What's Happening?
Restaurant chains, including Starbucks and Smoothie King, are capitalizing on a growing consumer trend towards high-protein diets. This shift is driven by a desire among consumers, particularly younger generations, to build muscle mass and feel satiated. According to Datassential, a market research firm, the popularity of high-protein diets has increased significantly, with a third of consumers expressing a preference for protein-rich foods in 2025, up from 24% three years prior. Starbucks plans to introduce a protein-packed cold foam, while other chains like Dutch Bros and Sweetgreen have already added protein-focused items to their menus. This trend is reflected in the increased presence of protein on restaurant menus, which has grown from 11.5% in 2021 to 28.4% in 2025.
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Why It's Important?
The emphasis on protein in restaurant offerings highlights a broader shift in consumer dietary preferences, which could have significant implications for the food industry. As consumers increasingly prioritize health and wellness, restaurants are adapting by offering more protein-rich options. This trend not only caters to health-conscious individuals but also aligns with the needs of those using weight loss medications that require higher protein intake. The growing demand for protein-rich foods presents opportunities for restaurants to differentiate themselves and attract a health-focused clientele, potentially leading to increased sales and customer loyalty.
What's Next?
As the protein trend continues to gain momentum, more restaurants are likely to introduce protein-centric menu items. This could lead to increased competition among chains to offer innovative and appealing protein options. Additionally, the trend may influence supply chains, as the demand for protein sources such as meat, dairy, and plant-based alternatives rises. Restaurants may also explore partnerships with health and wellness brands to further capitalize on this trend.
