Why 2025 was the year of protein

Last year can be defined by a lot of things: an uncertain economy, high prices, tariff anxiety—and, well…an abundance of protein. (Protein cold brew, anyone?)

A survey by Shopkick and Trax, which included responses from more than 5,600 consumers, found that 65% of shoppers consumed protein-enriched snacks in 2025. Of those who hadn’t, an equal share said they’d be open to trying them.

And the appetite appears to extend beyond curiosity. More than half of respondents (56%) said they were willing to pay more for snacks with added protein, while 41% said they’d switch brands altogether if their preferred protein-forward product was out of stock.

The findings come as consumers are looking for healthier snacking options in categories such as breakfast foods (53%), dairy (47%), and beverages (44%) becoming “the new frontlines of innovation,” per Shopkick.

In fact, 71% of respondents said they believe they need to increase their daily protein intake, and 39% reported prioritizing protein at breakfast.

Just as important were where those decisions happened. Some 77% of protein-enriched snack purchases were unplanned, and 65% of snack shopping took place in physical stores, pointing to the importance of in-store discovery and merchandising.

“Brands that want to convert this movement into long-term loyalty must win where it matters most: by being consistently available, highly visible, and packaged with clear, simple messaging that communicate both health benefits and value,” Brittany Billings, CMO at Trax, said in a statement. “The data confirms this is more than a passing trend; it’s signaling a fundamental change in how Americans approach snacking.”

Retailers are seemingly paying attention. Everyone from Starbucks to Chipotle have rolled out protein-rich menu items as nutrition continues to move from niche to mainstream. And while protein is only one part of the broader health movement, growing nutrition awareness suggests shoppers in the US and beyond are becoming more intentional about what they snack on.

The global healthy snacks market was valued at more than $100 billion in 2024 and forecasted to reach $185.6 billion by 2034, per Global Market Insights.