Protein consumption is rising, with 61% of Americans increasing their intake in 2024 compared to 48% in 2019. Cargill’s 2025 Protein Profile, an annual trends report, highlights the evolving landscape of protein consumption, emphasizing the role of animal proteins, the impact of social media on food choices, and shifting consumer priorities in a market shaped by inflation.
Animal Proteins Lead in Protein Consumption
Cargill’s research shows that beef, chicken, and eggs remain the preferred protein sources for most consumers. More than 75% include animal proteins in their evening meals, and 74% say meat is an integral part of their diet. Taste, nutritional benefits, and versatility drive this sustained preference.
Protein consumption is also expanding beyond traditional meals. Millennials and Gen Z are embracing high-protein snacks like protein bars and shakes. Among shoppers who check nutrition labels, 57% actively look for protein content, reinforcing its status as a priority macronutrient.
Shoppers Balance Affordability with Quality
With inflation reshaping spending habits, consumers are finding ways to enjoy high-quality protein without overspending. Many buy in bulk and freeze portions, while others indulge in restaurant-quality cuts at home.
The report shows a strong demand for pre-marinated proteins, heat-and-serve options, and premium but accessible cuts such as steak.
For retailers and foodservice operators, these trends present opportunities to offer protein-forward solutions that balance value and quality to meet evolving consumer needs.
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Social Media Fuels Protein Trends
Digital platforms are transforming how people discover and consume protein. With 52% of consumers trying new foods influenced by social media, platforms like TikTok and Instagram fuel trends in high-protein diets, global flavors, and creative meal solutions. Gen Z is leading the charge, embracing bold, multicultural, protein-based meals.
Additionally, GLP-1 medication users influence protein consumption by seeking smaller, high-protein meals that provide satiety without excess calories. These emerging subcultures create new opportunities for brands to connect with diverse audiences.
The Future of Protein Consumption
“As consumer preferences evolve, so do opportunities across the food industry,” said Gonzalo Petschen, Group President of Cargill North American Food Business. “Whether it’s developing high-protein snacks, offering convenient meal solutions, or tapping into social media-driven food trends, our goal is to help our customers stay ahead while meeting consumer demands.”
With protein consumption remaining essential in consumer diets, brands, retailers, and foodservice operators can innovate and refine offerings, balancing affordability, quality, and convenience.