Consuming high-protein products is no longer just for elite athletes. People now understand that eating high-protein diets or snacks means increased satiety, better energy levels and potential healthy ageing benefits.
This shift brings new opportunities for brands to innovate and target new consumer groups looking for healthier snack options.
Who is Consuming Protein?
There are three main reasons why people purchase protein products:
- Fuelling intense workouts
- Supporting casual workouts
- Convenient health
Research from FMCG Gurus highlights the growing interest, with 48% of global consumers stating they want to increase their protein intake. And of people who regularly consume protein, 63% said they choose these products for casual health improvements rather than peak performance.
Why Are People Consuming More Protein?
GLP-1 Medications
Use of weight-loss medications is on the rise, and it’s having a significant impact on the way people view protein.
FMCG Guru data shows that 17% of global consumers report they are using the jabs, with a further 24% saying they’re considering using them in the future.
Rapid weight loss impacts muscle mass, for which protein is essential. People using weight loss injections are looking for higher-protein, nutrient-dense foods to support this.
Healthier Lifestyles
People see protein as a key component of a healthy lifestyle, with 76% of global consumers associating protein with general health and wellness (FMCG Gurus, 2025). It’s also an ingredient that people trust, making it easy to incorporate into diets.
According to data from Innova Market Insights, when it comes to the most sought-after ingredients, protein is leading the way at 58%. This highlights the shift when it comes to protein.
Protein Snacking Habits
More people are choosing protein snacks over confectionery products. Research from FMCG Gurus says 44% of global consumers prefer high protein/low sugar alternatives to “traditional” snacks such as chocolate and confectionery (FMCG Gurus, 2025).
Protein snacks offer consumers health benefits like high protein, high fibre, low sugar and often allow consumers to enjoy a snacking occasion without the guilt.
How Can Brands Respond to The Increased Demand?
Taste Over Protein Content
Consumers who purchase protein snacks as a better-for-you option place greater value on a product's flavour and texture than on its protein content.
FMCG Gurus asked global consumers in a 2025 survey ‘When it comes to high protein snack products, are you concerned about any of the following?’ and they responded with:
- After taste of product – 53%
- Texture of product – 42%
- Quality of protein – 33%
- Source of protein – 31%
- Amount of protein – 28%
This data shows that, first and foremost, a protein snack must be tasty and enjoyable to eat.
Discover a Range of Protein Snacks from Opalbond
We work with leading sports nutrition and health & wellbeing brands to develop innovative and tasty protein snacks for a variety of consumer groups.
Our range of protein snacks includes:
- Protein Bars – tasty bars with options including multi-layer, nut-infused, crunchy textured and caramel layered.
- Cream-Filled Protein Wafers – wafers with an indulgent, high-protein cream filling
- Protein Wafers – delicious protein wafers, including square wafers, two-finger wafers with various fillings and chocolate coatings
- Protein Waffles – light and tasty protein waffles either vanilla or dark chocolate coated
For more information about developing a protein snack with us, please get in touch with a member of our team.
