According to Retail Brew, 2025 can be defined as the year of protein in retail, with consumers overwhelmingly embracing protein‑enriched foods and beverages across categories from snacks to dairy and drinks.
The trend, driven by evolving consumer health priorities and in‑store purchase behaviors, gained significant traction and influenced how brands and retailers merchandised products.
A Shopkick and Trax survey cited in the Retail Brew analysis found that 65% of shoppers consumed protein‑enriched snacks in 2025, and a striking 56% were willing to pay more for those items. Furthermore, 71% of respondents felt they needed to increase their daily protein intake, underlining strong consumer interest in protein for perceived health benefits.
Protein’s influence extended beyond traditional muscle‑building narratives. It became a central driver in categories like breakfast foods, dairy, and beverages, with 53% of shoppers prioritizing protein in breakfast choices, and many discovering these products during unplanned store visits—protein snacks accounted for 77% of spontaneous snack purchases.
Other industry data show consumers dramatically shifting their eating and buying behaviors. According to broader market research, a majority of Americans actively increased protein consumption in recent years, with over 60% boosting intake in 2024 compared with previous years.
Foodservice and restaurant menus also mirrored this movement. Major chains introduced high‑protein offerings in 2025, reflecting how deeply the trend has permeated mainstream eating habits. National chains like Dunkin’ added protein‑forward drinks, capitalizing on demand for functional, nutritious options beyond conventional snacks and meals.
For retailers, the protein boom highlighted the importance of in‑store visibility, clear messaging, and availability to convert interest into sales and build customer loyalty. As consumers continue prioritizing health, energy, and satiety, protein‑rich products are expected to remain a significant market force into 2026.
