Key takeaways

• Shoppers spend $50 a week buying protein, on average

• Brands like PepsiCo, Starbucks, and J.M. Smucker have invested in protein-boosted items

• Protein may be costing more, though Americans aren’t cutting it from their shopping list

As people’s food habits shift, protein looks to stay firmly in focus. Snacks are especially seeing growth, with an Empower study showing that around a third of people would pay even more for a protein-added version. 

Consumers have had a taste of protein, and they want more. More than two in five Americans (46%) put their money toward dedicated “high-protein” products — a trend that’s even more prevalent among Millennials (60%) and Gen Z (55%), according to Empower research.

The market for protein and its alternatives (like plant-based options) is valued at over $114 billion, and companies and shoppers are aligned on this shared push for in-demand items.¹ Brands have ramped up production: In 2024, food companies launched 97 products sporting “protein” in the name (more than double the amount in 2023), and this year, big names are bulking up their offerings.²

Grocery chain Kroger announced in mid-September that its Simple Truth house brand will expand into Simple Truth Protein with over 80 high-protein meals, snacks, and beverages. Last year, Kroger saw over $32 million in sales from its private label brands, which have been outselling name brands it offers.³  

Starbucks will release a new line of protein lattes and cold foam add-ons on September 29, about a month after bringing back its Pumpkin Spice Latte. The protein-focused drinks pack in 27 to 36 grams of protein, while the foamy toppers can add around 15 grams to a “grande” size drink.⁴

Read more: Pumpkin $pice and everything nice

Protein-packed snacks

Americans have been pulling back on snacks, with industry revenue having dropped at a compound annual growth rate of 2.4% over the past five years.⁵ Food companies hope that adding protein to the mix can boost sales. Empower findings show that close to a third (29%) of people are willing to pay a premium for protein snacks, in particular, and 49% say a label with “added protein” makes an item more appealing.

In its July earnings call, PepsiCo announced plans to extend its suite of familiar snacks and beverages with versions that include more protein or fiber. The company reported that overall revenue rose 1% year-over-year, though demand for its drinks and snacks dropped 2% during the same period.⁶

J.M. Smucker is the company behind the Uncrustables peanut butter and jelly mashup that’s popular among NFL players — it’s said they eat 80,000 of them a year — in part because of their protein content.⁷ While the company has raised prices on its coffee products for the second time this year due to increased tariffs, a move into the protein shake space via a partnership between its Hostess sweets division and RedCon1 could help Smucker double down on its sports and protein messaging.^8,9

With Gen Alpha kids now influencing household spending — having a say in 42% of purchases — they’re another key segment for consumer-focused companies. After driving $50 million in revenue last year, protein bar maker Trubar has brought a new focus on kids and families, with a protein- and fiber-filled snack line that looks to stand out in packed lunches since they are free of common food allergens like dairy and nuts.¹⁰

Grocery staples get a boost

American shoppers have seen inflation take a bite into their food budgets, notably with protein, with 52% saying they’ve noticed how protein has increased their weekly grocery spending, according to Empower research. Compared to the same time last year, prices rose sharply on traditional protein sources like uncooked beef steaks (+16.6%), frozen fish and seafood (+6.7%), and eggs (+10.9%), based on Consumer Price Index data from August.¹¹

Read more: Inflation at 2.9% as shelter inches higher, electricity climbs and coffee perks up

A cost-conscious option for protein could be to take another look at meal accompaniments usually not seen as the main course. The Thomas’ line of high-protein bagels has around double the amount of protein as its typical lineup, and Bulletproof recently rolled out an iced-coffee powder for people choosing coffee at home.^12,13

Even milk — a traditional way to get protein that’s often relegated to the role of coffee extra or cereal filler — is being supercharged. In 2020, Coca-Cola paid $980 million to fully acquire the dairy brand Fairlife, known for its system that reduces the amount of sugar and lactose in milk while doubling the protein portion. By 2022, Fairlife sales had reached the $1 billion mark. Among the brand’s best sellers are its protein shakes, taking a slice of a $6 billion market for the beverages.¹⁴

A premium add-on

Despite the costs, people are still willing to keep buying protein, as Empower findings show an average weekly spend of $50. As companies continue to add to the protein menu, consumers can take their pick to satisfy their cravings.