From the 2026 FlavorIQ® Food & Flavor Outlook
Protein is having a major moment across the globe. But this time, it’s different.
Once valued primarily for satiety and muscle support, protein has evolved into a multifunctional nutrition hero aligned with today’s health, weight-management, and performance goals.
Our insights from the 2026 FlavorIQ® Food & Flavor Outlook reveal just how dramatically increased consumption and online interest are reshaping the protein landscape—and what key players in the food industry can do to stay ahead.
The Protein Craze Isn’t New—But It’s Accelerating
Protein has always been seen as a nutritional powerhouse. Of the three essential macronutrients—fats, proteins, and carbohydrates—protein is most often associated with its benefits.
According to Jackie Schulz, MS, RDN, Senior Director of Global Nutrition at Griffith Foods, protein is “typically associated with benefits such as satiety, muscle retention and development, and a minimal impact on blood sugar spikes.”
Given the general public’s desire for better health and weight management goals, protein addresses many of these interests.
However, while interest in protein (and its associated health benefits) has been well-established for quite some time, recent years have clearly shown an increase in consumption and interest in protein-rich diets.
In 2024, 61% of US consumers reported increasing their protein intake—up from 48% in 2019. There is a massive volume of online interest, with online conversations about high and diets exploding globally (+137% in the US and a staggering +390% in Brazil, according to our 2026 FlavorIQ® Food & Flavor Outlook).
What’s Driving the Latest Protein Craze?
Research shows that several factors are driving this renewed excitement around high protein foods.
- Consumer’s Desired Protein Intake Has Increased: The protein craze has pushed intake goals well beyond traditional recommendations, according to Angela Bonnema, PhD, Senior Principal Nutrition Scientist at Griffith Foods. “While global requirements are generally 0.75 to 1.0 grams per kilogram (equates to 0.34 to 0.45 grams per pound) of body weight per day, some consumers are now targeting over 1.0 gram per pound per day — a near doubling of current requirements.” It should be noted that some recommendations are shifting toward higher levels of intake, with the most recent U.S. Dietary Guidelines for Americans suggesting that consumers prioritize high-quality, nutrient-dense protein foods from a variety of sources. The U.S. also increased their recommended amount of protein to 1.2 to 1.6 grams per kilogram (0.54 to 0.73 grams per pound) of body weight per day.
- Protein Is Easy to Add: Protein powders, like whey protein, can easily mix into milk, smoothies, yogurt, oats, and even homemade baked goods, giving consumers an easy boost to their daily protein intake.
- GLP-1 Users Prioritize Protein: With the rise of GLP-1 medications like Ozempic® and Wegovy®, some consumers have shifted to smaller portion sizes, prioritizing high-protein meals that help them feel full without excess calories and support muscle and lean mass retention during weight loss.
- Social Media Influencers Are Driving Discussions: From selling protein trends like the carnivore diet to debating the quality of different whey protein powders, influencers are loud voices in online protein discussions, with 52% of consumers reporting they have tried new foods from the influence of social media.
- Protein Formats are Expanding: Protein is moving beyond traditional meat and eggs and entering virtually every aisle of the grocery store. High-protein snacks, fortified milks, and even protein cold foams have entered into the space.
- Protein Sources are Evolving: Innovations in food science have revealed precision fermentation, insects, and algae as exciting and viable sources of protein. Plantible is one such company that is innovating how plant proteins are used in foods, from moisture retention to emulsions.
Consumers are Looking Past Meat for Protein
The 2026 FlavorIQ® Food & Flavor Outlook reveals that animal-based proteins lead in both taste and texture for consumer preference. However, there has also been a shift in the “why” behind protein that goes beyond muscle building. More consumers are looking at functional benefits of protein, including immune health, healthy aging, mental clarity, and energy.
Animal proteins alone can’t solve all of these health goals. That’s why alternative and plant-based proteins are an essential diet component for consumers—not just a meat replacement.
Plant-Based Proteins Have Unique Health Benefits
When looking for healthy proteins, consumers may look beyond the meat section and pick up dried beans, peas, lentils, tofu, and plant-based milks. According to Schulz and Bonnema, plant proteins are rich in:
- Fiber
- Vitamins
- Minerals
- Phytonutrients
Diversifying protein intake to sources outside animal protein can also help displace saturated fats from diets, offering both lean and low fat protein sources.
Plant Proteins Can Have Wider Applications
In the past, mimetic meats like Beyond Burger were the focus. Today, the industry is moving towards celebrating vegetables as the star attraction, focusing on vegetable-forward meat alternatives, like burgers made from beets or shredded mushroom tacos.
Alternative and plant proteins can also more easily be mixed into unexpected formats, with high protein innovations such as pizza doughs, bakery items, snacks—it’s probably never been easier to reach the recommended amount of daily protein.
Meet the Modern Palate with Balanced Proteins
Balanced proteins, also referred to as “hybrid proteins”, combine animal meats with plant-based ingredients and appears to be a winning strategy for culinarians and brand managers. It’s a simple strategy, combining the texture and flavor or animal proteins with the health benefits of plant-based proteins.
Balanced proteins can simultaneously balance consumer expectations for taste and texture, nutrition, and affordability.
Taste & Texture
Chef Mark Serice, Vice President of Global Culinary at Griffith Foods, noted that “while fully plant-based mimetics often struggle with texture and binding, a balanced protein approach fixes two things: taste and texture.”
One example is combining ground pork with textured vegetable protein. The animal proteins provide the natural binding and familiar flavor consumers crave, while plant inclusions maintain high protein content while avoiding the off earthy and vegetal flavors found in purely plant-based alternatives.
Nutrition
Blending proteins allows for a more nutritionally complete meal. Chef Stephen Giunta, North American Director of Culinary at Griffith Foods, says that working with a variety of plant- and animal-based protein sources, “we can achieve more balanced diets, focused on satiety and essential nutrients.”
Bonnema clarifies that the “complement, not replace” approach of balanced proteins can bring improved nutrition without total replacement of animal products.
Introducing plant-based proteins with animal proteins will also limit the amount of saturated fat, making it easier to offer lean and low fat protein options.
Affordability
Balanced options allow chefs to stretch expensive animal proteins using affordable supplementary ingredients like rice, beans, or textured vegetable protein, keeping high-protein foods accessible to budget-conscious consumers.
Build High-Protein Foods with a Foundation of Flavor and Function
The future of your protein offerings will hinge on creating foods that deliver both functional benefits and flavorful experiences. Whether through plant-forward protein innovation, balanced proteins, or new applications that put protein into unexpected formats, your brand has an opportunity to meet the modern palate with high protein solutions that are nutrient-dense, affordable, and delicious.
To explore the full set of culinary and consumer trends shaping 2026, continue your journey with the 2026 FlavorIQ® Food & Flavor Outlook.
