Retailers should stock well on protein-rich natural food and ingredients in the stores as recent surveys' findings indicate rise in demand for protein-laden ingredients majorly driven by social media-influenced Gen Z and millennial buyers.
According to a recent report from online grocer Ocado, nearly half of UK adults increased their protein intake in the past year. This figure rises to two-thirds for people aged 16 to 34.
The increase in popularity was largely driven by social media, with nearly 50 per cent of Gen Z using Instagram and TikTok for inspiration, compared to a third (35 per cent) of millennials and just 5 per cent for boomers.
Ocado said that searches on its website for high-protein food have doubled since 2023.
Demand for the low-fat, high-protein dairy product cottage cheese has increased by 97 per cent while demand for greek yoghurt is also up by 56 per cent.
Consumers are favouring natural protein sources, such as dairy and lean meat and turning away from the highly processed protein bars or protein shakes, which were in fashion a decade ago.
Searches for chicken breast are up 43 per cent, steak searches are up 39 per cent, tuna searches have risen by 35 per cent, and searches for egg whites are up 27 per cent.
Searchers for plant-based protein sources have also risen, with a 27 per cent increase in searches for chickpeas and an 18 per cent increase for lentils.
Nicola Waller, buying director at Ocado Retail, said, “Protein was once seen as the reserve of bodybuilders, but today, it’s a staple for anyone looking to eat well and feel their best. Consumers are becoming more conscious of where their protein comes from, favouring natural, whole-food options over ultra-processed alternatives.”
A nationally representative survey of 2,205 UK adults, conducted by Savanta, shows attitudes to protein have shifted in the past year.
Half of those surveyed said they eat more protein to increase their energy levels and to stay fuller for longer. Four in ten said a high protein intake helps them manage their weight.
