What’s trending in protein? How brands can prosper from fast-evolving F&B market

Global consumer demand for higher protein intake continues to expand and diversify — but food and beverage brands must do more than simply promise protein boosts on product packaging to stand out in an increasingly competitive market. 

Brands should target protein claims in combination with at least one other health benefit. Physical health benefits could include sports performance, weight, or healthy aging, while mental benefits could include focus, energy, or clear thinking.

Innova Market Insights has found that weight management is now the third most common reason why global consumers want more protein, topped only by sports performance/recovery and immunity demands.

However, the market researcher’s data shows that only 5% of new F&B launches with a protein claim also feature a weight management claim (Global, Jul 2024–Jun 2025). Lu Ann Williams, global insights director at Innova, says this is a “missed opportunity” for brands.

Williams was speaking during a recent webinar in which she unraveled Innova’s top F&B trends. “Powerhouse Protein” was identified as the leading industry trend for 2026.

GLP-1 spurs protein opportunities

The surge in GLP-1 drug use is reshaping weight management and nutrition. These appetite-suppressing treatments lead to reduced calorie intake and potential muscle loss, increasing demand for high-protein, nutrient-dense foods that help maintain lean body mass.

“Protein related to weight management is a big topic. If you lost weight, you would lose muscle mass, but now with all the discussion around GLP-1, it’s become a core aspect of what’s happening in the industry,” says Williams.

“As people eat less food, especially those on GLP-1s, they’re going to have to eat more nutrients, and protein and fiber are going to be really important, so that’s a big opportunity for the protein space.”

Although F&B product launches with both a protein and weight management claim are uncommon, there is significant market growth — 29% (Global, Jul 2023–Jun 2024 vs. Jul 2024–Jun 2025), Innova data suggests.

A standout example is Danone’s Oikos Fusion, designed to help build and retain muscle mass during weight loss.Danone’s Oikos Fusion, crafted for strength, recovery, and balance during weight management plans (Image credit: Innova Database).

Protein kicks and health claims

Innova found that 3 in 5 consumers globally say they actively include more protein in their diet (14,000 consumers surveyed across Brazil, Canada, China, France, Germany, India, Indonesia, Mexico, Spain, the UK, and the US).

“For the last two years we’ve been talking a lot about ingredients — this year is no different,” says Williams.

“Ingredients are so important, and a lot of it has to do with the way that we are consuming media — we watch a lot of shorts on Instagram and YouTube where we’re getting bite-sized pieces of information, so there’s not a lot of time to go into a lot of things. It will be ‘you should have protein,’ and ‘you should lift heavy weights,’ or ‘you should have creatine for your muscles or for your brain.’”

“One thing that has changed — it’s not enough to just slap protein on a product, you have to talk about what’s different about it. This year, we see an increase in F&B launches with protein plus one other health claim.”

“Everything now is about taking this more holistic approach, and it’s not just about protein, but ‘better absorbable protein’ or protein related to another benefit.”

The market intelligence firm has tracked a 32% growth in new F&B product launches featuring protein and at least one health claim (Global, Jul 2023–Jun 2024 vs. Jul 2024–Jun 2025).

Vybey’s Complete Nutrition Bar, for example, combines high protein with gut-friendly prebiotics and vitamins D and B, supporting digestion, focus and memory, and overall well-being.Vybey’s Complete Nutrition Bar blends gut-friendly prebiotics with vitamins D and B for all-round focus, digestion, and well-being (Image credit: Innova Database).

Protein ingredient innovation diversifies

Protein continues to stand out as a wellness powerhouse, with Innova’s top trend highlighting how global demand for protein has spread across formats and occasions. Over the past year, milk and milk drinks have ranked as the number one product with protein claims that consumers say they have purchased.

At the recent SupplySide Global 2025 trade show in Las Vegas, US, Arla Foods Ingredients, FrieslandCampina Ingredients, and other ingredient leaders explained how they are developing high protein solutions that offer additional health benefits.

Meanwhile, the alternative protein sector is rapidly diversifying as innovators push beyond first-generation plant-based meat and dairy analogs. Food Ingredients First explored some of the latest alt-protein innovations at Anuga 2025 in Germany.

Precision fermentation may be a key puzzle piece in the global protein transition, particularly in the dairy segment. The advanced technology was a headlining theme at The Future of Protein Production summit in the Netherlands.