The Protein Push: How UK Brands are Winning the High-Protein Race

There’s no doubt about it: high-protein eating and drinking isn’t just a passing fad – it’s a full-blown food phenomenon. This megatrend is powering through the industry, showing no signs of slowing down. In fact, analysts are predicting a colossal £44.2 billion worth of growth in the high-protein product market between 2023 and 2028 alone, according to insights from industry experts.

Over the past decade, the interest in high-protein food and drink has grown steadily, becoming a consistent presence on our plates and in our glasses. This surge isn't just happening quietly behind the scenes; it's practically shouting from the rooftops of social media. Mentions of protein across major platforms like Instagram, Facebook, TikTok, and X have jumped by over 10% year-on-year, now making up just over 2% of all food-related posts. While there have been a few small wobbles along the way, the overall direction remains crystal clear: consumer interest is rising, with noticeable spikes in early 2024 and 2025 showing just how strong this trend continues to be.

From Supermarket Aisles to Restaurant Menus

This isn’t just a story reflected in booming supermarket sales. The service sector, from bustling cafes to high-end restaurants, has also acutely felt this shift. Mentions of protein on menus have jumped by 10% over the past year, with an impressive one in five restaurants now highlighting protein in their dishes. What once might have been seen as a niche interest for bodybuilders or athletes has now firmly entered the mainstream, influencing everyday dining choices for millions.

The increasing popularity of protein-focused diets, such as the carnivore diet, is also playing a significant role. This dietary shift is fuelling a massive demand for protein-rich food and beverage products, contributing to huge revenue streams in the meat market, which has reached an astounding $1.55 trillion, and the fish and seafood market, hitting $671.45 billion globally. But as consumer hunger for high-protein products continues to grow at this incredible pace, a big question looms: can the food and beverage industry truly keep up?

The Innovation Race: Meeting the Mighty Demand

From high-protein chocolate bars and yoghurts to high-protein pastas and breads, these products are seemingly everywhere. Manufacturers are launching new high-protein offerings on an almost daily basis because it’s exactly what their customers are asking for.

We've seen major UK brands actively innovating in this space. For instance, Arla's UK arm has continued to expand its Protein yogurt range, introducing larger 450g pots in popular flavours like vanilla and strawberry, making high-protein options more convenient for everyday consumption. Similarly, Müller Yogurt & Desserts, in collaboration with Myprotein, has launched new high-protein yogurts and a ready-to-drink protein shake, directly targeting the chilled dairy segment with functional and tasty options.

Supermarket giants are also leaning in, with Tesco unveiling its own-brand 'High Protein' range. This comprehensive collection includes everything from yoghurts and granolas to pancakes, flatbreads, and even ready-to-cook frozen meals like Beef & Broccoli Stroganoff, making high-protein accessible across various meal occasions. Further demonstrating this widespread push, M&S Food has also joined the movement with its own new High Protein range, offering a variety of snacks, salads, and freshly prepared meals designed to support active lifestyles.

Beyond the established players, a new wave of challenger brands is also making significant waves, specifically catering to the protein demand. The Gym Kitchen, for example, has rapidly expanded its offerings from chilled and frozen ready meals to include high-protein yogurts, pancakes, and even sausages, aiming to make nutritious, high-protein solutions affordable and accessible. In the snack category, Warrior has seen phenomenal growth with its popular protein bars and drinks, providing a substantial protein hit for consumers on the go. For those seeking plant-based options, THIS has continued to innovate with its 'Super Superfood' range, offering high-protein meat alternatives that appeal to a growing vegan and flexitarian market. In the beverage sector, UFIT remains a prominent challenger, widely available with its range of high-protein milkshakes and drinks catering to busy lifestyles. Lastly, for consumers looking for alternative protein sources in a convenient format, The Protein Ball Co. offers a variety of protein snacks free from added sugar, gluten, and GMOs, demonstrating the diverse innovation happening across the UK.

This means we can expect the wave of high-protein product launches to keep on coming, as the trend shows no signs of abating. However, industry observers foresee challenges ahead as the sector battles to maintain this momentum. The key hurdles will be maintaining quality and offering genuine variety that keeps consumers engaged. Moreover, providing options that are not only affordable but also align with consumers' evolving values – such as sustainability and a desire for 'clean label' products (foods with fewer, more recognizable ingredients) – will become increasingly complex. It’s a delicate balancing act that requires constant innovation and strategic foresight.

What's on the Protein Menu?

So, what types of protein are capturing consumers' attention right now? The data suggests a shift towards more familiar and comforting savoury meal formats. Think hearty soups, versatile tacos, classic steak, and nourishing broths. Fish-based proteins are also seeing a significant rise in popularity, with varieties like tilefish, swordfish, and kingfish quickly gaining traction, while perennial favourites like salmon continue to sell well. And, of course, familiar meats like pork and chicken are still widely used, forming the backbone of many protein-rich diets.

Conversely, interest in some once highly popular high-protein foods is beginning to fade. We're seeing a slight decline in the buzz around items like high-protein smoothie bowls, waffles, and even traditional protein bars. This indicates a clear shift away from sweet, snack-style formats towards more savoury, satisfying meals. Similarly, protein powders are starting to lose some of their broad appeal, with consumer interest showing a clear pivot towards fresh, less-processed, and more sustainably sourced protein choices. This highlights a growing desire for whole foods over supplements.

The Future of Protein: A Pillar of Modern Living

Protein has firmly cemented its place as a crucial part of how people eat and think about food. It's intrinsically linked to diverse health goals, from weight management and women’s wellness to broader functional nutrition. As consumers continue to seek out foods and beverages that truly work for their unique lifestyles, the demand for high-protein options will continue to grow, especially as new needs and innovative ingredients emerge.

The horizon for high-protein is expanding. We're seeing increasing interest in concepts like seed oil-free fried foods and proteins blended with specialized ingredients such as creatine, choline, and healthy fats. These emerging trends show that protein’s role in the food and beverage industry isn't static; it continues to evolve and expand, promising even more exciting developments for both manufacturers and consumers alike. The protein power-up is well underway, and the industry is constantly adapting to keep pace with this dynamic demand.