Protein Continues to Dominate the Food and Beverage Market
In late 2025, experts predicted that fiber would surpass protein as the go-to ingredient in consumer packaged goods. However, Scott Dicker, senior director at SPINS, reveals that protein is still going strong in the market.
According to Dicker, protein-enhanced products can be found in almost every aisle of the store. From traditional protein sources like yogurt and eggs to newer formats like protein cereals and granolas, protein remains a top choice for consumers of all ages.
Protein-fortified beverages have also contributed to the ingredient’s popularity. Clear protein allows for inclusion in a variety of beverages beyond traditional milkshakes, further expanding its reach.
Additionally, consumers using GLP-1 medication for weight loss are turning to protein to combat muscle loss, further solidifying its importance in the market.
Top Functional Ingredients
SPINS data highlights two emerging functional ingredients: electrolytes and creatine. Creatine, in particular, has seen significant growth in recent years, with new formats like gummies and ready-to-drink products hitting the market.
Electrolytes, commonly associated with hydration, have also gained popularity. Brands are now focusing on combining hydration with other health benefits like immunity and energy.
Is Fiber the Next Protein?
While fiber won’t replace protein, there is still room for growth in the fiber market. Modern products like fiber-based teas are expected to rise in popularity, with a focus on different types of fiber for added benefits.
Looking ahead, joint health is a functional category to watch, as active consumers may seek products to support their joints. Despite the high demand for whey protein, companies may need to explore alternative proteins like plant-based or collagen due to potential price increases.
Although protein remains a key trend in CPGs, brands should approach product development thoughtfully. Simply adding protein, fiber, or other ingredients may not guarantee success, so careful consideration is essential.