What’s the Next Big Opportunity in Protein?

Protein for the Way People Live Now

Protein has moved beyond performance nutrition and into everyday life, with shoppers now reaching for it as part of their regular snacking habits. Customer expectations have evolved: protein is increasingly seen as a hygiene factor, something expected rather than exceptional. While younger consumers led this shift, demand is growing across all age groups. It’s no longer just about how much protein a product contains, but how well it fits into daily routines. Gym-focused shoppers still choose larger, high-protein formats, but the strongest growth is in lifestyle options: smaller, softer bars with layered textures, indulgent flavours, and a balanced nutritional profile. Today’s consumers want snacks that feel like a treat but are healthier, without compromising on taste.

One Category, Many Motivations

The panel made it clear: protein is no longer driven by a single type of consumer or use case. The category has matured, creating space for a wider range of expectations. On one side, sports nutrition remains well established. These experienced shoppers know exactly what they want: bigger bars, higher protein counts, and value-driven multipacks. There's also growing demand within this segment for great-tasting, credible private label options that combine quality with affordability.

At the same time, the most dynamic growth is coming from better-for-you snacking. These products attract everyday consumers looking for a more satisfying alternative to traditional treats. Taste and texture are still essential, but now there is stronger demand for balance, convenience, and nutrition that fits into daily life. Protein snacks have become a smarter, more appealing option for a broader audience.

Additional trends shaping format and product direction include:

• Increased demand for portion-conscious, high-protein snacks, especially among consumers managing appetite with GLP-1 medications
• Increased focus on healthier aging, with consumers seeking to maintain strength and energy and showing interest in low or no added sugar options
• Growing interest in plant-based protein and cleaner ingredient profiles, particularly among flexitarian and younger audiences
• Greater emphasis on affordability, as the spiralling cost of living pushes consumers to seek out better choices at accessible price points, including value multipacks and high-quality private label offerings that don’t compromise on taste

These shifts go beyond nutrition. They reflect changing routines, attitudes, and what consumers now expect from everyday food choices. For brands and retailers, the message is clear: understand who you're serving and design with intent. The opportunity lies in variety.

Taste and Texture Remain the Deciding Factors

A key takeaway: don’t try to be everything to everyone. Focus matters. If retailers want to win with lifestyle consumers, they need to lean into what drives real loyalty: taste and texture. These remain the strongest purchase drivers in the category, helping to make the shift from traditional indulgence to better-for-you snacking feel effortless.

In a crowded space, the biggest opportunities for differentiation come from understanding what people actually buy for:

• Confectionery-style textures with layers, crispiness, and softness
• Flavours that rival traditional snacks and treats
• A treat-like experience that satisfies without compromise

Even in plant-based, low-sugar, and functional formats, indulgence is expected. The panel noted that consumers increasingly understand that delivering the taste and texture they expect often requires careful formulation and product design.

Frequent Snacking, Smarter Formats

One of the biggest shifts highlighted in the discussion is how protein is now part of more everyday moments. No longer tied to post-workout routines, protein snacks are showing up across a variety of occasions.

Key growth areas include:

• Breakfast on the go
• Mid-morning and mid-afternoon hunger gaps
• Evening snacking as a feel-good alternative to traditional treats

This shift toward more frequent, portion-conscious snacking is driving demand for smaller, more versatile formats. In the UK, private label is emerging as a key growth opportunity, with retailers offering affordable, well-positioned protein options that meet changing consumer habits. 

Looking Ahead: What to Expect Over the Next Year

The panel concluded with a look at what lies ahead for protein in 2025 and beyond. These were the key trends identified:

• Growing demand for smaller formats that support lifestyle use
• Continued importance of indulgent flavour and texture
• More educated shoppers seeking high-quality protein, not just quantity
• Increased frequency of consumption throughout the day
• Rising interest in snacks with added value

Consumers are becoming more intentional. They want products that fit into their lives, feel better than traditional snacks, and still deliver on experience.

Powering the Future of Protein Bars

At EMPWR Nutrition Group, we co-develop and manufacture high-quality protein bars for some of the world’s leading healthy snack brands and retailers. With production sites in Europe, the US, and Canada, we offer global reach with local insight.

From idea to launch, we bring together deep R&D, sharp trend awareness, and operational excellence to create protein bars that stand out on taste, texture, and market impact. Whether you're looking to extend your range or build something new, we help you scale fast and lead with confidence.