Recent consumer trends show a growing interest in high-protein foods, prompting many to seek alternatives that increase protein intake without significantly raising caloric consumption. A Vancouver resident, Andie, has been exploring various high-protein options, from yogurt to pasta, and finds that many alternatives taste similar to their regular counterparts. She notes that while high-protein products at her local restaurants can be more expensive, the difference is manageable.
Sales data indicates a significant rise in the demand for protein-rich products. In the U.S., between March 2024 and March 2025, there was a 4.8% increase in sales of items labeled as protein-rich, according to NielsenIQ. Notably, milk consumption in the U.S. saw its first growth since 2009, possibly linked to this protein trend. Newer offerings, such as high-protein lattes, are also entering the market.
Conversely, plant-based milk alternatives are experiencing declining sales, particularly almond milk. As interest shifts back to cow’s milk, searches for various dairy options have increased, surpassing those for plant-based alternatives. Analysts suggest this trend stems from a perceived authenticity associated with dairy products and their protein content.
While dairy products are benefiting from the protein craze, nutritionists express concern about potential misinterpretations of health benefits. Many individuals in wealthier countries already consume more protein than necessary, and excessive intake could be linked to health risks. Experts highlight that whole foods often provide sufficient protein without the added costs associated with branded high-protein options.
Businesses are responding to consumer demand, as seen with French startup Verley, which aims to produce dairy-like proteins without animal involvement. They believe their sustainable methods will attract health-conscious consumers, although initial prices may be higher. As marketing influences consumer preferences, it’s evident that the high-protein trend is reshaping food sales, yet questions remain regarding the genuine health benefits of such diets.
Source: https://www.bbc.com/news/articles/c20zk35ypxno?at_medium=RSS&at_campaign=rss