The Protein Shift: What’s Fueling Snacking’s Strongest Category
High-protein snacks are capturing a growing share of the snack market as consumers increasingly look for foods that deliver both satisfaction and function. For operators, this momentum represents a strong opportunity to align product assortments with rising demand for sustaining snack options.
The global protein snacks market is projected to nearly double in value by 2032, according to market researchers, fueled by consumers seeking convenient options that deliver both taste and nutrition. As Americans snack more often — nearly half snack three or more times daily, according to Circana — protein-rich options are becoming an easy
The Protein Boom
Protein is having a moment and for good reason. It helps curb hunger, supports energy levels, and provides a longer-lasting feeling of fullness. These benefits make high-protein snacks especially appealing to consumers managing busy workdays or weight-conscious routines.
Industry analysts say “better-for-you” snacking is driving much of the growth. Circana’s Sally Lyons Wyatt notes that nearly 49% of consumers snack three or more times daily, and 61% say they want snacks high in protein. That demand is even stronger among younger generations.
This aligns with other shifts shaping the snack aisle, from functional and nutrient-dense options to products that cater to those using weight-loss medications like GLP-1s, who are often encouraged to prioritize protein and fiber.
Once mostly associated with sports-nutrition products, protein rich snacks are now part of mainstream food choices for busy consumers looking for energy and satisfaction. “Operators seeing the strongest gains are keeping core performers like bars while rotating in newer, everyday formats — think salty snacks, baked bites, and drinkable or plant-based proteins,” said Katelyn Davis, Director of Financial Reporting & Continuous Improvements at Seventh Wave Refreshments. “Using sales velocity as a simple scoreboard, keep what’s moving, swap what isn’t, and refresh your product catalog with minimal risk and increased performance.”
What’s Showing Up on Shelves
While protein bars still anchor the category, protein is showing up across more formats that align with how people snack throughout the day. Recent research shows strong growth in savory options like protein crisps and pretzels, which appeal to consumers wanting a satisfying texture with functional benefits. Dairy-based protein snacks, such as yogurt formats, remain top performers for those seeking both convenience and familiarity.
Plant-based protein sources — including pea protein and chickpeas — continue to capture a growing share, drive by demand for sustainable and allergen-friendly options. At the same time, brands are introducing snacks that pair protein with added benefits, such as fiber and probiotics, positioning them as energizing and balanced choices.
Packaging and label cues are also playing a role. Industry analysts note that clear callouts, such as grams of protein, plant-based, and lower sugar, help guide purchase decisions, especially as consumers are becoming more conscious of artificial ingredients commonly used in protein snacks.
Steady demand for protein is redefining what a snack needs to be. It’s no longer just a quick treat;
it’s an everyday source of fuel that supports energy, focus, and wellness throughout the workday. As this shift continues, operators who view protein as a foundational category, rather than a specialty one, will be better positioned to grow sales and stay aligned with consumer expectations.
Protein isn’t a passing preference; it’s shaping the future of snacks. For operators looking to differentiate in crowded breakrooms and micro markets, leaning into that shift today means being ready for where the category is headed tomorrow.
Strategic Takeaways for Operators
- Highlight protein benefits clearly. Use on-pack messaging like grams of protein, “plant-based,” or “muscle-fueling” to catch attention.
- Test new formats. Introduce one or two trending protein snacks at a time to gauge interest before expanding offerings.
- Balance flavor and function. Consumers won’t compromise on taste, so include both indulgent and savory items.
- Rotate and refresh. Seasonal flavors, limited time offers, and emerging plant-based proteins can create excitement and drive impulse buys.
- Track performance. Analyze sales data to identify top performers and adjust the assortment to match what your customers actually reach for.