The trend: Private equity firms, QSR chains, food manufacturers, and retailers are increasing their focus on protein products.

• PE firm L Catterton acquired a majority stake in cottage cheese producer Good Culture in a deal valuing the company at more than $500 million.
• Beyond Meat is selling protein drinks for a limited time on its ecommerce platform. The sparkling “protein beverage” comes in three flavors—peach mango, lemon lime, and orange tangerine—and contains 7 grams of fiber and either 10 or 20 grams of protein.
• Dunkin’, Starbucks, and Subway each added high-protein options at the start of the year.
• Walmart and Target are adding high-protein products to their assortments as part of a broader wellness push.

The big picture: Consumers’ mania for protein is expected to continue in 2026, particularly in light of the revamped US food pyramid. Those new guidelines significantly increase the recommended amount of protein from 0.8 grams per kilogram of body weight to between 1.2 to 1.6 grams. They also call for three daily servings of full-fat protein, benefiting Good Culture and other dairy brands.

For companies like Starbucks and Dunkin’, protein drinks offer a way to tap into the “better for you” trend and encourage more customers to trade up to higher-priced drinks.

• Dunkin’s protein milk can be added to any beverages with a milk or non-dairy base, or customers can choose from a variety of protein refreshers and lattes.
• Starbucks is going one step further by adding more high-protein foods, including Greek yogurt and popcorn from Khloe Kardashian’s Khloud brand, to its selection.

Implications for brands and retailers: Shoppers’ desire for healthier foods could offer growth opportunities for food brands, grocers, and QSRs this year. While many consumers seek to save money on food, they are willing to spend more on products with health and wellness benefits.

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