a standalone health badge.

What’s changed is how deeply protein has been integrated into packaged goods. Over the past decade, alternative proteins — pea isolates, tofu, crickets — have moved from the fringes into the mainstream. If it could hold protein, marketers made sure it did.

Analysts were already tracking the shift long before the current boom. According to Mintel’s 2025 Global Food and Drink Trends Reportbrands were encouraged as early as 2015 to spotlight protein alongside “free-from” claims and portion-controlled indulgences. By 2023, Mintel noted that satiety and basic nutrients, such as protein, had become central to how companies marketed value to budget-conscious consumers.

Cargill’s report shows how those marketing pushes turned into real habits. In 2024, 61% of consumers said they were eating more protein, compared to 48% five years earlier. Meat consumption has risen alongside it, climbing from 109 kilograms per person in 2018 to 117 in 2023, with forecasts predicting it will reach 122 by 2027.

Why are consumers so fixated with protein?

Part of it is biology: protein promises satiety. Another part of it is culture: strength and performance are easy to market. Influencers like the Liver King embody protein as an archetype of power and masculinity, while TikTok wellness creators market protein ice creams and puddings as guilt-free indulgences.

Another layer is GLP-1 medications like Ozempic and Wegovy. As appetite suppression enters the mainstream, protein becomes the macronutrient people focus on preserving — something to “hold on to” even as they eat less overall.

Cargill research shows that consumers now connect protein to more than just muscle: They cite mental clarity, emotional well-being, and long-term vitality as reasons for increasing intake.

According to Tastewise, interest in GLP-1-friendly food and drink at social gatherings has jumped 144% in the past year, with high-protein dips up 30% and high-fiber dips up 40%. Metabolic wellness has moved from the pantry to the party, signaling how deeply it has entered everyday culture.

How are brands cashing in?

Foodservice operators are leaning hard into protein as a paid upgrade. Starbucks markets protein cold foams, Smoothie King builds protein into its blends, and casual chains highlight handhelds with extra protein.

Brands are cashing in. Bain & Company’s read of Amazon U.S. sales shows protein-supplement revenue rising quarter after quarter since 2022. Whey alone is nearing $200 million in a single quarter, with collagen and ready-to-drink protein moving up too.

On the retail side, “protein” has become a near-universal front-of-pack claim. Cargill notes that 34% of consumers now say “high in protein” is a very important factor when selecting snacks, up 9% since 2020.

Glendon Taylor, marketing director at Cargill, frames it this way: “The increased demand for protein presents a significant opportunity for marketers in various foodservice sub-channels. As shoppers become more health conscious and seek protein-rich options, marketers can leverage this trend to attract and retain customers. Emphasizing the health benefits of protein-rich menu items, such as muscle building, weight management and overall wellness, can be done through targeted advertising campaigns, social media promotions, and in-store signage.”

How big is the protein market — and who’s driving growth?

Mintel estimates the U.S.protein market at $114.4 billionwith 1.9%annual growth projected through 2028. than 90% of consumers eat animal-based protein, and nearly half also consume plant-based.

Protein isn’t just a fixation; it’s an economic engine. Beef alone accounts for 57.4% of all fresh meat dollars in the U.S., and chicken and beef each represent about 39% of pounds sold. The demographic drivers are clear: Gen Z and Millennials are almost twice as likely as older consumers to say they’ll increase beef consumption in the coming year.

Do we really need this much protein?

“Most adults do well with 0.8–1.0 g of protein per kilogram of body weight per day (per kilogram, not per pound). Aim to distribute intake throughout the day rather than loading at just one meal to better support muscle maintenance, glycemic control, and satiety,” said Deshmukh.

“A protein-only focus often displaces fiber-rich staples beans, lentils, peas, whole grains, vegetables, nuts, and seeds. The result can be lower fiber, poorer gut health, less micronutrient diversity, and more sodium/additives from ultra-processed ‘protein’ products,” Deshmukh says. “Many high-protein or ‘GLP-1-friendly’ meals come in smaller portions, but smaller isn’t the same as nutrient-dense and it doesn’t retrain taste buds or reduce reliance on sugar, fat, or ultra-processed flavors. If anything, it can preserve cravings under a health halo.”

“Think a colorful plate: plenty of vegetables with at least 1 cup of fiber-rich proteins, mix in whole grains, plus a dash of flavorful fats and plenty of herbs/spices. What’s next? A shift from ‘protein at any cost’ to protein-with-plants — adequate protein delivered with diverse variety of fiber, minimal processing, and global flavors,” said Deshmukh.

Fiber is often left out of the conversation. If protein is today’s fixation, fiber may be next. In a recent Mintel article, Stephanie Mattuccifood & drink director at Mintel, wrote that “protein represents power and vitality, whereas fiber represents order and dependability, ensuring balance and regularity.”

It is a reminder that protein won because it was easy to market, while fiber has struggled to connect with consumers, even as the gap in intake remains wide. The short answer is that we have not hit peak protein. The badge has moved from novelty to expectation, and the smarter next phase is enough protein spread across the day, paired with fiber and less processing.