Nourish Food Marketing’s 2025 Trend Report reveals that 71% of consumers want to eat more protein. In addition, according to Canadian Grocer, research from Ipsos Five reports the number of Canadians who identify protein as their most important nutritional consideration has risen 112% since 2015, and 20% since 2020. While it still trails calories, sugar, and sodium in terms of health priorities, Ipsos indicates protein is, by far, the fastest growing.
This pattern is reinforced by Agriculture and Agri-Food Canada, which reports, in 2023, packaged food proteins (animal-derived and plant-based) totaled a volume sales of 32.4 thousand tonnes. These sales grew at a compound annual growth rate of 2.4% between 2018 and 2023 and are forecast to grow by 2.3% to 33.6 thousand tonnes in the five-year period ending in 2028.
“Our consumers are increasingly aware of the well-documented benefits of protein, such as weight management, muscle building, and overall well-being,” says Sandra Cadieux, senior vice-president, strategic business development at Saputo. “As these consumers become more health conscious, there is a greater focus on meeting specific nutritional needs through a high-protein diet.”
Several factors are driving this growth. For one, Canadians are seeking protein from a greater variety of sources, and consuming it throughout the day. In response, food manufacturers are launching innovations across several categories and featuring high-protein claims more prominently in their marketing.
UNLIKELY PROTEIN SOURCES
Protein is branching out beyond its traditional place at the center of mealtimes and is, increasingly, becoming part of Canadians’ snacking experience. Cheese-based snacks, hummus, and jerky—both meat and plant-based—are among the products consumers are grabbing for a quick hit of protein.
There are even options for sweet-toothed consumers who want a little more substance in their midday treats. According to Devin Powell, vice president, retail for Protein Candy, sales in Canada have been strong enough to prompt the company to introduce the product to the U.S. market. “Protein Candy is filling the gap in the market between protein bars and candy to bring the best of both worlds together,” he says.
It all adds up to more protein-rich products in more categories than ever before, made to consume at any time of day. As Jenny Longo, vice-president, private brands at Longo’s, puts it: “Protein-forward and healthier snacking options are a trend we’re seeing right now and expect it to grow through the foreseeable future.”
WHOLE FOODS AND REVAMPED CLASSICS
While products such as cereal and candy are expanding the notion of what foods provide a good hit of protein, interest in traditional sources hasn’t waned. Some food manufacturers are putting a higher-protein twist on staple products. One such company is Saputo, whose Dairyland 18g of Protein beverage contains twice as much protein as regular milk.
Even in the world of meat—arguably the first food to come to consumers’ minds when they think of protein—there are signs of innovation. According to the Whole Foods Market Trend Report for 2025, organ meats are having a moment. The report states: “Organ meats are being touted as a superfood providing significant protein, vitamins, and minerals, leading shoppers to seek meat blends that combine traditional muscle meat like ground beef with organ meats and making it easier to enjoy the nutritional benefits without having to learn how to prepare liver, kidney, or heart.”
GENERATIONAL EFFECTS OF PROTEIN
Protein is popular with consumers of all ages. A recent research from the NNEdPro Global Institute for Food, Nutrition, and Health shows online search interest for the term “high protein” increased 32% in the 12 months leading up to May 2023, with no indication this five-year high will slow down.
But not everyone approaches it the same way. “The way our consumers engage with protein varies significantly across generations,” says Saputo’s Cadieux. “Our Gen-Z consumers tend to focus more on sustainability and the impact of diet trends on social media, while our millennial consumers value convenience and health, often opting for protein-rich snacks and meal replacements to fit their busy lifestyles.”
Teresa Spinelli, owner of the Alberta-based independent grocery chain Italian Centre Shop, says gen-X and baby boomer shoppers have slightly different priorities. “Older generations tend to stick with familiar protein sources,” she explains. “I think older demographics are interested in protein for its benefits in maintaining muscle mass to support healthy aging.”