Gen Z and Millennial consumers are driving a protein boom, spending $71 per week on products — nearly triple that of Boomers, according to Empower research.

Brands have noticed. PepsiCo is rolling out more protein-fortified snacks, J.M. Smucker is doubling down with protein shakes, and Starbucks has launched protein lattes and foamy drink toppers, packing as much as 36 grams of protein into a single grande. Together, they’re chasing a $114 billion market that continues to grow.

The trend costs extra, as half of Americans view protein as a “premium” ingredient with steeper price expectations — and 72% say they’re willing to pay more for protein-enhanced foods and drinks.

— The Editors 

💪Bulk buys: Warehouse stores are expanding as more Americans add memberships. Sam’s Club expects about 15* openings a year; Costco, roughly 30. BJ’s plans 25–30 new locations globally over the next two fiscal years, with about half in the U.S. The average monthly spend on bulk grocery purchases was $486 in August, according to Empower Personal Dashboard™ data.

🏢 Corporate confidence: U.S. companies are expected* to buy back a record $1.1 trillion in shares this year as rate cuts and inflation tolerance boost confidence. Adding to the momentum, Q2 S&P 500® earnings growth is tracking toward 11.9%, up from earlier projections below 5%.

👟Strong run: Treadmills continue to pace the market, used by nearly 57 million Americans, and are on track for $1.1 billion* in 2025 revenue. Road miles are rising, too, as marathon fields swell and the running-shoe market sprints toward $20 billion next year.

🧪Pharma build: Eli Lilly will build* a $5 billion plant outside Richmond, Virginia, creating about 650 jobs across manufacturing and operations. It’s the first of four U.S. sites in a $50 billion expansion. The move aligns with a broader push across U.S. pharma that includes expanded channels that bring prescriptions directly to consumers. 

Check the label

More Americans are bringing lunch* to the office, and they’re sweeping the grocery aisles for what to pack.

Supermarket chain Kroger has launched Simple Truth Protein, a private label extension with over 80 high-protein meals, snacks, and beverages — all leaning into the protein trend.

Half of shoppers say protein content is one of the first things they check on nutrition labels, according to the Empower study. When shopping for groceries, 45% actively look for items that have protein-added versions, rising to 54% for younger generations. 

Autumn peak

Domestic airfares are down roughly 5% and some long-haul routes are about 13% less expensive year over year. Thanksgiving deals drop 35 days out while Christmas bargains arrive 51 days out. Off-peak demand is extending seasons even in classic summer towns like Cape Cod and The Hamptons.

Luxury momentum adds juice: Virtuoso, a consortium of high-end travel agencies, reports* a 30% year-over-year jump for fall travel.

Plush power

Build-A-Bear Workshop is roaring. Shares of the St. Louis-based retailer have surged more than 2,000%* over the past five years, outpacing Nvidia and other tech heavyweights. The company posted record revenue of $252.6 million* in the first half of 2025, up 12% year-over-year.

Build-A-Bear now operates 627* stores worldwide, with plans to open 60 more in fiscal 2025. Part of the appeal is a nostalgia-fueled strategy that taps into “kidulting” — adults buying toys. About 40% of Build-A-Bear sales now come from grown-up fans.

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