Babybels and bagels. Doritos and doughnuts. Even water. No product is too outlandish to have a dose of protein engineered into it these days. And consumers can’t get enough.

According to NIQ, 57% of UK shoppers are following a high-protein diet to some extent, and protein-based foods saw considerable growth in the second half of 2025 (+9.6%) – well ahead of total fmcg growth.

And with Sainsbury’s searches for “high-protein meals” and “high-protein cereal” up by 1,200% and 153% respectively year on year, data from market researcher Technavio suggests the global high-protein product market could experience up to $57bn of growth between 2025 and 2030.