Talking Shop: Is Protein Peaking or Just Getting Started?

Whole30’s Melissa Urban and Chomps’ Matt Landen on how protein became the star macronutrient — and where the category is headed next.

Hey friends,

Welcome back to another week of Talking Shop. This week, we’re taking a look at one of the most popular areas of CPG – protein. No matter what you do, where you go, or who you talk to, it seems like everyone is talking about protein.

In order to understand the current market, where the protein market trend is going, what customers are looking for, what brands are doing well and wrong and so much more, I chatted with Melissa Urban and Matt Landen.

Melissa Urban is the Co-Founder and CEO of Whole30 (author and former Consumer VC Podcast guest!).

Matt Landen is the SVP of Business Development at Chomps, one of the fastest growing food brands in the United States and also previous podcast guests!

Let’s dive into it.

What’s the biggest change you’ve seen in how consumers think about protein as part of everyday foods (cereals, snacks, dairy, etc.)?

Melissa Urban: Consumer awareness of the role protein plays in health has dramatically increased. (Translation: Protein is the macronutrient du jour, and it’s been trending for a few years now.) As a result, people are far more focused on ensuring meals and snacks contain adequate protein, and that individual food selections are more protein-dense.

Matt Landen: Consumers now see protein as a core part of daily nutrition, not just for athletes or dieters. It’s the top macronutrient of focus for 2025, especially among Gen Z and Millennials, who are driving demand for high-protein options in snacks, cereals, dairy, and more. Protein is increasingly sought for functional benefits like hunger satisfaction, energy, and healthy fuel—rather than just indulgence or weight management. Personally, I’m not a gym-goer, but I still find myself prioritizing protein snacks like Chomps, Perfect Bar, and whatever brand of cottage cheese or yogurt I can find in my fridge. These snacks keep me going during the day so I have the energy in the evening to get the kids to soccer practice and help with homework. Talking with countless consumers, this approach to daily snacking is remarkably consistent.

What’s driving this change?

Melissa Urban: So far, protein is the only macronutrient that hasn’t been demonized or linked to weight gain. People are still afraid of dietary fat, thanks to the low-fat craze of the 80’s and 90’s. They’re still afraid of carbs, thanks to the low-carb craze of the late 90’s and early 2000’s, and the rise of keto in the mid-2010’s. In many people’s eyes, protein is the only “safe” macro left to consume—besides fiber, which is replacing protein as the “du jour” as we speak.

This change is also being driven by the increase in menopause-related content and education. We’re talking about menopause far more freely now. Those conversations have given rise to a new and ever-growing sub-culture of wellness. Protein is always called out by menopause-focused doctors and influencers as a key attribute in preventing weight gain and preserving muscle mass.

Matt Landen: Health is front and center, especially for younger shoppers. They want snacks that do more—keep them energized, help manage hunger, and fit into a balanced lifestyle. Plus, trends like GLP-1 use are pushing people toward higher-protein, lower-sugar options.

Do you think protein is still considered a “premium” attribute? If so, how much staying power will that have?

Melissa Urban: I’m not sure it’s “premium,” but it’s certainly reached its peak in terms of awareness and popularity. I already see protein trending down with those deeply involved in health and wellness. I think we’ve got another year or two before the general public moves away from being so protein-focused into something else. (Fiber, I predict.).

Matt Landen: Yes, but it’s shifting. People will pay extra for protein if the product tastes good and feels worth it. We also see that quality and source of protein are beginning to matter more than they used to. Over time, protein is becoming more of a baseline expectation than a luxury.

Which product categories have emerged with high-protein alternatives that feel short-lived?