The Protein Revolution: What It Means for Investors and Advisors in 2025 and Beyond
Protein is no longer just a buzzword in the fitness world—it’s reshaping the entire food and restaurant industry. From Starbucks to fast-casual chains like Sweetgreen and Dutch Bros, the protein craze is driving menu innovation and consumer spending in a way that investors and financial advisors need to watch closely.
Why the Protein Boom?
The surge in protein demand isn’t just a fleeting trend. It’s rooted in a fundamental shift in consumer behavior. Younger generations—Gen Z, Millennials, and even Gen Alpha—are more health-conscious and proactive about their diets than ever before. Social media amplifies the message that protein is essential for muscle building, satiety, and overall wellness. This has led to a remarkable jump: Datassential reports that 28.4% of U.S. restaurant menus highlighted protein in 2025, up from just 5.9% a decade ago, with projections exceeding 40% by 2029.
Moreover, the rise of GLP-1 drugs like Ozempic, which promote weight loss but can reduce muscle mass, has created a new niche of consumers who need higher protein intake to maintain muscle health. Smoothie King’s recent launch of a GLP-1-friendly protein menu is a prime example of how brands are innovating to meet evolving nutritional needs.
Investor Insight: Protein as a Premium Upsell
For restaurant chains, protein is a powerful tool to justify premium pricing. Starbucks’ upcoming protein-packed cold foam, priced at an additional $1.25, and Dutch Bros’ protein coffee add-on are not just menu items—they’re revenue drivers. Dutch Bros has already seen strong same-store sales growth and profit gains from their protein coffee launch in early 2024.
This trend underscores a broader investment thesis: companies that successfully integrate health-forward, protein-rich options can capture higher margins and attract loyal customers in a competitive market. Fast-casual chains like Sweetgreen, which increased dinner sales by focusing on protein plates, illustrate the scalability of this approach.
What Advisors Should Watch
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Consumer Health Trends Are Reshaping Markets: Investors should monitor companies that adapt quickly to health-conscious consumer demands, especially those offering convenient, high-protein options. The protein trend is backed by solid data, not just hype.
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Menu Innovation Drives Growth: Brands that innovate with protein-focused products—whether through new offerings or reimagined classics—are positioned for growth. IHOP’s protein-rich pancakes and Panda Express’s balanced protein plates are great case studies.
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Long-Term Protein Consumption Risks: While protein is popular, advisors should caution clients about excessive intake, which may pose kidney risks over time. The CDC recommends about 46 grams daily for women and 56 grams for men. Balanced nutrition remains key.
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Watch for Protein-Related M&A and Product Launches: The protein craze is attracting investment and partnerships. For example, celebrity-backed products like Khloe Kardashian’s Khloud protein popcorn show the crossover appeal of protein beyond traditional food sectors.
Unique Example: The Rise of Protein-Enhanced Beverages
A lesser-known but rapidly growing segment is protein-enhanced beverages. According to Mintel, protein drinks are increasingly favored for their convenience, especially among busy urban professionals and fitness enthusiasts. This segment is expected to grow by 8-10% annually over the next five years, outpacing many traditional food categories.
What’s Next?
The protein trend is far from plateauing. Expect more personalized nutrition offerings, including protein options tailored to specific health conditions like diabetes or muscle recovery. Technology-driven menu customization will also become standard, allowing consumers to adjust protein levels on demand.
For investors, the key is to identify brands that combine protein innovation with operational efficiency and strong consumer engagement. For advisors, guiding clients toward diversified portfolios that include health-focused food companies can capture this secular growth trend.
In summary, protein is no longer just a dietary choice—it’s a strategic lever for growth in the food industry. At Extreme Investor Network, we believe this trend will redefine consumer spending patterns and create compelling investment opportunities for years to come. Stay ahead by watching how protein shapes menus, marketing, and margins in 2025 and beyond.
Source: Restaurants like Starbucks, Smoothie King seek to join protein trend