Welcome to Glossy’s Wellness Week! In this series, we’ll explore the trends shaping consumer wellness decisions. Be sure to join us on Thursday at noon ET for the Glossy’s Wellness Leaders Forum – a deep dive into wellness’s evolving landscape.
When Alex Taylor and Victoria Thain Gioia co-founded Perelel in 2020, they focused on prenatal vitamins with key micronutrients like calcium and omega-3 fatty acids. But within a year, a demand began to emerge from their customers. Pregnant women, in particular, kept asking for advice on protein. In response, Perelel launched Triple Support Protein in February, offering 20 grams of plant-based protein along with fiber and creatine. This move reflects a broader shift as wellness brands, including Ritual and Ballerina Farm, integrate protein into their products.
The surge in protein consumption can be attributed to changing wellness priorities, with consumers increasingly focusing on protein’s potential to promote immunity, satiety, and healthy aging, rather than just its role in muscle building. David Hamlette, a health and wellness analyst at Mintel, notes that protein is now central to many consumers’ health strategies, offering benefits well beyond fitness goals.
The Shifting Wellness Landscape
Protein has found a new home not just in gyms, but in everyday food items like snacks, cereals, and even desserts. The emphasis is no longer on avoiding certain nutrients, as in the past with low-fat or low-carb diets, but rather on achieving a balanced, functional lifestyle. Big players like Coca-Cola, who acquired the Fairlife brand in 2020, are capitalizing on the protein boom, with Fairlife surpassing $1 billion in sales by 2022. Similarly, Sweetgreen’s protein-focused menu items were crucial drivers for their sales in 2024.
Social media platforms are also fueling this protein craze. For instance, Ninja Creami’s viral success, especially with protein-packed ice cream recipes, showcases how protein is now a sought-after addition to diverse food options. However, the ubiquity of protein in the wellness sector has sparked debate among experts about its benefits and necessity.
The Debate Over Protein Intake
Dr. Lisa Young, an RDN and adjunct professor at NYU, is skeptical about the widespread focus on protein. Despite the demand for protein-packed products, she believes that the average American already consumes sufficient protein (about 16% of daily calories) and that additional protein may not be necessary for most people. She also warns that excessive protein intake can lead to unnecessary weight gain, as the body may convert excess protein into fat.
While there are specific groups, like those experiencing menopause, using GLP-1s, or increasing their activity, who may benefit from higher protein intake, Young stresses that it’s easy to meet protein needs through regular meals, pointing out that a small serving of chicken can provide nearly 30 grams of protein.
Women and Protein
Another key factor driving protein’s popularity is the growing focus on women’s health. Brands like Perelel are targeting female consumers, particularly those managing hormonal changes related to pregnancy, menopause, or perimenopause. As weight training and muscle-building become more popular among women, particularly for health and aesthetic reasons, protein plays a key role in maintaining muscle mass and overall health.
Hamlette emphasizes that wellness brands aiming to enter the protein space should focus on hormonal balance, muscle health, and aging, as women are increasingly at the center of these wellness trends.
The Influence of GLP-1 Medications
The rise of GLP-1s, like Ozempic, has further altered the protein landscape. These medications reduce appetite and may cause users to skip traditional calorie-dense foods, making it more challenging to meet nutritional needs. As a result, snack foods enhanced with protein are gaining popularity among GLP-1 users. Experts worry that the food industry may face challenges as these medications drive people to buy less food overall, especially junk food.
Looking Ahead
While protein is currently riding a wave of popularity, its dominance in the wellness world may not last forever. Hamlette notes that consumers are still navigating what it truly means to be healthy, and trends are likely to evolve.
Ultimately, as the wellness market continues to grow and diversify, the question remains: Will protein continue to be the go-to nutrient, or will other health priorities rise to the surface? Only time will tell.
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