Protein-packed popcorn, anyone? In April, Khloé Kardashian joined the protein boom with the launch of Khloud, a snack brand making its debut with three popcorn flavours sprinkled with a signature Khloud dust, a milk protein seasoning boasting seven grams of protein per serving.
“Investing in protein felt like a natural next step for me, both personally and professionally,” Kardashian tells Vogue Business. “Khloud was invented because I saw a real gap in the market. It’s not that we needed another protein shake or bar, but we needed something with protein in it that felt familiar, was convenient, had real ingredients, and actually tasted good.”
We are in the middle of a protein craze, as even a cursory glance through social media or walk through a grocery aisle will quickly confirm. Wellness influencers such as Peter Attia, Massy Arias and Dr Mark Hyman regularly extol the virtues of the macronutrient on their platforms (and often sell or invest in protein brands themselves). A broad range of food products, from ice cream to Annie’s Mac Cheese to Cheerios, are now available in protein-enhanced iterations, while American wellness havens such as grocery retailer Erewhon and fitness studio Barry’s regularly unveil protein shake collaborations with celebrities such as Kacey Musgraves and Kourtney Kardashian. Proffee (protein plus coffee) is trending on TikTok, while beauty supplement brands deliver regular fresh formats of protein products — just try Welle’s new HydroProtein Elixir Protein Water. In a 2024 US consumer survey by Food Insight, 71 per cent of respondents said they were trying to consume more protein, up 12 per cent since 2022.
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The drivers behind the protein boom
For years, protein supplements were associated with bodybuilders and fitness enthusiasts, typically sold in health food shops and gyms in plastic tubs with blunt utilitarian labels. But in the mid-2020s, the market has expanded to include every type of wellness subset, from longevity devotees looking to optimise their healthspan, to menopausal women aware that their body needs more protein, to those using GLP-1 drugs who are trying to preserve muscle mass while losing weight.
Huel was launched in 2015 as a complete meal-replacement powder with protein vitamins, minerals, fats, carbs, fibre and phytonutrients. The company has seen steady growth since launch, with sales more than tripling in 2024. CEO James McMaster attributes a large part of this growth to a cultural shift sparked by the Covid pandemic.
“I think the under-reported trend is that since Covid there’s been a greater shift in how people think about health, wellness and even mortality,” he says. “People want high-protein options that support your immune system, skin, hair, muscle mass, longevity — and reduce cravings.” Some protein-packed products on the market include: Crave candy-like protein gummies, Vital Proteins protein capsules, Slate protein-enhanced iced coffee, David flavoured protein bars in sleek packaging, and Iconic pre-made protein shakes.
McMaster notes the growing number of people using GLP-1 inhibitors. “What the macro trends show is that while the number of people on GLP-1s is still relatively small, that number will grow,” he says. “What happens when people take these weight loss drugs is that they consume fewer calories, and their doctors and nutritionists tell them that these calories become so important — that they need high-protein, high-fibre foods that are rich in vitamins and minerals.”
GLP-1 users report cutting food and beverage purchases by 11 per cent, particularly in categories like high-calorie snacks and alcohol. According to a study in Science Direct, the only categories expected to grow are vegetables, water and high-protein foods such as fish and nuts — and that’s exactly where protein-enriched wellness products come in.
This may not be the right health choice, however. According to nutritionist Marion Nestle: “The protein craze is especially silly because most of us already eat far more than we need. Healthy diets depend on everything you eat, not just protein.” While supplements can offer a healthy addition to a diet, they may not (as often suggested on social media) be a necessary one.
Nestle predicts that, like most dietary fads, the protein obsession will fade. “We’ve seen this before,” she says. “First, it was low-fat everything, creating the Snackwell phenomenon (no-fat cookies, high in sugar). Then, it was low carb, with even salad oils having low-carb signs on their labels.”
The wellness market has long profited off consumers’ desire for an all-in-one, easy-to-use answer to improved health — probiotics, IV drips, mushrooms and ice plunges are just a few of the many wellness obsessions. But while the initial buzz among these trends might fade, they still remain part of the market — and protein’s particular resonance with a variety of wellness subgroups, such as GLP-1 users, longevity devotees, pregnant and menopausal women, may give it staying power.
The future of protein consumption
How can brands respond to the protein phenomenon in a way that is impactful and forward thinking? Kardashian’s Khloud points to a marketing approach that more brands are embracing: introducing novel, snackable formats that make protein consumption feel seamless, even indulgent, while focusing on ‘clean’ formulations that speak to today’s label-conscious consumers.
“I was searching for a way to consume protein that felt like a real snack — something convenient, familiar, and something I could feel good about giving to my kids,” Kardashian says. “I love snacking, but how amazing is it when a snack has some sort of nutritional value to it?” The fact that Khloud is made from whole-grain, Nebraska-sourced corn is another selling point.
The wellness industry has a somewhat fixation with clean ingredients. Protein products up until this point have often been made with artificial sweeteners and dyes (and, according to one Harvard Business School study, toxins), suggesting a market primed for a clean up. As the MAHA (“make America healthy again”) movement gains traction in the US with a promised crackdown on “ultra-processed” foods, that move may materialise faster.
Some brands already capitalising on the trend include Kroma, a range of high-protein, functional foods that retails at fitness club Equinox. Customers can purchase a “high-protein bundle” of products including chicken bone broth with 12g of collagen protein and super porridge with 8g. Likewise, Bill Gates-backed Nature’s Fynd makes protein patties out of fungi protein discovered in the geothermal springs of Yellowstone National Park and now grown via fermentation.
Influencers championing the trend include Ballerina Farm founders Hannah Neeleman and Daniel Neeleman, who have over 10 million followers on Instagram thanks to their country-living aesthetic. Their newly launched “ingredient-conscious” protein powder is made with calf-first sourced bovine colostrum, which the pair began drinking when they acquired their farm’s first milk cow, Dandy. The Be Well protein powder by nutrition influencer Kelly LeVeque, meanwhile, is promoted as being made from Swedish grass-fed beef protein free from artificial additives.
Another route for innovation is tailoring protein products to specific demographics — from GLP-1 users to pregnant women. Brands investing in this include Ritual, which creates protein powders and supplements for pregnant and post-postpartum women. Prolon has a longevity-focused protein powder that is formulated to ensure low levels of IGF-1, a pathway known to accelerate aging. Innermost retails specialised protein for a range of concerns including weight loss and immunity.
Some brands are exploring the possibility of using tech and tracking devices. Levels, a health-tracking platform co-founded by President Trump’s appointed surgeon general Casey Mean, offers a protein-tracking feature. 10X Health’s Precision Genetic Test offers personalised insights into protein metabolism.
Peter Rahal, CEO and co-founder of David Protein (backed by Attia), says: “We see the protein market continuing to grow, but also becoming more sophisticated. As weight loss drugs like GLP-1s become more mainstream, there will be increased focus on muscle preservation and nutrient density, which puts high-protein and low-sugar foods at the centre of the conversation. Consumers are also becoming more discerning. It is no longer just about total protein grams, but about quality, digestibility and format.”
Jennifer Creevy, director of food and drink at trend forecasting agency WGSN, agrees. “Protein will continue its proliferation across categories, but the opportunity going forward is to look towards more built-in balance,” she says. “Interest in fibre is rising, and while protein will remain a key consumer demand, getting the correct ratio of fibre, fats and proteins for long-term health will become more of a focus. Rising awareness around fibre’s role in satiety, blood glucose stabilisation, inflammation and overall well-being — as well as GLP1 users’ increased need for fibre supplementation — will drive it to the mainstream.”
But one characteristic of the protein boom remains unchanged: the importance of convenience. “I see my kids’ teachers using Huel,” says McMaster. “It’s the same with doctors, nurses, firefighters — people in jobs where access to good food can be limited.”
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