Restaurant chains are joining in on the protein frenzy, hoping to encourage diners to pay more for extra macronutrients during a time when many consumers aren’t spending as much.
From “gym bros” to users of GLP-1 drugs like Ozempic, many Americans are trying to add more protein to their diets, with the goal of building or maintaining their muscle mass and feeling more satiated after meals. Moreover, diet trends that don’t emphasize protein intake, such as the ketogenic diet, have fallen out of favor.
“A lot of younger consumers are more proactive about their health habits, so they’re looking for ways to support health now but also to support their health in the future,” said Julia Mills, a food and drink analyst for market research firm Mintel. “Generation Alpha, Gen Z, millennials — these consumers are very active on social media, so they’re constantly being fed this message that you need more protein, and protein helps you gain muscle and makes you stronger.”
Roughly a third of consumers said they loved high protein in the second quarter of 2025, up from 24% three years ago, according to Datassential, which tracks restaurant menus and consumer preferences.
The trend has fueled a protein takeover in grocery store aisles, from protein-packed Eggo waffles to Khloe Kardashian’s Khloud protein popcorn.
