Consumers are getting pumped up on protein, “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 reports 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.”
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