According to data from online retailer Ocado, more consumers are choosing natural protein sources such as lean meats.
The retailer shared that searches for “high protein” had more than doubled (+105%) since 2024, while searches for “protein rich” increased by 85%.
Research showed that 43% of consumers had increased their protein intake in the last year, with figures showing that sales of protein-rich food such as chicken breast had surged in popularity.
Almost half (47%) of Gen Zs said they looked to social media such as Instagram and TikTok for protein inspiration, compared with 35% of millennials and just 5% of baby boomers.
“Consumers are becoming more conscious of where their protein comes from.”
Nic Waller, Ocado
Steak saw notable year-on-year growth at 39%, with sales up by 24%. Chicken breast remained a top choice for shoppers, as searches and sales increased by 43% and 20% respectively since last year.
Nic Waller, buying director at Ocado Retail, commented: “Protein was once seen as the reserve of bodybuilders, but today, it’s a staple for anyone looking to eat well and feel their best.
“Consumers are becoming more conscious of where their protein comes from, favouring natural, whole-food options over ultra-processed alternatives.”
Research by Ocado and Savanta demonstrated the changing attitudes towards high-protein diets. According to Ocado, 48% of consumers used to think high-protein diets were just for weightlifters and athletes, but 43% have increased their protein intake over the past year.
Awareness of the benefits of a high-protein diet is growing particularly quickly among young people, with 62% of people aged 16-34 now eating more protein than they used to.
Of those surveyed, 52% said they eat more protein to increase their energy levels, while 49% do so to stay fuller for longer.
