The Global Protein Boom: Can the Food and Beverage Industry Keep Up?

The trend toward high-protein foods is sweeping the globe—but can the food and beverage industry keep up with demand? This is the question posed by experts at FoodNavigator.

A Mega Trend in the Making

There’s no doubt about it—high-protein consumption is a global megatrend, and it’s growing rapidly. Analysts project a staggering $50.2 billion (approx. €44.2 billion) increase in the protein-rich food market between 2023 and 2028, according to Technavio.

“In the past decade, interest in high-protein foods and beverages has steadily increased,” says Alon Chen, CEO of Tastewise.

This surge has been significantly fueled by social media. Mentions of “protein” on platforms like Instagram, Facebook, TikTok, and X have risen by over 10% year-on-year, now accounting for just over 2% of all food-related posts.

“While there have been a few ups and downs recently, the overall direction is clear,” Chen notes. “Consumer interest is rising, with noticeable spikes in early 2024 and 2025.”

This trend is not just reflected on supermarket shelves—it’s also visible in the foodservice sector. The number of menu items referencing protein has increased by 10% over the past year, with one in five restaurants now highlighting protein in their dishes.

“What was once considered a niche interest is now a mainstream movement,” says Chen.

The Rise of Protein-Based Diets

The growth of protein-centric diets—such as the carnivore diet—is further fueling demand for high-protein foods and beverages. As a result, the meat market is projected to reach $1.55 trillion, while the fish and seafood sector is expected to hit $671.45 billion, according to Statista.

But the big question remains: Can the food and beverage industry keep up with the rising demand for protein?

An Explosion of High-Protein Products

From chocolate bars and yogurts to pasta and protein-enriched bread, high-protein options are everywhere. Producers are seemingly launching new protein-rich products daily.

In just the past week, Nomadic unveiled its new high-protein line, Power Oats, while THIS launched its THIS is Super Superfood range.

“And they’re doing it because that’s what their customers want,” says Chen. “For brands and manufacturers, protein isn’t just a trendy buzzword—it’s essential to stay relevant.”

As a result, product launches will continue, with no sign of the trend slowing down.

However, Chen warns of growing challenges ahead as the industry struggles to meet demand. “The challenge going forward will be maintaining quality and variety,” he says.

Moreover, providing options that are affordable while aligning with evolving consumer values—such as sustainability and clean labels—will become increasingly complex.

What Types of Protein Do Consumers Want?

According to Tastewise, consumers are drawn to familiar, comforting, and easy-to-prepare protein sources. These include dishes like rice-based meals, soups, tacos, steak, and hearty stews.

Fish-based proteins are also on the rise, with species like tilefish, swordfish, and kingfish gaining popularity. Familiar favorites like salmon continue to perform well, and pork and chicken remain widely consumed.

In contrast, interest in once-popular items such as protein smoothie bowls, waffles, and protein bars is starting to decline.

“People seem to be moving away from sweet, snack-like formats toward more savory, satisfying meals,” Chen observes.

Similarly, protein powders are beginning to lose their appeal. Tastewise notes a shift in interest toward fresh, less processed, and more sustainable protein sources.

The Future of Protein-Powered Foods

Protein has become a core component of how people eat and think about nutrition. It is strongly associated with health goals, weight management, women's wellness, and functional nutrition.

As consumers continue to seek foods and drinks that fit their lifestyles, demand for high-protein options will keep growing—especially as new needs and innovative ingredients emerge.

The rising popularity of oil-free fried foods, and protein blends enhanced with creatine, choline, and healthy fats, signals that protein’s role in the food and beverage industry will continue to evolve and expand.