From beef to chicken to eggs, one thing is top-of-mind for consumers: more protein is essential to a healthy diet.
This has emerged loud and clear from Cargill’s latest annual Protein Profile, which dives deep into the trends, behaviors and cultural shifts driving the demand for protein in 2025 and beyond. In this report, the company’s North American food team uncovers consumer preferences and cultural dynamics, packed with vital insights for food companies.
For years, social media platforms such as Instagram and TikTok have been driving conversations about the crucial role of protein for physical and emotional well-being, with new diet trends creating ‘social subcultures of protein,’ a term Cargill coined to describe the phenomenon. This data is invaluable to retailers, foodservice operators and brands for how to position protein for consumers.
“The rise of social media has significantly influenced dietary and eating patterns, creating a unique opportunity for food brands and foodservice operators to capitalize on these trends. By collaborating with influencers who promote specific diets, such as the carnivore diet, brands can reach targeted audiences and create authentic content that showcases their products.”
Glendon Taylor
Marketing Director, Cargill Food
The Protein Preference Shift
People are eating more protein than ever, prioritizing it at every snack and meal, with animal protein such as meat and poultry reigning as the top choice. A strong 74% of consumers say that “eating meat is an important part of my diet.” U.S. meat consumption is projected to reach 269 pounds per capita by 2027, up from 258 pounds per capita in 2023 and 240 pounds per capita in 2018, according to Innova Market Insights.
Despite inflation and rising food costs, the demand for protein remains high. Budget-conscious shoppers are opting for cost-effective proteins like ground beef and chicken, leveraging discounts, loyalty programs and private-label brands to maximize savings. When consumers dine out, they’re looking for foodservice to offer something unique that they cannot recreate at home on their own. Foodservice operators are taking note, with 65% saying they planned to position new LTOs as value offerings in Q2 2024 (up significantly from the prior 2 years).
Protein: The New Driver of Wellness
The benefits of protein go beyond physical health, with consumers increasingly regarding protein as essential for mental focus, emotional well-being and longevity. Protein is viewed as helping people become better parents, partners and employees — an ingredient in their personal and professional goals.
Consumers report the top five benefits of protein as: providing energy, tasting good, promoting satiety, effectively meeting nutritional needs and helping build or maintain muscle.
Many consumers are looking for beef products that satisfy dietary restrictions, too. Between 1-in-3 and 1-in-4 beef consumers are interested in beef products that qualify as kosher (32%), Whole 30 (28%), paleo (24%) and halal (23%).
Consumers and Labels: Where’s the Protein?
Shoppers are increasingly focused on protein content, with 57% of label readers specifically checking protein information. A significant 62% of parents are willing to pay more for products labeled as a “good source of protein.” Half of fresh beef consumers say that the claim ‘excellent source of protein’ is an ‘extremely’ or ‘very’ important factor in their purchasing decision.
The Snackification of “On-the-Go” Protein
As consumers seek convenient, grab-and-go snacks, demand for protein-rich options has surged — 63% actively look for protein when choosing snacks. Fully cooked meats, protein bars and shakes are viewed as easy ways to meet protein needs with busy lifestyles. A range of demographics looks to protein snacks to sustain energy levels and manage hunger between meals, valuing them for an overall balanced diet.
Young consumers are more likely to snack on the go. For example, 40% of Generation Z, 36% of Millennials, 30% of Generation X, and just 16% of Boomers snack away from home more than once a day.
Stress and tension relief is an important driver for young consumers to snack, with 23% of Generation Z and 25% of millennials snacking to relieve stress. The food industry is now seeing enormous growth in portable options such as jerky, ready-to-heat meats, protein bars and shakes. This is especially true for millennials and Gen Z, who desire value, convenience and quality of ready-to-eat and easy-to-prepare protein options — ideal for their busy lifestyles.
Tapping trends, insights for action strategies
The food industry can pursue opportunities identified in this data in a range of ways.
-
Retailers:
-
Promote digital assets on your website and app to highlight high-protein offerings and protein’s nutritional value.
-
Target baby boomers with promotions and in-store events on premium, health-focused protein products.
-
Link promotions to trending diets on social media, such as paleo and carnivore, to attract health-conscious consumers.
-
-
Foodservice:
-
Center marketing efforts on high-protein meals to attract health-conscious consumers and highlight the nutritional benefits of protein.
-
Utilize limited time offers (LTOs) for animal proteins and unique dishes like beef or fish to create memorable dining experiences and drive sales.
-
Engage in social listening to stay updated on culinary trends and develop menu items that resonate with current consumer preferences.
-
-
Brands:
-
Emphasize the benefits of protein by reinforcing its role in providing energy, enhancing taste, promoting satiety, and supporting weight management.
-
Make protein content prominent on labels to help health-conscious consumers easily identify protein-rich products.
-
Harness the power of social media to directly engage with consumers, particularly Gen Z, and influence their eating habits.
-
The Protein Takeaway
“Protein continues to be critical to people’s diet as it fulfills important needs such as energy, weight management, and mental focus. These are evergreen needs that I expect will be important for the long-term.”
Cory Lommel
Director of Consumer Insights, Cargill Food
With meat, poultry, dairy, and other animal proteins high on consumers’ shopping lists, new opportunities are emerging for food companies. Access these meaningful protein trends and put them into action. Read Cargill’s 2025 “The Protein Profile.”
