Protein Is Now In *gestures Broadly At Everything*

There was a time when if you heard someone mention “protein,” they were wearing a fluorescent tank top and on their way to a GNC at the local mall.

Now, protein is everywhere. There are more powder options and awful-tasting bars available than ever before. It’s emphasized at restaurants and in products you never thought would be a protein source (toaster pastries???). It’s all part of a tectonic shift in culture: Americans are pursuing healthier lifestyles and consuming more protein and fewer carbs.

The protein–GLP-1 connection

The increase in popularity (and affordability) of GLP-1s like Ozempic and Wegovy in the last few years lines up perfectly with the spike in demand for protein:

• A 2025 Gallup report found that 12% of Americans (~30 million) were taking weight loss drugs, up from 6% in 2024. A separate study said that share was just 2.9% in 2019.
• The 2025 IFIC Food & Health Survey showed that 71% of Americans have increased their protein intake. Research from Cargill found that, six years earlier, only 48% were upping their protein consumption.

Businesses jumping on the trend: General Mills did $100 million in sales in the US in its fiscal 2024 from its protein cereals alone. PepsiCo—the makers of Doritos Protein—expects the protein category to continue to grow. Meanwhile, a study funded by the beef stick company Chomps found that protein snacks are growing at three times the rate of the overall snacking industry.

Going after the health-conscious: Writing “protein” on a bag of chips or tub of ice cream appears to be working. A 2025 survey from the National Frozen & Refrigerated Foods Association found that 46% of GLP-1 drug users are more likely to purchase a frozen food product if it has high-protein content.

Bottom line: With the prices of GLP-1s coming down, and more pill forms on the way for people who hate needles, the demand for protein may only increase. The expectation is that the global protein market, which was valued at $56 billion last year, will surpass $100 billion by 2034, per research from a food and beverage consultancy.—DL