Key stat: 40% of US adults say "high protein" labels are most likely to drive grocery purchases, beating "all natural" (38%), "low sugar" (35%), and every other claim, according to a December 2025 survey from Zappi.

Beyond the chart:

• Households with GLP-1 users could account for 35% of US food and beverage sales by 2030, up from 23% today, according to Circana.
• Meanwhile, the revamped US food pyramid nearly doubled the recommended daily protein intake from 0.8 to 1.2 to 1.6 grams per kilogram of body weight, pushing protein from a fitness niche into mainstream nutrition.

Use this chart: Drop this in your CPG product roadmap deck to justify protein-forward reformulation or new SKUs. Show category managers that 40% of US adults rank high-protein claims above every other label, in line with GLP-1-driven demand and the revamped US food pyramid that put protein at the center of 2026 shopping.

Related EMARKETER reports:

• Infopack: Grocery Forecast 2026 (EMARKETER subscription required)
• Top Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the March 2026 Zappi report "CPG-Mega Trends Report." 2,000 US consumers ages 18+ were surveyed online during December 2025.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.