To cater to the growing demand for protein in consumers’ diets, Cargill’s latest annual Protein Profile report dives deep into the trends, behaviors, and cultural shifts driving the need for more protein in 2025 and beyond. The report uncovers valuable insights for food companies by highlighting consumer preferences and cultural dynamics.
Social media platforms like Instagram and TikTok have played a significant role in emphasizing the importance of protein for physical and emotional well-being. New diet trends have created “social subcultures of protein,” a term coined by Cargill to describe this phenomenon. This data is invaluable for retailers, foodservice operators, and brands on how to position protein for consumers.
The rise in social media influence has led to dietary and eating pattern changes, creating opportunities for food brands to capitalize on these trends. Collaborating with influencers who promote specific diets, such as the carnivore diet, allows brands to reach targeted audiences and create authentic content showcasing their products.
Consumers are increasingly prioritizing protein in their diets, with meat and poultry being the top choices for animal protein. The demand for protein remains high despite inflation and rising food costs, with budget-conscious shoppers opting for cost-effective proteins like ground beef and chicken. Foodservice operators are focusing on offering unique value offerings to attract consumers dining out.
Protein is not just essential for physical health but is also seen as vital for mental focus, emotional well-being, and longevity. Consumers view protein as a key ingredient in achieving personal and professional goals, such as becoming better parents, partners, and employees.
Shoppers are now more focused on protein content, with a significant percentage checking labels for protein information. Parents are willing to pay more for products labeled as a “good source of protein,” and fresh beef consumers consider the claim “excellent source of protein” as an important factor in their purchasing decisions.
As consumers seek convenient on-the-go snacks, the demand for protein-rich options has surged. Protein bars, shakes, and fully cooked meats are popular choices for meeting protein needs with busy lifestyles. Young consumers, in particular, are looking for portable protein options to sustain energy levels and manage hunger between meals.
To capitalize on these protein trends, retailers can promote high-protein offerings on digital platforms, target specific consumer segments with health-focused products, and link promotions to trending diets on social media. Foodservice operators can center marketing efforts on high-protein meals, utilize limited time offers for unique dishes, and engage in social listening to stay updated on culinary trends. Brands can emphasize the benefits of protein, make protein content prominent on labels, and leverage social media to engage with consumers directly.
Overall, protein continues to play a critical role in people’s diets, fulfilling important needs such as energy, weight management, and mental focus. Food companies can leverage the insights from Cargill’s 2025 Protein Profile report to tap into the growing opportunities in the protein market.