Walk down any grocery aisle, and you’ll see it: Protein is everywhere. From pastas and beverages to cereals and chips, consumers can’t get enough of it.

Protein continues to rank as a top priority for consumers’ health and wellness needs, according to Cargill’s recent report, 2025 Protein Profile. Consumers report that the top five benefits of protein include providing energy, promoting satiety, supporting muscle growth, enhancing strength and — importantly — simply tasting good. About 63% of consumers turn to protein-fortified foods for convenience, especially when consuming animal-based protein alone feels too heavy or slow to digest.

Gen Z and Millennials are driving this growth, increasing demand for high-protein consumer packaged goods (CPGs), according to a report from Bain & Company, a business management consultant. An analysis by Spherical Insights estimates the U.S. protein CPGs market was valued at $70.9 billion in 2024 and is projected to grow to $136.5 billion.

High-protein CPGs now span a wide range of categories, from bars and beverages to pastas and chips. With so many options, shoppers can feel overwhelmed and uncertain about which products best meet their needs. While most Americans generally consume enough protein, certain groups — such as older adults, individuals who strength train and those using GLP-1s for weight loss — may find it more challenging to meet their protein requirements. Dietitians and especially retail dietitians are vital in supporting patients, clients and consumers to provide safe, evidenced-based recommendations and individualized guidance so shoppers can navigate the aisles successfully.

Guidance in the aisles

Individual consultations are the best way to tailor protein recommendations, though not every retail dietitian provides this service. The Dietary Guidelines for Americans provide general protein intake recommendations for the consumer. In the past, high-protein diets were often thought to be harmful to the kidneys in healthy consumers. However, a 2024 review found that healthy individuals who have higher total intake of both plant and animal proteins are associated with a lower risk of kidney disease. High-protein CPGs are often formulated with a range of protein sources, including animal-based options like whey and casein and plant-based options such as soy, pea and brown rice.

For clients using GLP-1s for weight loss, it’s important for dietitians to be aware of the side effects of these medications and how it affects protein intake, according to JAMA Internal Medicine. Some studies show GLP-1 users may lose between 40-60% of muscle mass while others show less than 15%, according to an article from the National Library of Medicine. Walk through the Nutrition Facts Label with the client to identify protein sources and understand whether they digest quickly or slowly, helping to reduce muscle loss.

Older adults often experience reduced appetite and may eat less than younger individuals. While protein-rich meals can be satisfying, they may still fall short of meeting their protein needs. Protein-fortified beverages are a convenient option because they digest faster and are absorbed more quickly. Another easy way to add extra protein is to enjoy protein-fortified breakfast cereals and top them with a serving of ultra-filtered milk to increase protein content.

Clients who strength train often use protein powders for convenience; however, many contain added sugars and fats to enhance flavor and texture. Support these clients in identifying high-protein CPGs that are at least, if possible, less than 5% daily value of added sugar per serving and more than 5% daily value of dietary fiber.

Turning shopper questions into helpful moments

The 2025 IFIC Food & Health Survey reports consumers are increasingly relying on healthcare professionals and scientific studies for nutrition guidance; however, friends and family continue to remain on the top as perceived most reliable nutrition information sources.

When consumer questions contradict the evidence, how can dietitians respond in a way that supports the client and strengthens the relationship? Here are two statements you may hear from clients.

1. “So-and-so recommended me to have 200 grams of protein.”

Uncover the “why” behind their statement and assess their understanding of the messaging. Invite them to explain their interest in high protein intake, and if they are already doing so, ask about their goals and perceived benefits. This approach allows the dietitian to personalize recommendations, establish a practical protein intake goal and identify products that support the consumer’s lifestyle and objectives.

2. “Plant-based proteins are more harmful than animal-based proteins.”

Plant-based proteins are a valuable part of a balanced diet, just like animal-based protein options. A common scare among consumers is the discussion of heavy metal content in plant-based protein products. A 2025 study on 56 plant-based protein products found though they do contain heavy metals, it is not significant to cause negative health outcomes. Reassure clients by highlighting plant-based proteins certified by the U.S. Pharmacopeia for quality and safety.

Collaboration with departments, brands and vendors

By offering insights on how to merchandise high-protein CPGs, dietitians and retail dietitians can support higher sales, larger basket sizes and faster product movement. Don’t think about a high-protein CPG as an individual item. Collaborate with key team members to create displays featuring high-protein CPGs, either to emphasize their nutritional density or showcase them as ingredients in a recipe. Contact brands and vendors to obtain support for product sampling, coupons, handouts and recipe cards to help promote high-protein CPGs.

Going beyond the retail landscape

Many grocery retailers are highly regarded in their communities for participating in activities such as fundraisers, food drives and sponsoring school sports. Dietitians can continue to support the growth of grocery retailers by offering services to the communities, too. Consider offering a community education class that highlights high-protein CPGs or provide product samples to school sports teams.