Gen Z, Millennials Are Driving Protein Demand As Others Reject The Trend

Despite some concerns over whether the protein craze has staying power, younger consumers want more and more of the macronutrient, according to new research

Protein is facing some backlash, yet it still reigns supreme as a dietary trend, especially among younger consumers.

Even as numerous accounts on social media are attacking the invasion of protein into every food, from Khloé Kardashian’s popcorn to waffles, cereal and Pop-Tarts, the macronutrient doesn’t seem to be going anywhere.o

In fact, recent data reflects that the macronutrient is just as popular as ever, with Gen Z and Millennials taking it to a new level.

The New Consumer surveyed 3,000 Americans in a recent trends report, asking consumers how they feel about added protein in 18 different products (including beer).

The results were clear: Americans want more protein.

Over half of respondents (54%) claimed they consider themselves “someone who is actively trying to get more protein” in their diet, with that concerted effort starting in the last year. Of the Gen Z and Millennial crowd (ages 15–45), that number was 65%, reflecting a generational embrace of high-protein lifestyles.

The New Consumer report found that Google search volume for “protein” reached new all-time records in the U.S. and globally last month. In a separate report on food and beverage trends, they also discovered that 5 of the 10 top-growing categories on Instacart last year were protein-focused, including Greek and Icelandic yogurt, protein bars and protein drinks.

The Two-Fold Reality of Protein

Experts predicted that this year, we could see the downfall of protein, for several reasons.

One of which is the emerging rejection of processed protein-infused products, according to Dr. Tim Spector, epidemiologist and co-founder of at-home testing and nutrition company Zoe. 

While his colleague Dr. Federica Amati, head nutritionist at Zoe, has observed that protein labeling increases purchasing behavior, further motivating brands to invest in protein-forward products that falsely equate high-protein with healthy.

Spector thinks the shift towards whole foods and “clean” eating will drive people to choose less processed sources of protein, as reflected in the U.S. government’s new food pyramid, which centers on meat and dairy.

“We’ve reached the peak,” Spector told Athletech News at the beginning of this year. “Protein has been added to everything it can be added to at this point.”

Protein supplements have recently come under fire, too, following an explosive Consumer Reports expose that revealed certain brands’ products were revealed to have concerning levels of lead.

Amati predicted that’s only the beginning of a larger trend of consumers increasingly scrutinizing protein quality, especially as people overall are shifting towards plant-based proteins for their nutritional and environmental perks.

But New Consumer’s report indicates people are still welcoming protein-packed products into their grocery carts. 

Participants were prompted to rate 18 food and beverage items — including gummy candy, soda, coffee, ketchup, chips, chocolate, water and more  — according to two criteria: How much does adding protein to each product feel like a natural or unnatural fit, and how interested would they be in trying a high-protein version?

Some products were easier to embrace than others, such as pasta, milk and snack bars. Others seemed harder to get behind, like beer and pre-made cocktails.

Several were also a mixed bag, leaning more neutral overall, like chips, chocolate, ice cream and pretzels, but the report did reflect that Gen Z and Millennial consumers were more likely to buy these products.

Will Fiber Dethrone Protein?

Protein could have trend-competition in another major nutrient: fiber.

Fiber is undoubtedly on the rise — “fibermaxxing” continues exploding on social media and brands have begun shifting their products and marketing to embrace the nutrient’s powerful impact on gut health, longevity and weight loss.

“We’re going to see an explosion of fiber” in the coming years, Spector told ATN.

You may already be noticing that fiber is popping up everywhere, in products like prebiotic sodas, as well as meals and snacks touting gut-healthy properties.

But the fiber craze may not look too dissimilar to protein, Amati pointed out. She predicted that consumers will begin to see products like fiber-infused ice cream and prebiotic skincare and toothpaste.

Ideally, public excitement about fiber will also lead to “the return of healthy carbohydrates, and re-embracing the importance of including healthy carbohydrates in our diet,” Amati said, as protein continues to steal the glory of its other macronutrient counterparts.

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