Stat: Millennials and Ozempic drive high-protein food boom

Global – Consumer interest in health and weight loss, particularly among Millennials, is boosting sales of high-protein packaged foods and beverages, according to an industry report by William Blair.

The report states that from 2021 to 2023, sales of high-protein products have grown at an annual rate of over 7%, reaching £23bn ($30bn, €28bn) in 2023 (based on data from the analytics company Circana). Figures also cited from Brandwatch confirm the trend and indicate a surge in online searches and discussions about high-protein diets, with 52% of mentions coming from Millennials aged 25 to 40. 

Health and fitness goals are the primary drivers of this behavioural shift. Euromonitor International’s Health and Nutrition Survey found that people follow high-protein diets mainly to improve fitness and health. Additionally, those on GLP-1 weight loss drugs such as Ozempic, Wegovy and Zepbound are increasing protein intake to counteract muscle-mass loss.

William Blair analysts note: ‘Consumers increasingly want to live fit and be well, and are voting with their pocketbooks for higher-protein foods and beverages.’ For more insights on what’s new and next for high-protein food, head to our Functional Feasting macrotrend report.