Protein boom: Why consumers want more protein — and how innovation is rising to meet the demand 

Walk down the aisle of your local grocery store, and you’ll see that protein is now everywhere. From breakfast waffles and cereals to snacks and desserts, consumers can now find a protein boost in nearly every kind of food. According to a 2025 International Food Information Council study, 70 percent of Americans say they want to consume more protein — up nearly 20 percent in just three years.  And they are checking labels for protein. In fact, Cargill’s 2025 Protein Profile research revealed 57 percent of consumers who look at nutrition labels search for protein. 

"Because protein delivers so many important health benefits, people are trying to incorporate more of this key macronutrient throughout the day,” says Cory Lommel, senior consumer insights director for Cargill’s North America food business. “Beef, poultry and other animal protein continues to be a go-to source for main meals, and we are also seeing demand for protein-forward options that fit seamlessly into snacks, beverages and mini-meals." 

Why are so many consumers focused on getting more protein into their diets? Lommel says Cargill’s proprietary protein research further indicates that consumers value the many benefits they believe the powerhouse nutrient brings, including feeling full (satiety), weight management, sustained energy and muscle building. Additionally, health-conscious Gen Z consumers and GLP-1 weight loss medication users who are looking to build and maintain muscle mass are also helping drive the protein trend.  

The shift is fueling a new era of innovation across the food industry. Cargill is helping brands meet this growing demand with protein-forward products that deliver both nutrition and taste.

 

The protein balancing act: how food makers get taste and nutrition just right 

To help consumers meet their protein desires, food companies are taking protein where it’s never been before, launching hundreds of fortified products: protein-packed toaster pastries, barbecue-inspired canned soups and coffeehouse cold-foam and protein lattes, for example.   

But adding protein to everyday food and beverages isn’t as simple as it might sound. Behind the scenes, product developers perform a balancing act to help find the winning mix of protein content, nutrition, texture, shelf life, value and — most importantly — taste.

That’s where Cargill’s food scientists come in. “Consumers are now seeking protein around the clock, from center of the plate entrees, to snacking and even dessert,” says Cordell Hardy, vice president of Research & Development (R&D) for Cargill’s North America food business.  

 

Inside Cargill’s innovation kitchen: finding the right protein recipe for every product

Inside Cargill’s innovation center in Minneapolis, Minnesota, food scientists are actively working on prototypes of new protein-packed products, such as tortilla chips, puffed snacks and even desserts using an array of ingredients and solutions from Cargill.  

“We work with a variety of customers looking for new ideas, as well as start-ups who may not have the experience or scale to execute on their good ideas,” says Cargill food scientist Allie Schneider. “Our customers see us as a reliable supplier that can help them with the challenges of protein fortification using our broad portfolio.”  

For decades, food manufacturers have used extrusion technology to create craveable, light and airy puffed snacks and cereals. Today’s challenge is how to create a puffed snack enhanced with protein.   

“The tricky part is that adding protein to a puff usually weighs it down. All the good things about protein actually make it more challenging for expansion,” notes Cargill food scientist Lily Schmike.   

The solution: helper ingredients.  

“We pair a specific line of pea protein with a Cargill native starch to generate that satisfying crispy, crunchy texture,” Lily explains. 

 

Cracking the code: how Cargill keeps protein-fortified foods delicious

Getting taste right is another challenge that comes with protein fortification. Lily is also working on another project to enhance the protein content of a tortilla chip. 

“People are very familiar with the taste of tortilla chips, and they don’t want something unexpected,” Lily explains. “That doesn’t leave a lot of wiggle room for us to cover any off notes or reduced crunch the protein might add.”  

The science is in selecting the right ingredient mix from Cargill’s wide portfolio of plant-based proteins, which all function differently.  

In this case, Lily combines Cargill’s corn masa plus PURIS pea protein to pack in 10 grams of protein per serving. To finish the chip with the salty taste the consumers expect, she uses Cargill’s unique Alberger® salt, which helps to reduce sodium content by 45 percent. 

 

Sweet innovation: how food scientists are bringing protein to desserts

Perhaps one of the most unexpected places where protein is showing up is in desserts.  

“Our research shows that nearly 90 percent of consumers indulge in a treat at least once a week. They want us to help them find a way to feel better about it,” says Cargill food scientist Devon McDonald.  

To do so, Devon designed a macaron with an almond-protein filling and Peter’s® Chocolate caramel swirl. The real innovation comes next: dipping the macaron in a cocoa coating made with whey protein, which helps deliver eight grams of protein per serving, about four times more than a traditional macaron.  

“The greatest breakthroughs improve nutrition and sensory attributes," says Cordell. "Innovation succeeds when science makes food better overall."