Proteins are the building blocks of life. Consuming protein contributes to building and repairing tissues, including muscle, skin, and bones, and it also plays a role in the production and regulation of hormones, enzymes, and antibodies. In short, protein is an essential part of any diet.
While people have historically relied on meat and animal products to meet the nutritional need for protein, a high consumption of red meat, processed meat, and high-fat dairy products can lead to weight gain and health concerns. As a result, some consumers are switching to lean meats, plant-based dairy alternatives, and vegetarian or vegan diets.
This has led to demand for alternative protein sources, and food manufacturers are delivering with protein-added products across food and beverage categories. Brands looking to get in on the trend should consider innovative formats, a focus on healthy indulgence, and positioning for market success.
Embracing New Formats
Protein bars and shakes are staples in the fitness world, but until recently, manufacturers have focused primarily on performance goals like bulking, rather than mainstream health concerns. Today, newer products must account for a range of consumer preferences, such as gut health, flavor innovation, and ease of inclusion in an everyday diet.
Innovative products offering protein enhancement include carbonated beverages like Genius Gourmet Sparkling Clear Protein drinks, featuring 30 grams of protein, one gram of carbs, and zero sugar. For a focus on gut health, Chobani offers a High Protein Greek Yogurt with 20 grams of protein per serving, along with B12 vitamins and billions of probiotics.
On the dessert front, Blue Bell Creameries just launched Blue Bell PRO, a low-fat ice cream featuring zero added sugar and 11 to 12 grams of protein per serving. Low-calorie Halo Top ice cream has up to 20 grams of protein per pint.
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Can Protein Be Indulgent?
The confluence of health and enjoyment hasn’t always materialized, especially where protein is concerned. However, the performance-driven shakes and bars of old are giving way to new product innovations designed with indulgence in mind, sparking innovation in both texture and flavor.
In addition to protein-enriched ice cream, consumers can enjoy sweet treats like waffles and baked goods, with the stress-free appeal of pre-packaged and on-the-go options. Kodiak Power Waffles have 12 grams of protein per serving in delicious Buttermilk & Vanilla or Chocolate Chip flavors, while Jimmy Dean offers a Blueberry Waffle with 20 grams of protein per serving and no high fructose corn syrup.
Not to be outdone, Dar Baklava created Snacklava, a traditional, flaky pastry made from clean ingredients and four grams of protein per bite-sized snack. Drumroll has Vanilla, Chocolate, and Strawberry Glazed Donuts that are 200 calories or less with 10 grams of protein and one gram of sugar.
There are also Barebells Protein Bars, which come in flavors ranging from Peanut Butter and Caramel Cashew to Birthday Cake and Key Lime Pie, with crispy layers and gooey centers that deliver the decadence of a candy bar. The brand carries plant-based, vegan, and no-added-sugar options as well, with up to 20 grams of protein per bar.
Related: Protein in 2026: Why the Protein Boom Isn’t Slowing Down — It’s Evolving
Mainstream vs. Niche Positioning
There’s a little something for everyone in the protein marketplace these days. While some brands continue to focus on the serious fitness crowd, others have taken a more mainstream approach for casual health and fitness consumers.
Niche positioning with plant-based products, allergen-conscious offerings, and indulgent treats allows brands to carve out their own corner of this popular market.
Protein Innovation Drives Success
Modern consumers are turning to protein not only for muscle-building purposes, but also for weight management, satiety, healthy indulgence, and on-the-go convenience. Brands that find opportunities to target different consumer audiences and address diverse pain points can position themselves for success.
Key Takeaways
- Protein remains a driver of consumer interest across product categories
- New formats and indulgent offerings appeal to consumers interested in increasing protein intake without sacrificing convenience or enjoyment
