Demand for high-protein foods soars, fuelled by social media trends and the shift from ultra-processed foods

• New data from Ocado reveals demand for high-protein foods is soaring, with searches more than doubling (+105%) since last year
• Consumers are shifting towards natural protein sources such as lean meats and dairy products 
• Social media is driving new food trends, with TikTok boosting demand for products like cottage cheese
• Research shows almost half (43%) of consumers have increased their protein intake in the past year

Conventional wisdom used to dictate that high-protein diets were to help weight lifters and athletes maintain muscular physiques. New supermarket sales data suggests this is no longer the case, with demand for naturally high protein foods growing significantly as consumers associate high protein intake with a healthy lifestyle and not just gains in the gym.

Data from Ocado Retail*, the world’s largest dedicated online supermarket, shows that sales of protein-rich foods have grown dramatically year on year, with staples such as Greek yoghurt, cottage cheese, and chicken breast surging in popularity. Searches for ‘high protein’ more than doubled by 105% year on year, while searches for ‘protein rich’ increased by 85%.

Reflecting the growing shift away from ultra-processed foods, consumers are increasingly opting for whole food sources of protein, with searches for ‘natural protein’ up 20% on last year. Greek yoghurt searches are also up 56%, while egg whites, another naturally protein-rich favourite, have grown by 27%, underscoring the trend towards minimally processed whole foods. 

Steak and tuna have seen notable year on year search growth at 39% and 35% respectively, with sales up 24% and 14%. Chicken breast also remains a top choice for shoppers, with searches and sales increasing by 43% and 20% respectively since last year. 

Plant-based protein sources are also seeing strong growth. Searches for lentils have risen by 18%, chickpeas by 27%, and edamame by 44%, as meat eaters, flexitarians and vegans alike turn to these nutrient-dense options. 

Research by Ocado and Savanta** demonstrates the changing attitudes towards high-protein diets. Almost half (48%) of consumers used to think high-protein diets were just for weighlifters and athletes, but 43% have increased their protein intake over the past year. Awareness of the benefits is growing particularly quickly among young people, with 62% of 16-34s now eating more protein than they used to. 

Over half of those surveyed (52%) say they eat more protein to increase their energy levels, while almost half (49%) do so stay fuller for longer, helping them stay in a calorie deficit. 44% have upped their protein intake to help with weight management, with a third of respondents (32%) monitoring their protein intake using calorie counting apps.

Social media trends are driving demand for foods like cottage cheese, which has seen a remarkable 97% rise in searches on Ocado as TikTok users share recipes featuring the versatile ingredient. Almost half (47%) of Gen Zs say they look to social media such as Instagram and TikTok for protein inspiration, compared to a third (35%) of millennials and just 5% of boomers. 

Nic Waller, Buying Director at Ocado Retail, commented, “Protein was once seen as the reserve of bodybuilders, but today, it’s a staple for anyone looking to eat well and feel their best. Consumers are becoming more conscious of where their protein comes from, favouring natural, whole-food options over ultra-processed alternatives. At Ocado, we make it simple for customers to find the right foods to fuel their day, whatever their dietary preferences.”