Geiger says processors that already supply dairy proteins such as whey, casein, and milk powders are well positioned as food developers continue to integrate dairy ingredients into product categories far beyond the traditional dairy aisle.
More Americans Want More Protein
Protein’s popularity continues to accelerate across nearly every age group. According to the International Food Information Council (IFIC):
- In 2022, 59% of American consumers tried to increase dietary protein.
- By 2023, that number climbed to 67%.
- In 2025, 70% of consumers reported wanting more protein in their diets.
“Protein is top of mind for consumers in making a better-for-you purchase,” said Billy Roberts, senior food and beverage analyst with CoBank. “Dairy products’ inherent benefits position them well to resonate with consumers, particularly those adjusting their diets for weight loss or to abide by the recently announced Dietary Guidelines.”
New Dietary Guidelines and GLP 1 Weight-Loss Drugs Boost Demand Further Several external forces are amplifying protein demand:
- New U.S. Dietary Guidelines (Published Jan. 7) -- The recommended daily allowance of protein for adults was increased from 0.8 g/kg of body weight to 1.2–1.6 g/kg — a 50–100% jump.
- Growing Use of GLP 1 Weight-Loss Medications -- Medications like Ozempic and Wegovy have shifted eating habits toward:
- higher-protein foods
- yogurt
- fresh produce
- protein bars and meat snacks
According to KFF, 12% of U.S. adults were using GLP 1 medications as of November 2025 — a number expected to rise sharply as cheaper pill versions launch this year.
A Cornell University study found that GLP 1 users increased spending on yogurt, fruits, vegetables, protein bars, and meat snacks. Danone, maker of Oikos Greek yogurt, has also reported double-digit growth in its high-protein products, with trends accelerating alongside GLP 1 adoption.
High-Protein Products Bring Something Else: Price Premiums Beyond nutritional demand, there is strong financial motivation for manufacturers.
Products with a “high-protein” label can command a price premium of up to 12%, according to estimates from Circana and other research firms. This makes protein not only a health trend but also a revenue driver for brands. Snacks and Ready-to-Drink Shakes Represent Key Growth Categories.
Although snacking has surged for decades, only 17% of consumers say they prioritize protein when choosing a snack, according to IFIC. CoBank sees this as a major opening for both dairy processors and food brands. High-protein snacks made with dairy ingredients could:
- satisfy consumer interest in health
- support satiety
- meet rising convenience demands
Meanwhile, ready-to-drink (RTD) protein shakes remain one of the fastest-growing categories in the store.
Circana data shows:
- RTD protein shake sales have climbed 71% in four years
- Revenues grew from $4.7 billion to $8.1 billion
- Continued growth is expected
Dairy Positioned for a Long-Term Retail Transformation
“The amino acids in dairy products will create even more opportunities for dairy as stand-alone products and ingredients,” Geiger added. “Ultimately, this transformation in the retail space represents a significant, long-term opportunity for dairy processors and food manufacturers alike.”
With higher protein recommendations, shifting health habits, a booming snack market, and strong price premiums, CoBank concludes that dairy is uniquely positioned to become a central player in the next wave of protein-focused innovation.
Photo Credit: Pexels-Ouça e Relaxe