Why manufacturers, brands, and consumers are all saying the same thing – more protein, please.
A recent BBC article highlighted a familiar story: a consumer tweaking their diet with a fitness app begins noticing protein-enriched versions of almost everything – yoghurts, cereals, coffees, even pasta. It’s a relatable journey that mirrors what we’re hearing across the supply chain from retailers, product developers, and brand managers alike.
As a wholesale food ingredient supplier, Lehmann Ingredients has seen a sharp uptick in demand for high-protein ingredients. We’re not just responding to a passing fad; this is a shift in formulation strategy and consumer expectation that continues to gather pace.
What’s Driving the Protein Boom?
The numbers don’t lie. As the BBC pointed out, according to Nielsen data, between March 2024 and March 2025, sales of protein-labelled products rose 4.8% by volume in the US. And milk, long in decline, saw its first consumption growth since 2009, partly due to renewed interest in its protein content.
This growth isn’t limited to dairy. Consumers are reaching for protein in bakery, dairy alternatives, confectionery, and even soup, with a heightened awareness of macronutrients, fitness goals, and long-term health. Even traditionally indulgent categories are being reformulated to meet protein benchmarks.
The View from Our Side: What Brands Are Asking For
At Lehmann Ingredients, protein has quickly become a priority across our product categories. We’re seeing:
- Increased demand for functional plant-based proteins: not just market standard like pea protein, but proteins like barley-malt rice (a low viscosity soluble protein from upcycled brewers spent grain), fava bean (a highly soluble protein with emulsification properties), and hydrolysed wheat (with high digestibility, solubility and glutamic acid), especially for plant-based and formulations requiring heat stability in UHT and extruded snacks.
- Ingredient reformulation requests: brands looking to boost protein content without increasing calories, altering taste, or impacting label claims.
- Interest in specialised protein ingredients – such as high-leucine fractions like beta-lactoglobulin or collagen, continue to grow across the industry. While we don’t currently offer these proteins in our range, we’re closely monitoring the space as innovation evolves and will continue focusing on delivering high-quality, versatile protein ingredients that meet the needs of today’s core food and beverage formulations.
We’re also seeing more questions about the bioavailability, taste masking, and amino acid profiles of protein ingredients, particularly in clean-label and plant-based systems.
Balancing Nutrition with Label Appeal
As the BBC article also notes, the “high-protein” badge can act like a health halo. Consumers often equate it with better-for-you products, even when that’s not necessarily the case. While most adults in developed countries already meet or exceed their protein requirements, the perception of added protein still carries significant marketing weight.
This puts pressure on brands to not only add protein, but also do so with transparency, accuracy, and functionality. That’s where we come in: helping manufacturers select the right protein source for the application, consumer profile, and regulatory context.
So, Is Protein Still Worth the Hype?
Absolutely – if it’s done right.
The rise of fitness apps, meal tracking, and protein-aware consumers has created a new baseline. Whether it’s performance nutrition, healthy ageing, or weight management, protein will remain central to how food products are positioned—and purchased.
For food and beverage brands, that means now’s the time to innovate. The protein-enriched shelves aren’t going anywhere, but standing out will depend on ingredient quality, flavour, mouthfeel, and labelling strategies.
Talk to Us About Protein
From traditional plant-based isolates to highly functional protein, we offer a broad portfolio of high-quality protein ingredients—backed by supply chain reliability, technical know-how, and responsive UK distribution.
Whether you’re fortifying a drink, building a high-protein snack, or exploring alternative proteins for vegan lines, we’re here to help you get to market faster with fewer formulation headaches.
