The news: Eating less protein could promote healthier aging and potentially extend lifespan, according to a July University of Wisconsin research analyzing more than 350 studies. Researchers found that protein restriction can improve metabolism and reduce inflammation and cellular damage for most adults—though older adults, pregnant women, and regular exercisers may benefit from higher intake.
Why it matters: Even as new research challenges the “more protein is better” mindset, consumer interest and consumption in high-protein foods continues to climb.
Google searches for “protein” in the US hit a record high in January, according to the New Consumer’s Consumer Trends 2026 mid-year report, while 57% of US adults have actively tried to consume more protein in the past year.
The push to protein is being driven by GLP-1 users, younger generations, and physically active consumers:
- More than one-third (35%) of GLP-1 users are buying more packaged protein, and 34% are buying more fresh protein since starting the medication, according to PwC’s GLP-1 Usage and Attitudes survey in May. Healthcare providers advise users to prioritize protein during treatment because it can help preserve and build muscle during rapid weight loss.
- Nearly two-thirds (65%) of millennials and 60% of Gen Zers are actively trying to add more protein to their diets compared with 52% of Gen Xers and 42% of baby boomers, per New Consumer.
- 71% of consumers who exercise four or more days per week are trying to increase protein intake compared with 45% of all respondents, per New Consumer.
Food and beverage brands are moving to meet the demand. Walmart and Target added high-protein products as part of broader wellness pushes, while Dunkin’, Starbucks, and Subway have all introduced high-protein options this year.
The opportunity is clear: 40% of US adults say high-protein product labels are most likely to drive grocery purchases, per a December 2025 Zappi survey. Even cost-conscious consumers are prioritizing protein: almost one-third of financially strained consumers worry about not getting enough protein, per a June Mintel US Consumer Approach to Protein report.
