Protein is no longer just for bodybuilders. It’s in waffles. It’s in popcorn. It’s in the grocery cart of nearly every consumer chasing energy, wellness, or the promise of feeling “fuller longer.” And according to Fortune Business Insights, the protein market is expected to rise to $22.58 billion by 2034.

At the latest Suzy x New Hope Network webinar, Suzy’s EVP of Marketing & Communications Melissa Dunn and New Hope Network’s Content & Insights Director Bill Giebler sat down to unpack what’s really happening behind the protein boom, and what brands need to know to keep up.

Using recent Suzy research, the session explored the key dynamics shaping consumer demand, the rise of snackable protein, and the signals brands should track as the market gets more crowded and more complex.

Here’s what we learned:

Consumers want convenient, snackable protein 

Protein has gone portable, and consumers are leaning in. Across snacking, mealtime, and post-workout routines, convenience is everything. GLP-1 users in particular show a sharp spike in protein usage, with 48% increasing intake while on the drug.

Products like protein bars (50%), shakes (43%), and protein-enhanced snacks (35%) are now everyday essentials, not niche items. And it’s not just a post-workout routine. 60% of people are eating protein at meals, and 47% during snack time.

For brands, the takeaway is clear: protein is no longer a supplement, it’s a staple. Whether it’s pre-packaged or whole foods, clear protein claims need to show up wherever the consumer is.

Protein is a proxy for wellness, but it’s not everything

Consumers reach for protein for four main reasons: general wellness (73%), energy (63%), muscle building (47%), and weight loss (43%). The wellness halo is real, but there are limits.

While 50% of shoppers frequently seek out high-protein products, 29% report discomfort from protein consumption, and some sources may carry unintended side effects. That means wellness claims need to be earned, not assumed.

Brands playing in this space have an opportunity, and a responsibility, to position protein as part of a balanced story, not a silver bullet.

Trust and transparency still trump trends

Despite a rush of innovation, consumers are keeping things simple when it comes to trust. They want protein that’s clean, effective, and familiar. Sustainably sourced doesn’t turn heads. What does? High protein content, digestive ease, and no artificial ingredients. In fact, 74% of consumers say it’s important that protein products have clear, familiar ingredients.

And when it comes to proteins consumers trust, animal protein leads (62%), followed by plant-based sources (42%). But newer alternatives like lab-grown or insect-derived proteins are met with skepticism—only 15% trust them.

The lesson for brands: don’t just innovate, communicate. If your protein story is hard to follow, consumers are more likely to walk away.

Innovation needs credibility, not just curiosity

There’s interest in novel protein sources, but adoption hinges on brand trust. Consumers are far more likely to try new formats if they come from a brand they already know (54%) or can sample first (55%).

That puts pressure on emerging players and big brands alike: curiosity is the spark, but familiarity is the fuel. And with 45% of people still not interested in trying new protein sources, there’s a long road from awareness to action.

If you're innovating with alternative sources, make sure your consumer feels confident, not  confused. And promote a balanced diet—protein doesn’t need to be consumed at the sacrifice of other nutrients.

So what should brands do?

• Make claims crystal clear. Especially in snack and on-the-go formats, consumers need to see the protein value right away, and trust what it delivers.
• Lead with familiarity. Animal and plant-based proteins are still the most trusted. When experimenting, anchor to what consumers already believe in.
• Balance wellness with realism. Consumers want protein, but not at the expense of digestion or a full, balanced diet.
• Innovate but don’t overcomplicate. Novel formats are welcome, but only if they come with reassurance, transparency, and real benefits.

The takeaway for brands

The protein space is evolving faster than many brands realize. The opportunity isn’t just to add grams. It’s to listen closely, speak clearly, and deliver products that meet consumers where they are, without making them work for it.

Want to dive deeper into the protein boom? Catch the full session here: https://suzy.news/new-hope-protein-webinar 

And if you’re rethinking how your brand shows up in the health and wellness space, Suzy can help you test smarter, learn faster, and build what people actually want.

Let’s talk.