Back to today’s briefing

Story perspectives

Protein Craze: 43% of Americans Embrace Healthier Choices

10/11/2025

50 4 Full Breakdown

Summary

Story summary

The protein trend is evolving, with 43% of Americans valuing protein-enhanced products despite rising costs.
Gen Z and millennial consumers lead the shift and spend significantly more on protein items.
Brands are responding by developing multifunctional products that emphasize holistic health and plant-based proteins, especially soy.
Kellogg’s has launched High Protein Granola in Australia, featuring 10 grams of protein per serving.

1 of 1

Story summary

The protein trend is evolving, with 43% of Americans valuing protein-enhanced products despite rising costs.
Gen Z and millennial consumers lead the shift and spend significantly more on protein items.
Brands are responding by developing multifunctional products that emphasize holistic health and plant-based proteins, especially soy.
Kellogg’s has launched High Protein Granola in Australia, featuring 10 grams of protein per serving.