The protein boom

Decoding the Shopper · Feb 27, 2025 · 11m

Protein is the hottest trend in the dairy aisle, but why has demand skyrocketed in recent years? In this episode, Thomas Hole and Michael Mackenzie from Kantar explore the evolving high-protein category, from its origins in yogurt and drinks to its expansion into cheese, desserts, and even coffee. We give a 360 degree view of the consumer as we dive into who’s buying these products, how the target demographic is shifting, and what’s driving sustained double-digit growth. But with opportunity comes challenges—shelf space is tightening, and brands must innovate to stay relevant. Hear expert…