The protein shift: navigating the new era of functional demand

Published: 16-Mar-2026
Ingredients

Based on the company’s recent trend report, Kate Kehoe, Marketing Manager at FMCG Gurus, explores how protein’s shift from sports nutrition to everyday metabolic health is forcing brands to rethink allocation, efficacy and credibility as demand expands across mainstream food formats

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In 2026, the protein market has moved far beyond the specialist sports nutrition aisle and is evolving into a cornerstone of everyday health and metabolic management.

As consumers increasingly associate protein with satiety, stable energy and healthy ageing, the industry is witnessing a structural shift in dietary priorities.  

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