Powered by Protein: Research Behind the Rise

IFIS Food and Health Information | EBSCO

Move over meat – new protein sources are here. From protein shakes and bars to high-protein chips, pancakes, and ice cream, protein is taking over the grocery store. The attitude around protein intake has shifted dramatically over the past few years, with 70% of Americans citing protein as the key nutrient they are trying to consume, according to the International Food Information Council.

Protein and Consumer Behavior

While protein has always been recommended as a key nutrient in helping build and repair the body, in recent years "high-protein" foods have been taking over shelves in grocery stores. TikTok and other social media platforms, alongside the rise in semaglutide weight-loss drugs, have been a key factor in influencing consumers to pick up more protein-focused products.

According to the Institute of Food Technologists, flavor is a key factor when consumers choose protein sources.

Protein and Product Packaging

The "high protein" label has been making an appearance on products all over grocery store shelves. The bright and bold health claim has taken a spotlight on the front of food packages. This high-protein packaging, signaling benefits such as muscle gain, weight loss and sustained energy, have consumers reaching for products that they feel will be a convenient, healthy meal.

Protein Alternatives

While meat and eggs have been a known source of protein, alternative sources of protein have become more mainstream over the years. Plant-based protein and dairy alternatives can provide the same nutritional value that consumers seek for a balanced diet. In addition to this, alternative proteins have numerous benefits towards environmental sustainability, food security, and farming.

According to the Good Food Institute, 6 in 10 U.S. households purchased plant-based foods in 2025.

Trends in Protein Research

Many trends in food science and technology research intersect with the rise in protein. Nutrition, sustainability, food safety and quality, and sensory science play a role in how protein appears in the marketplace. Understanding product development, consumer behavior, and innovations in protein sources can help scientists, researchers and students alike get a more complete picture of the world of protein.

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