Cargill study finds consumers seek out ever-greater product ranges containing high levels of protein
Consumer behaviour in snacking and confectionery is big business, as we will discuss at the World Confectionery Conference. Pic: Gustavo Fring
Latest studies from Cargill have shown that consumers are seeking out greater levels of protein in their diet, which includes engaging with the fast-rising nutrition bar and snacks market, writes Neill Barston.
The wellbeing segment has experienced notable growth in the wake of the pandemic, with the past few years seeing the development of a number of disruptor brand and start-ups keen to breakthrough into the sector.
According to Cargill’s latest Protein Profile, 61% of Americans increasing their protein intake in 2024 versus just 48% who did so in 2019. These are only a few of the major findings from Cargill’s 2025 Protein Profile, an annual trends report that provides a comprehensive look at trends in protein consumption for the year ahead.
This year’s report also found that animal proteins like beef, chicken and eggs are the preferred protein sources for most consumers due to their taste, nutrition and versatility, though protein-enhanced snacks options are also emerging as a potential key player.
The research – from Cargill’s North American Food Business Marketing and Insights team – reveals more than 75% of people typically include animal protein in their evening meals, with 74% saying eating meat is an important part of their diet.
At the same time, how we consume protein is also evolving. Social media is driving food experimentation from secret menus at foodservice chains to high-protein diets with the influence of diet trends including “carnivore diets.” Inflation is reshaping how value is defined, and snacking is fueling protein’s expansion across the category. As a result, brands, retailers and foodservice operators must adapt to meet these changing demands – by delivering protein-forward solutions that balance affordability, quality and innovation.
Other notable findings from Cargill’s 2025 Protein Profile include a focus on value and indulgence. While shoppers tighten budgets, they continue to prioritize high-quality protein experiences. Many are buying in bulk and freezing portions to manage costs, while others are splurging on restaurant-quality cuts for at-home indulgence. For retailers and foodservice operators, this dual dynamic presents an opportunity to provide both value and premium offerings — with research showing strong demand for pre-marinated proteins, heat-and-serve options, and premium but accessible cuts like steak.
Significantly, social media is continuing to reshape the protein landscape, according to the study’s findings. A total of some 52% of people trying new foods from the influence of social media, digital platforms like TikTok and Instagram are fueling the rise of high-protein lifestyles, global flavours and creative meal solutions. Gen Z is leading the charge, embracing bold and multicultural protein meals. Meanwhile, GLP-1 users are shifting portion sizes, seeking smaller high-protein meals that satisfy without excess calories. These emerging subcultures are opening new opportunities for brands and retailers to cater to diverse and evolving protein needs.
“How consumers think about and engage with protein is evolving, and that presents new opportunities across the food industry,” said Gonzalo Petschen, Group President, Cargill North American Food Business. “Whether it’s developing high-protein snacks, offering convenient meal solutions, or tapping into social media-driven food trends, our goal is to help our customers stay ahead of what’s next while delivering on consumer demands.”
