I often wonder when the US will hit peak protein. Protein claims continue to lead other health and content claims in new product launches, and US consumers name protein as a top priority for health. While protein sources and consumer health goals may change from year to year, protein appears here to stay.
Protein first entered the food and beverage marketplace in sports nutrition. Now, it is a major focus of mainstream food and beverage products and new product launches. “Powerhouse Protein,” one of the Innova Market Insights Top 10 Trend for 2026, captures the ongoing allure and growth of protein into nearly all food and beverage categories.
Innova’s consumer trends research echoes protein’s prominence. Most US consumers surveyed by Innova report they actively include more protein in their diet for physical benefits ranging from sports performance and weight management to immunity and healthy aging. US consumers turn to protein for mental health benefits, too, including clear thinking, focus, and energy.
Protein weaves a path through nearly every 2026 food and beverage trend:
- Innova’s number two trend pertains to gut health, where we see an abundance of dairy product launches with protein claims, dairy protein ingredients, and plant-protein ingredients
- Protein is a key element in Innova’s “Layers of Delight” trend, with its multidimensional, multisensory combinations of indulgent features and wellness benefits that include protein
- In the “Beverages with Purpose” trend, we highlight wellness innovation in beverages that includes not just hydration but also health features such as meaningful amounts of protein
- “Authentic Plant-Based” describes the shift from plant-based products that imitate dairy and meat to products containing real and natural plant ingredients, including plant protein from soy, pea, fava, and other natural sources
- The “Made for Moments” trend describes occasion-based innovation that incorporates protein, among other ingredients, into meals and snacks
- “Mind Balance” captures the importance to consumers of mental wellbeing, and Innova’s consumer trends surveys show US consumers seek benefits from protein-rich foods and beverages that can include relief from stress, mental energy, and brain health
- Protein and protein-containing food and beverage products can be expensive, as highlighted in our trend “Worth Every Bite,” so as consumers face household and personal budget pressures, protein ingredients and products with protein must deliver value and palpable benefits
The new Snack Size Multipacks from Catalina Crunch bring the brand’s Protein Cereal and Protein Snack Mix flavors to convenient, single-serve formats. The cereal products feature 11g of protein per serving, along with an “excellent source” of fiber claim and 0g sugar, available in Cinnamon Toast and Fruity flavors. The Snack Mix products feature a savory mix of Catalina Crunch cereal, protein pretzels, nuts, and more, offering 10g of protein and a “good source” of fiber claim, available in Traditional and Cheddar flavors. Image courtesy of Catalina Crunch
Our Love Affair with Protein
Our consumer trends research shows that American consumers are highly aware of protein and its value to health, turning to protein to support their physical and mental health. Innova’s 2026 Trends Survey asked respondents about the most important factors in choosing protein sources. The leading response, of course, was that the food or drink be high in protein. Other desired features are price, minimal processing, and support of health goals. However, we see large gaps between the percentages of US consumers who are considering specific protein sources and those who currently consume them regularly.
Plant-based foods have a lot of room to grow and evolve as more frequently consumed protein sources. US consumers, especially those in the older generations, prefer whole-food protein sources like legumes, nuts, seeds, and whole grains over plant-based protein alternatives to dairy and meat—although plant-based alternatives are attractive to a subset of US consumers. A small, but steady, portion of those surveyed consume soy products like tofu and tempeh. A solid majority of US consumers also seek “less-processed” plant-based products.
Consumers in the younger generations are driving the desire for more protein. Protein aligns with the attraction of Gen Z and Millennial consumers to products that support positive nutrition (enhancement of nutrition or support of physical and mental functions). Watch for these younger consumers to consume protein outside of traditional meat and dairy sources. They especially seek protein in snacks and in grab-and-go formats like shakes, bars, and powders for reconstitution.
Defi Snacks recently added a Milk Chocolate Peanut Butter Crunch Crispy Superfood Bite to its line of superfood snacks. Other flavors include Dark Chocolate Himalayan Salt, Dark Chocolate, and Milk Chocolate. The snacks combine indulgence and performance, featuring fiber-rich sprouted organic buckwheat, fast-absorbing whey protein crisps for immediate energy, and slow-digesting European-grade casein protein for satiety. Image courtesy of Defi Snacks
Meeting Consumer Expectations
Innova’s tracking of new food and beverage launches shows indexed growth of product launches with protein claims exceeds overall indexed growth of food and beverage launches. Sports nutrition, especially sports powders and sports bars, and dairy are the leading categories with protein claims. Meat snacks are popular with consumers and are targets for innovation.
Innova is also monitoring innovation in beverages, especially products that combine health with indulgence. Protein-rich beverages offer simple, on-the-go solutions for consumers looking to support their nutrition needs between meals. Powdered and RTD coffee drinks, for example, can support energy, provide protein, and feature indulgent ingredients and flavors inspired by cookies or Dubai chocolate. Other dairy drinks, such as milk drinks and drinkable yogurts, are often protein-fortified, a feature that matters more to consumers than do fiber, vitamins, minerals, probiotics, or other functional ingredients.
Other health-focused label claims often accompany protein claims. Fiber and gluten-free claims are most common on protein-rich products. Formulating products with both protein and fiber can help meet the needs of consumers who are managing their weight and seeking both protein and fiber for satiety and gut health. Joint health claims are growing because of increased addition of the protein collagen to products. Innova also expects growth in claims for “GLP-1 friendly” products.
Danone has expanded its Silk Protein lineup with the debut of two new plant-based high-protein offerings, Silk Protein Yogurt and Silk Protein Shakes, joining the Silk Protein milk line launched in January 2026 designed to deliver a nutrient-dense and convenient way to consume high-protein, plant-powered foods with the added benefit of other key nutrients, such as fiber. Image courtesy of Danone
Protein Ingredient Flexibility
Dairy protein ingredients have hit their stride and are the most popular source for protein enhancement. We are particularly interested in the trajectory for whey protein ingredients, including clear whey. Rapidly dissolving clear whey supports protein fortification and enrichment of beverages like hot drinks and soft drinks. Collagen is another trending animal protein ingredient, with benefits for joints and “beauty from the inside.”
The US has the largest share globally of launches with plant protein ingredients, most commonly derived from soy, pea, or wheat. Available forms of plant protein ingredients include:
- Intact
- Isolate, which is about 90% protein
- Concentrate, which is about 70% protein
- Textured, which is defatted and processed to mimic the texture of meat
- Crisps, used to add texture especially to snacks, bars, and confectionery
The introduction of clear pea protein is likely to expand its use as a plant-based alternative to clear whey. Other sources of plant protein, such as fava bean, are growing more rapidly, as are plant-protein ingredients that enhance texture. Innova’s product launch tracking shows that plant protein ingredients are most common in sports nutrition and in meal-related categories like main dishes. We expect to continue to see increased penetration of plant protein ingredients in less typical categories like confectionery.
Innova is actively monitoring innovation in cultured protein and microbial protein ingredients, such as yeast protein, mycoprotein, and animal-free whey protein produced through precision fermentation. These ingredients are likely to gain traction if producers can overcome scale and cost challenges.
Bel Brands USA launched its first GoGo Protein Snack line and GoGo PB&J Stack’d Bites. GoGo Dairy Protein has 10g of protein from milk and fruit, available in Mixed Berry and Strawberry flavors. The dairy-free, plant-based GoGo Fruit Smoothie Protein is made with real fruit, has zero added sugar, and offers 8g of plant protein. GoGo PB&J Stack’d Bites, with a limited release at Walmart, star creamy peanut butter wrapped in real fruit jelly, contain 5g of peanut protein, and come in Mixed Berry and Peach Mango flavors. Image courtesy of Bel Brands USA
Cautiously Bright Outlook
Protein appears to be here to stay, which is good news for protein-rich food and beverage products. Price and cost of meat and dairy protein foods and ingredients may become higher hurdles in the future if prices continue to rise. Innova fully expects collagen to continue its growth, especially in sports nutrition, beauty-from-within products, and supplements. That said, cost-conscious consumers may turn to other sources of protein that deliver similar protein benefits at a lower cost.
Foods and drinks enriched with plant protein could become more attractive as a value proposition for protein intake. Consumers also may seek greater value in food and drink products like protein-rich drinks and snacks that deliver higher concentrations of protein in smaller, lower-priced portions. Shoppers could perceive products that provide protein plus other nutrients and health benefits as offering better value, as well as a more efficient way to meet nutrition needs.
Innova is also actively monitoring ingredient innovation in protein ingredients such as animal-free dairy proteins that can replicate the major protein fractions in milk—whey, casein, and lactoferrin—and their nutritional and functional properties. Innovation could upend and expand the availability of animal and plant protein ingredients.