The consumer is getting pumped up on protein.
People “are eating more protein than ever, with 61% of consumers increasing their protein intake in 2024, up from 48% in 2019,” according to Wayzata, Minnesota-based Cargill’s 2025 Protein Profile. The driving force behind this: GLP-1 drugs.
Protein has “expanded from being the star of dinner plates to becoming a staple across all meals and snacks,” the report said, adding that 74% of consumers say eating meat is an important part of their diet.
Richard Poye, founder of Nashville-based Food Trends Think Tank, said increased protein consumption is an opportunity where convenience retail has an edge.
“Unlike traditional grocery or restaurant channels, convenience thrives on single-serve, portable and impulse-driven occasions, precisely the formats where modern protein products shine,” he said. “From high-protein offers that span energy bars, ready-to-drink shakes, to indulgent options that resemble chocolate bars, and foodservice, convenience stores are perfectly positioned to meet consumer demand for fast, on-the-go fueling.”
And with 74% of consumers actively prioritizing protein in their diets, Poye added, “That leaves a significant growth opportunity within the 25% of Americans not yet focused on protein consumption.”
C-stores like SunStop, Weigel’s and Alltown Fresh are taking note, calling out protein in their foodservice and snack sections.
GLP-1 spurs protein surge
GLP-1 drugs are behind the rise in protein, the Cargill report said.
“Consumers using GLP-1 medications for weight loss often focus on high-protein foods to manage satiety and energy without excessive calorie intake,” the report said. “While increased usage of GLP-1 medications typically means decreased overall food consumption, it also opens opportunities for companies to adapt existing products and create new ones that focus on the protein and nutrient needs of the GLP-1 user.”
Michelle Weckstein, director of food and beverage brands for Southwest Georgia Oil Co., which owns 81 SunStop convenience stores, said they recognized the GLP-1 diet phenomenon early on.
“Not only was everyone talking about it, but we were also watching an abundance of commercials targeted at weight loss on social and on TV,” Weckstein said. “It was not surprising when we learned drugmakers had spent over $1 billion on ads in 2023 and invested a significant amount of their advertising spend promoting GLP-1 drugs in the first two months of 2024.”
The Bainbridge, Georgia-based company decided “early on to strategically call out prepared food and retail items with high levels of protein,” Weckstein said.
“We placed signage on our hot deli case with the number of grams of protein for each item on the menu,” she said. “This year, our LTOs have been centered around proteins. For example, our current LTO is the Bacon Egg and Cheeseburger, and we will launch a Southern Sausage Ball appetizer in the next promo period.”
SunStop, like other c-store chains, hasn’t stopped at its prepared meals but rather promotes GLP-1-friendly foods and protein in other areas, placing identifiers on products throughout stores and creating GLP-1- and protein-friendly sections in its cold merchandisers, Weckstein said. This strategy created a lift in sales of meat and cheese snacks, hard-boiled eggs, yogurt and protein drinks, she said.
Weigel’s calling out protein amounts
Powell, Tennessee-based Weigel’s, which has 83 c-stores, has started calling out the amount of protein in its roller-grill products on product identification cards, said Ryan Blevins, director of food and beverage innovation.
“And as we change over any identifying product signage in our stores, we will add the protein amounts or indicate that the product is a ‘good source of protein,’” Blevins said.
Blevins added that when it comes to food innovation, the company will be more mindful of giving customers a variety of “great-tasting protein-filled options.”
“We just recently introduced a pork tenderloin sandwich and biscuit, of which both have 15 grams of protein,” he said, adding that in September Weigel’s introduced the Big Italian Roller (pictured) to its roller grills.
“It is essentially a high-quality meatball, made with beef, pork, ricotta and Romano cheeses, shaped to roll on the roller grill, and has 12 grams of protein,” he said.
Protein-based products over the past year have continued to play a central role in sales growth at Chillbox c-stores, owned by New Haven, Michigan-based Bazco Oil. The chain’s grab-and-go, made-in-house sandwiches “are doing very well for us,” said Fady Bazzi, Chillbox operations manager and co-owner. “The buffalo chicken wrap, with 35 grams of protein, and turkey wrap, 25 grams of protein, are leading the way with double-digit growth.”
Snacks also in the game
While the number of protein-heavy offerings are growing in foodservice, the count in snacks appears to be even greater.
At Waltham, Massachusetts-based Global Partners, which owns 364 stores including Alltown Fresh, protein-forward snacks continue to be a strong and growing category, particularly in North America where the segment is expanding about 9.9% compound annual growth rate (CAGR), said Jac Moskalik, vice president of culinary services and innovation, citing data from Legendary Foods, Santa Monica, California.
“Within this space, protein chips and crisps are emerging as high-growth products, showing around 8% CAGR, and represent a key area of innovation for savory snack alternatives,” Moskalik said. “In some cases, we’re seeing protein-forward snacks significantly outperform traditional snacking items. This growth is largely fueled by consumer demand for health-conscious, functional and convenient options, signaling a broader shift away from conventional sweet and salty snacks.”
Global Partners’ chain of convenience stores has enjoyed year-over-year growth in protein-focused products, she added. “While core drivers include energy bars and meat sticks, we’re also seeing strong momentum in newer protein-rich formats such as chips, popcorn, pretzels, beverages and sweet baked goods—including muffins, cookies, and protein-enhanced toaster pastries.”
Brands contributing to this growth include Barebells, Built, Legendary, Cabot, Quest, Sweetwood and others, she said.
Chillbox also sells prepackaged high-protein snacks
In addition to the aforementioned made-in-house offerings, Chillbox has an array of prepackaged high-protein snacks, for which consumer demand has shown “no signs of slowing, and our category performance reflects this momentum,” Bazzi said.
The chain’s largest dollar-growth subcategory in snacks, meat snacks, delivered a 4% increase in sales year over year (YOY) from July 31, 2024, to July 31, 2025, “reinforcing their status as a cornerstone of our snack assortment,” Bazzi said. “At the same time, protein bars led the way in unit movement, achieving an impressive 11% (YOY) volume increase—the strongest growth rate across all our protein-focused offerings.”
Chillbox also has added Pro-Go Protein Packs from Prime Foods in its grab-and-go sets that are proving to have staying power, he said.
Bazzi said Chillbox has built this success with protein “on a strong foundation of powerhouse brands that our customers know and love.” This includes Met-Rx Bars, Gatorade Protein Bars, One Bars, Muscle Milk Shakes, Core Power Shakes and Nesquik Protein Milk.
“This past year, we expanded our protein planograms further by adding an exciting lineup of new brands such as Clif Builders, Fitcrunch, Barebells protein bar, Built Puff protein bar, Quest Protein Cookies, Lenny & Larry’s Complete Cookie, Premier Protein Shakes and Oikos Protein Shakes,” he said.
“Recognizing this shift in consumer preference, our expansion strategy has been deliberate—curating a broad mix of trusted classics and on-trend newcomers to meet evolving customer needs,” Bazzi said. “This has allowed us to satisfy a wider range of taste and dietary preferences and position ourselves for sustained growth in the protein segment.”
He added that as shoppers continue to seek snacks that combine convenience, flavor and nutritional benefits, “Our investment in protein-based products ensures we remain ahead of the curve—delivering the products customers want, when and where they want them.”
In addition, Chillbox has launched its own Chillbox Beef Sticks in two flavors: Mild and Hot & Spicy.
“By introducing our own branded beef sticks, we’re not only expanding our protein snack lineup but also creating a unique product that’s exclusive to Chillbox—giving customers another reason to choose us first for quality, flavor and convenience,” Bazzi said.
At SunStop locations, they’ve also added protein-fortified items including some of the products mentioned above, Weckstein said. “These products, along with our traditional meat snacks, provide a variety of options for our customers seeking out quality protein snacks.”
Plant-based protein helps momentum
The broadening use of plant-based proteins adds further momentum, consultant Poye said.
“Ingredients like pea protein are accelerating the ‘proteinization’ across multiple categories and offer an alternative to animal protein,” he said. “Advances in plant protein formulation have also solved earlier taste challenges, making these options more appealing. This formulation evolution comes at a time when meat prices continue to climb and shrinkflation reshapes how shoppers buy and portion animal proteins.”
C-store giant 7-Eleven, Irving, Texas, which has 12,600 stores, for example, sells vegan protein shakes including the Koia brand—as well as Graze Veggie Protein Power Pack.
Health drivers are equally powerful, Poye said. “Older consumers are being urged to increase protein intake to maintain muscle mass,” he said. “Users of GLP-1 medications are counseled to prioritize simple, high-quality proteins such as eggs, chicken thighs and cottage cheese. Meanwhile, younger, social media-influenced shoppers are experimenting with new protein formats at higher rates than older generations. Across all groups, one factor remains constant: price matters.”
Convenience retailers sit squarely at the center of these shifts, Poye said.
“By leaning into high-protein breakfast drinks, indulgent snacks and clearly labeled grab-and-go foodservice items that highlight protein grams per serving, c-stores can respond directly to evolving consumer needs,” he said. “The channel’s unique strength lies in offering quick, simple and affordable protein solutions that fit seamlessly into busy lifestyles.”
Poye called protein “the new currency of health, and convenience is its most natural marketplace.”
“By strategically curating selections, prioritizing beverages, snacks and grab-and-go food offers that emphasize protein content on packaging, convenience retailers can redefine how consumers fuel their day: fast, affordable and protein-forward,” he said.
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