Protein. It’s one of those things we all genuinely need – but how (and when) we go about consuming it can differ greatly from person to person.

The protein segment overall represents a huge opportunity for food and nutrition brands worldwide. In 2022, the global protein market was worth around 27.5 billion US dollars, and this is predicted to rise to over 47 billion US dollars by 2030. But what is driving this growth, and how might brands look to build on it in the future?

Protein Past and Present: Getting Ripped

Before we look ahead, let’s briefly look back at the path it’s taken for us to get where we are today. In the 1990s, where the die was cast for the protein supplements category, products were pretty universally associated with elite athletes and bodybuilders. Think the likes of GNC and MuscleTech – ‘protein’ came in the form of spray-dried, whey-based powders contained in drums that looked markedly similar to high-performance motor oil. With a preponderance of blacks, reds and metallics, these protein products had names like ‘Mega Mass 4000’ and ‘Nitro Tech Ripped’, and featured graphics to match. This was protein to get you bigger, going faster – fuel to drive the body to its limits and beyond.

Despite their macho trappings, these hi-octane supplements typically featured flavours that might seem more suited to a child’s palate – French Vanilla Swirl, Triple Chocolate: ice cream sweetness, serving as the proverbial spoonful of sugar to help the supplements go down.

A quarter of a century down the line, and this category of protein products is still going strong, albeit with some evolutions on messaging. A good case in point is the 2025 UK OOH campaign for Optimum Nutrition, which sought to dispel some of the myths of the category. Chelsea and England footballer Lauren James quite literally offers us a new perspective on the idea that all protein powders are created equal, while Paralympic Champion swimmer Alice Tai assures us that creatine is not only for bodybuilders.

Making the Macros: Protein as Weight Control

The early 2000s saw a surge in popularity of the Atkins diet. This low-carb, high-protein, high-fat regime flew in the face of previously-accepted weight control wisdom, in which fat was very much the enemy. Protein products began to come onto the market not offering weight gain, but weight loss, with macronutrient readings such as ‘16g protein’ proudly displayed front and centre on packaging.

It’s interesting to consider these products in retrospect – while the protein bar is a convenience staple today, in the early 2000s they were something new, and specifically  something solid. Rather than the chalky shakes or watery soups that preceded them from brands such as SlimFast, protein bars offered something consumers could literally get their teeth into. With candy-like flavours such as chocolate almond butter and salted caramel crisp, protein bars amounted to real food, that could be enjoyed rather than endured in the pursuit of weight control.

Atkins is no longer as influential as it once was, but its spiritual successor, the keto diet, remains popular. Today’s keto protein snacks are highly diverse, some aligning with more traditional category codes (the Skinny Food Co’s products being a good example), but others are shifting towards new, more emergent spaces. Take the protein ‘cereals’ of Surreal or Magic Spoon, for example; while they take the literal shape of traditional, sugary cereal Os, they are based primarily on dairy-derived or plant-based protein – offering macro-conscious adult consumers a chance to enjoy a fun but healthy treat as part of a healthier lifestyle.

In the present, the weight management space has undergone a seismic shift yet again with the widespread uptake of GLP-1 receptor antagonists such as Ozempic and Wegovy. Originally developed for the treatment of type 2 diabetes, these medications regulate appetite and blood sugar, and they’ve made significant, sustained weight loss more achievable – disrupting everything from diet plans to fitness culture. In the protein space, they’ve sparked a pivot too: as muscle loss can accompany rapid weight loss, there’s rising demand for high-protein products that support lean mass maintenance, challenging brands to rethink how they position health, satiety, and strength in the age of pharmacological intervention. One brand that’s already made moves to occupy the space is Nestlé’s Vital Pursuit. Offering a range of specially-formulated dishes with higher protein-to-calorie ratios in smaller, more convenient formats, they’re perfect for the smaller, more frequent meals favoured by those on GLP-1 treatments.

Taking a different approach, other products are pushing towards a more emergent cultural space of embracing traditional protein-rich ingredients for their own sake. Take Cheddar Cheesies – savoury snacks formed from ‘100% cheese (literally)’. The bright, contemporary graphic design of their packaging invites consumers to enjoy a snack based not on highly-processed, unfamiliar ingredients, but ‘just cheese, baked til crunchy’. Products like this – taking innovative approaches to otherwise familiar, traditional, protein-rich foods – are likely to gain relevancy as consumers become increasingly wary of products deemed highly- and ultra-processed.

And as if to prove there’s nothing new under the sun, protein pots based on the humble boiled egg have been gaining considerable market share of late. Indeed, UK supermarket chain Tesco released a list of their most-bought meal deal items for 2024, in which the ‘egg protein pot’ had toppled McCoy’s flame grilled steak grab bags from their perch as their shoppers’ favourite snack. Simple, easy, convenient and familiar – the humble egg offers consumers an on-the-go protein boost that hits all the spots. That said, with bird flu remaining a concern internationally, and rising egg prices the subject of much public and media interest in the US in particular, eggs are no longer the simple staple that consumers and brands could once take for granted. An interesting social data example of how consumers are feeling can be found in the rise of memes mocking one of popular culture’s greatest egg fans, swole villain Gaston of Disney’s Beauty and the Beast, who famously ate ‘four dozen eggs every morning to help (him) get large’ – with purchase caps placed on eggs by major retailers such as Trader Joe’s, Walmart, Costco, and Kroger, it’s not an option for many in the US as of early 2025.

Key Takeaways for Brands: the Skinny on Protein

International bird health challenges aside, protein clearly offers a huge opportunity for a wide range of brands.

  • Wider Audience Reach: protein is no longer just for bodybuilders. Brands should consider everyday consumers seeking convenient, lifestyle-friendly protein options for general wellness, not just muscle-building.

  • Growth Opportunity: with the market set to grow from $27.5B to $47B by 2030, brands that position early with relevant products can capture significant market share in this high-growth category.

  • Back-to-Basics Innovation: Consumers are increasingly favouring simple, recognisable protein sources over highly processed alternatives. Clear opportunities exist for brands that focus on making traditional protein foods more convenient and appealing, rather than creating complex formulations.

Emily Porter-Salmon, Director

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