High-Protein Everything

Protein became the defining macro of 2025, with consumers targeting 30+ grams per meal—a threshold that outperforms #5 the average plant-based diet's 15g per serving. Greek yogurt, cottage cheese, eggs, legumes, and meat alternatives now revolve around protein content, with traditional carb-heavy products like Halo Top protein ice cream, high-protein pasta, and fortified baked goods hitting shelves. The trend is quantified: sales of high-protein products surged 50% year-on-year, surpassing even Functional Beverages' 34% growth rate. At 25g per cup for cottage cheese and 20g per serving for Greek yogurt, these staples deliver 35% more protein than the typical rival snack, making protein maximization the new dietary norm.