The protein boom: discussing food trends and marketing

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90 min
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1

Think about these questions before watching. Share your ideas with a partner.

  1. Beyond just high-protein products, what other food or diet trends have you noticed gaining popularity in your country lately, and what do you think is driving their appeal?
  2. When you're grocery shopping, how much attention do you pay to health claims on packaging, such as 'high in protein,' 'low in fat,' or 'organic'? To what extent do these claims influence your decision to buy a product?
  3. If you were to change your diet to be 'healthier,' what would your priorities be (e.g., eating more vegetables, less sugar, more protein)? Explain why you would focus on those particular aspects.
2

Watch the video from 3:15 to 8:00. Pay attention to the main ideas, key vocabulary, and examples in this section.

Video script199 segments · click a timestamp to jump

Protein packed food now seems to be everywhere you turn.

From the biggest TV shows.

Dude, a protein shake, I said let's buffin you up.

To fitness influencers.

30g of protein.

This is the fastest way to get over 100g of protein in one meal.

And celebrities. This guy is my my favorite protein powder.

One thing is for certain, protein is at the center of the

cultural conversation.

A 2025 Bain survey found that 44% of U.S.

respondents said they want to increase their protein intake.

That's a ten percentage point increase from the same time in

2024. And now it seems like every big business and corporation is

trying to capitalize on the obsession.

Over the past couple of years, General Mills has rolled out high

protein versions of some of its most iconic brands,

like Cheerios and Wheaties or Annie's Mac and Cheese,

and there are smaller brands, too, like Magic Spoon cereal.

Between 2020 and 2024, General Mills had 78 protein

related patents that published.

Which is 50% more than five years prior,

according to data from PitchBook.

Pasta maker Barilla rolled out protein rich pasta back in 2005,

but the company says the mainstream adoption of high protein foods has

especially benefited the brand as of late.

What we've seen in the last three years is demand that,

like we haven't seen before in the double digits.

It has been unprecedented.

So why are there so many brands going all in on protein?

And is this trend here to stay?

One of the most interesting aspects of this trend, from the retail side

of things, is the wave of nontraditional players entering the

space. It's created opportunity for things like this:

protein packed ice cream.

We sell a pint every 3.5 seconds right now,

which is like really crazy cool.

I think, you know, last year we were sub $100,000 in

revenue, and now we're on our way to $20 million in revenue this

year.

Protein pints was founded in 2023 by best friends Paul Reiss and

Michael Meadows. In less than a year,

the brand went from being sold in just 14 stores to over 7000

nationally, including in Target and Kroger.

Ten, 15 years ago, it was hard to find something with

protein that actually tasted good.

But now, today, there's companies like us when we're bringing ice

cream to the table and people can actually enjoy it.

While Protein Pints is an up and coming brand.

Some of the biggest companies in the world are reformulating their

legacy products to enhance their protein content.

Food is marketing.

I, I teach this in all of my classes.

I teach this in my clients.

We eat emotionally.

Marketing attracts us and that's what makes it exciting.

When a company says, yeah, this is a product that we've

had for decades, maybe we will say,

and now we're high protein, or now we are full of protein,

and that brings it back off the shelf.

That's the decades long playbook of conglomerates like Kellogg's and

General Mills.

We have protein news in most of our categories.

We now have a $100 million business in cereal and protein,

things like Cheerios protein and Nature Valley protein.

We have the biggest protein bar in the bars category in Nature Valley

protein.

Kraft Heinz, on the other hand, has revamped the packaging of

things like Lunchables to showcase its protein content.

Even Starbucks is testing high protein cold foam on its coffees,

and West Coast coffee chain Dutch Bros.

Rolled out protein coffee about a year ago.

That is so good.

So this protein trend is moving well beyond just the grocery aisle.

We're not just talking about grocery stores. We're not just

talking about in restaurant, but we're actually talking about a

lot of the gyms. Lifetime fitness, one of the companies that I cover,

actually has its own supplement line that it's been really trying

to promote and push and prioritize.

And so what you're seeing now is the capitalization on that.

Whey is a key ingredient of many protein powders and also a

byproduct of cheesemaking.

It's become a moneymaker for the dairy industry.

In January 2004, about 27 million pounds of whey

protein concentrate was produced in the US.

20 years later, that number was nearly 43 million.

A trend report from food and agricultural company Cargill found

that 61% of consumers reported increasing their protein intake in

2024. That's up from 48% in 2019.

While there are many companies adding protein to nontraditional

products like chips and ice cream, Americans are also upping their

intake of chicken, which has soared in consumption

over the past decade.

In 2019, the US protein market was estimated to be valued at $89.9

billion. By 2028, that is projected to reach $126.3

billion. That figure doesn't include high protein consumer

products or meat from food service operators.

There's a number of reasons why Americans are prioritizing these

protein driven diets, right?

I mean, the first is GLP one weight loss drugs.

They're on the tip of everyone's tongue and currently part of the

cultural zeitgeist.

Then you have the fitness influencers on social media that

are pushing these high protein diets and high protein products.

And then you have this administration that is currently

prioritizing Make America Healthy again,

right. Maybe driving companies to prioritize those types of products

in their portfolios.

Vanity fair blames the trend on MAGA influencers.

Meat is the most nutrient dense food you can eat.

But social media is being flooded with protein content from all

sides, especially from celebrities and fitness influencer accounts.

What is the idea of putting a protein on a popcorn?

Well, I am more of a snacker grazer throughout my day.

You want to be Jack? You need to make these high protein burritos.

Ready to drink. Protein shakes have also seen a surge in popularity,

with brands like Coca-Cola, PepsiCo,

and Celsius all vying for market share.

In fiscal 2024, Premier protein shakes accounted for over 80% of

BellRing Brand's net sales.

Its stock price is up more than 200% over a five year period.

Studies have found that protein can help build muscle,

boost your metabolism and help you feel full for longer.

And as NPR's All Things Considered podcast points out,

protein has not been villainized by diet culture.

You go back to the low fat diets of the 90s or the Atkins low carb

craze of the 2000.

But protein, it's never really had a quote unquote bad reputation.

The pasta taste you love.

With the energy you want.

In the protein pasta market.

We have seen growth of 20% over the last three years,

year over year, of which nearly 80% is coming from Barilla Protein

Plus.

What we're seeing is that we're seeing increased appetite for

protein. I don't know if it's because of GLP or just,

you know, the consumer is evolving in their nutritional preferences.

So I think protein will continue to grow.

We'll have offerings. We'll have big launches coming up in Q4 and

next year.

I was using AI to build a diet plan that tracked not just my protein,

but also my fats and my carbs.

And then I used ChatGPT to put together a shopping list.

And what was super interesting was that when I actually clicked on

some of the items that it told me to buy.

They were some of these high protein items,

and I really think that it goes to speak to the volumes that these

companies have put into marketing these products.

Many consumers worry that things taste differently when protein is

added. That could be a threat for companies jumping in on the trend.

When you add something or when you change the composition to try to

make something quote unquote healthier,

you have to realize people are still going to benchmark the taste.

They're still going to benchmark the texture in their mouth.

They're still going to want to see if it's going to cost anymore,

if it's going to affect their pocketbook. So once you start

adding in claims on a food item that we're now higher protein,

it becomes a little bit of a different evaluation set for the

customer.

This is especially important to legacy brands like Cheerios,

where pretty much everyone knows what the original tastes like.

When I was out filming for the story, I saw quest peanut butter

cups. They're high in protein, low in sugar.

I feel like it's a little bit stickier than a Reese's Cup,

but it's not chalky.

And for having less than a gram of sugar,

it's pretty good. Protein Pints says this gives them a unique

position compared to established industry players.

We get to build the brand from from nothing in the sense that we build

that trust with the consumer, that this is the product. We are

protein versus somebody else has to rebrand their product.

That is not known for functional benefits for that.

So I think there's a bit of a disconnect to the consumer there

sometimes too, that gives smaller brands like protein bites the

advantage in the space.

Another consideration is that many people may already be getting an

adequate amount of protein simply from a balanced diet.

A product with 20% or more of your daily recommended value is

considered high, according to the FDA,

meaning the original version of Chobani Greek Yogurt,

for example, is already a high protein product.

Nonetheless, companies are finding that more protein is what the

consumer wants. Chobani, for example,

says it found 85% of Americans want to increase their protein intake in

2025, and a study, paid for by beef stick company

Chomps, found that protein snacks are growing at three times the rate

of the overall snacking industry, accounting for $24 billion in 2024.

Barilla has continued to roll out new protein pasta shapes and says

more and more grocery stores are stocking its Protein Plus line on

shelves.

It has been in existence in our portfolio for over 20 years with

solid growth. We're seeing explosive growth in recent years,

but it is a hallmark to health in general for consumers.

It's just getting its moment in the sun right now,

but it's not going to go away because people will always need

protein and they will always want protein that tastes good.

These companies wouldn't make this decision to double down on their

investment in protein, and have to defend that to

shareholders and investors. If they didn't believe that this was a

trend that was here to stay.

3

Answer these questions in your own words. Support your answers with evidence from the video.

01In what ways has the protein trend expanded beyond just traditional grocery store products?
Sample answerThe video shows it's not just in grocery stores anymore. Coffee chains like Starbucks and Dutch Bros. are adding protein to their drinks, and even gyms like Lifetime Fitness are creating their own supplement lines to sell to members.
02What are three key reasons mentioned in the video for the growing popularity of high-protein diets?
Sample answerThe video suggests a few reasons. First, the popularity of new GLP-1 weight loss drugs. Second, the influence of fitness influencers on social media who promote these products. And third, a general push from the government for people to be healthier.
03How does the video explain why protein has maintained a better reputation than other diet trends from the past?
Sample answerIt explains that unlike the low-fat diets of the 90s or the low-carb trend of the 2000s, protein has never really been 'villainized' or seen as a bad thing in diet culture. It's always had a positive reputation.
04What potential challenges or risks do companies face when they reformulate existing products to be higher in protein?
Sample answerThe main risk is that consumers will compare the new version to the original. They will judge if the taste or texture has changed for the worse, and they will also notice if the price is higher. If customers don't like these changes, the product could fail.
4

Vocabulary

Vocabulary
These expressions will help you communicate more naturally about this topic.
Examples
To jump on the bandwagon — to start doing something because it has become popular or successful.
Usage note: This is an informal idiom. It can sometimes have a slightly negative meaning, suggesting that someone is following a trend without real conviction.
To cater to (a demand/audience) — to provide what is wanted or needed by a particular group of people.
Usage note: This is a common business collocation. For example, 'The new protein bars are designed to cater to health-conscious consumers.'
Health-conscious — being aware of and concerned about one's own health and diet.
Usage note: This adjective is often used to describe consumers, lifestyles, or choices. You can also be 'calorie-conscious' or 'environmentally-conscious'.
To have a knock-on effect — to cause other events or situations to happen, although not directly.
Usage note: This is a great phrase for discussing cause and effect. For example, 'The rise of fitness influencers has had a knock-on effect on food marketing.'
To tap into a market — to start taking advantage of a new area of business or a new group of potential customers.
Usage note: This phrasal verb is often used in business and marketing contexts. It suggests successfully accessing a new opportunity, like how companies are tapping into the market for high-protein snacks.
5

Decide if each statement is true or false. Correct the false ones.

01The production of whey protein concentrate in the US has more than doubled over the past 20 years.
02The video identifies social media fitness influencers as one of the driving forces behind the high-protein trend.
03A single product line, Premier protein shakes, was responsible for over 80% of BellRing Brand's sales in fiscal 2024.
04The video's projection for the 2028 protein market includes all protein sources, such as meat from restaurants and high-protein snacks.
05A report cited in the video found that in 2024, more than 60% of consumers reported increasing their protein intake.
6

Complete the sentences with words from the box. One word is extra.

Word bank
01More and more consumers are reading food labels carefully to check for protein content and added sugars.
02Food companies are developing new product lines specifically to the growing demand for plant-based protein options.
03By launching a line of protein-fortified coffees, the company is trying to the lucrative market of fitness enthusiasts.
04It seems like every food company is jumping on the protein by adding it to everything from ice cream to chips.
05The rising popularity of whey protein has had a positive on the dairy industry, creating a profitable new revenue stream.
7

Choose the best answer based on what you heard in the video.

01According to the video, what role has Barilla Protein Plus played in the protein pasta market?
02What did the speaker's experiment with an AI diet planner reveal?
03The video mentions that the US protein market was valued at $89.9 billion in 2019. What is its projected value for 2028?
04Which of the following is NOT mentioned in the video as a factor contributing to the protein trend?
8

Food trends and marketing

Complete the sentences by matching the two halves.

Match each item on the left with the correct item on the right.

Drag or click to match
Definitions
9

Discuss these questions with a partner. Try to use vocabulary from the lesson.

  1. The video shows how large American companies are catering to the demand for high-protein foods. Can you think of any companies in your country that have jumped on the bandwagon of a recent health trend? What products did they launch to tap into this new market?
  2. Some might argue that companies are simply catering to the needs of health-conscious consumers, while others might say they are creating and exaggerating the need for high-protein products just to sell more. Which viewpoint do you agree with more, and what could be the negative knock-on effects of this trend on people's eating habits?
  3. The video mentions the 'unprecedented' growth of high-protein products. Do you think this is a sustainable, long-term trend, or will consumers and companies eventually jump on the bandwagon of a different 'miracle' ingredient? If you were a food company executive, would you invest heavily to tap into the protein market now, or would you be more cautious?