Mon, 06 Oct 2025

Mon, 06 Oct 2025 Food firms scramble to meet the high-protein craze

The dairy industry rallies and start-ups emerge thanks to the fashion for high-protein foods.
High-Protein Craze Sweeps Food Sector A growing number of consumers are prioritizing protein-rich products, with sales of high-protein foods increasing by 4.8% between March 2024 and March 2025 in the US. This trend is driving demand for dairy products such as milk and whey protein, which are being marketed as natural and healthy. Marketing vs Science However, nutritionists argue that this focus on protein is largely driven by marketing rather than scientific evidence. They point out that most people already consume enough protein to meet their needs, and that excessive consumption can lead to health problems such as cancer. Plant-Based Alternatives Struggle The popularity of high-protein products has also led to a decline in sales of plant-based milk alternatives, which are struggling to compete with the perceived naturalness of dairy products. Companies are responding by reformulating their products to include more protein and highlighting this on packaging. New Players Enter Market A number of new companies are entering the market, including Verley, a French startup that produces high-protein powder using fermentation technology. This product is targeted at nutrition-conscious consumers who want specific forms of protein, such as beta-lactoglobulin, which is high in leucine. Expert Opinions Divided Experts are divided on the benefits and drawbacks of the high-protein trend. While some argue that it is a healthy choice, others point out that most people already consume enough protein to meet their needs and that excessive consumption can lead to health problems. Marketing Takes Center Stage The success of high-protein products has been driven by marketing efforts rather than scientific evidence. Companies are responding to consumer demand for specific forms of protein, such as beta-lactoglobulin, which is in high demand due to its potential health benefits. Fickle Consumers Consumer demand for high-protein products can be unpredictable and fickle, with social media playing a significant role in shaping trends. This makes it challenging for companies to keep up with changing consumer preferences and demands.
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