Across several trends in the 2025 Nourish Trend Report, one pattern keeps resurfacing: consumers are deliberately seeking out more protein. This baseline behaviour is shaping 2025 eating patterns, purchase decisions, and product strategy across the foodservice industry. No surprise, protein makes multiple appearances in our upcoming 2026 Trend Report. (Which you can preview here.)
What the data shows
Two data points from the report illustrate the shift:
- 71 % of consumers are actively trying to consume more protein.
- Products delivering 25 g or more per serving are growing fastest.
This aligns with multiple macro-drivers identified in the report: GLP-1 users prioritising nutrient density, longevity-focused shoppers seeking muscle-preservation support, and inflation-era eating habits favouring fewer, higher-return meals.
From trend insight to market strategy
Recently, a national product launch referenced this exact insight from our report—an indication that protein demand has crossed from “trend” status into strategic input for major brands.
When manufacturers use this kind of data to frame positioning, the behaviour is embedded enough to matter. It’s no longer just a niche claim—it’s becoming table stakes.
What this means for manufacturers & retailers
The implications are straightforward:
- Protein is becoming a baseline expectation, not a differentiator.
- Smaller portion sizes mean every bite must carry more functional value.
- Claims alone won’t carry the load; format, flavour, and convenience still drive repeat purchase.
- Categories that historically avoided protein as a territory—hydration, occasion meals, bakery, even convenience-store formats—are being pulled in. (Have you been to Starbucks recently?)
How we can help
Our role at Nourish is to bring structure and meaning to shifts like this to better serve our clients. When a behaviour crosses categories and demographics this quickly, teams need a clear view of what’s driving it, where it shows up, and how to respond without over-correcting.
If you’d like a category-specific briefing on how rising protein demand affects your positioning or innovation pipeline — and how to turn this behaviour into action — let’s connect.
