Everything at the Grocery Store Is Turning Into a Protein Product
MEMPHIS, Tenn. (Youdle) – Walk into any grocery store right now and count how many products have the word "protein" on the label. It's everywhere — and it's not slowing down.
At Costco this month, high-protein muffin tops are going viral — 14 grams of protein per serving, $9.99 for eight. There's also a protein pasta from Brami that delivers 21 grams per serving and tastes like regular pasta.
Protein pancake mix. Protein waffles. Even a bake-at-home cookie mix with 13 grams of protein per serving.
This isn't just Costco being Costco. At UNFI's spring trade show last week — where grocery chains go to see what's coming to shelves — nearly 50 new private label products debuted, and the emphasis was heavily on high-protein and fiber-rich options. The Shelby Report That included protein instant oatmeal, protein frozen breakfast bowls, and protein frozen breakfast sandwiches. If it exists as a food, someone is now making a protein version of it.
So what's driving this?
GLP-1 medications changed how people eat. Shoppers using appetite-suppressing drugs like Ozempic are cutting back on snacks and sweets while increasing their intake of produce, dairy, and high-protein foods. Grocery Dive That shift created demand, and the food industry moved fast to fill it.
People want to feel like they're getting something for their calories. 51% of food shoppers plan to buy more "better-for-you" products in 2026, even at higher prices. Eat This! Protein on the label is a shorthand for "this isn't junk food" — whether or not the product is actually healthier overall.
Fiber is next. The same health-conscious trend is pushing fiber into the spotlight. Eight in 10 consumers now consider gut health important to their overall well-being The Shelby Report, which has driven demand for prebiotic drinks, fiber bars, and products with added beneficial bacteria. If you thought the protein wave was everywhere, get ready for "high fiber" to start appearing on every box and bag.
What's worth buying and what's a gimmick? A few things to keep in mind:
Check the sugar. Some "protein" products add protein powder but also load up on sugar or artificial sweeteners to make it taste good. Flip the package over.
Compare the price. A regular box of pasta costs a couple bucks. Protein pasta can cost three to four times that. If you're already eating enough protein from normal food, you're paying extra for a marketing label.
The basics still work. Eggs, chicken thighs, Greek yogurt, canned tuna, beans — these are all high-protein foods that have been cheap and available forever. You don't need a $10 protein muffin to hit your goals.
That said, if a protein pancake mix gets you to eat breakfast instead of skipping it, that's a win. Just know what you're paying for.
Use Youdle to compare options across nearby stores and find the best deals. Check the Youdle Community for real shoppers sharing their take on what's on the shelves. Subscribe to the Youdle Blog to stay on top of emerging trends and market analysis.
