Protein continues to gain attention from consumers, and dairy is well-positioned to meet the growing demand.
In June, Midwest Dairy hosted a consumer and market insights webinar for processors and retailers featuring Innova Market Insights, a leading global market research firm. The webinar explored the growing number of protein-focused foods and beverages appearing on retail shelves and the consumer preferences driving the trend.
One key takeaway was that protein has evolved beyond its traditional connection to sports nutrition. Today, protein has become a mainstream wellness cue for consumers looking to support their overall health and nutrition.
According to a recent Innova Market Insights survey of 3,000 U.S. consumers, more than half of adults said they are paying attention to their protein intake. That interest is showing up across nearly every major retail category, while restaurants such as Starbucks and Chipotle are also incorporating protein into their offerings.
The trend is particularly significant for yogurt. According to Circana, protein-enhanced yogurts represented half of all yogurt sales by volume in 2025 and continue to contribute to category growth this year.
Dairy also holds a strong position when it comes to consumers’ preferred protein sources. Milk and cheese rank just behind meat as preferred sources of protein, giving dairy products an opportunity to meet consumers’ growing interest in convenient, nutritious protein options.
The webinar drew 34 registrants, with participants giving positive feedback. One hundred percent of survey respondents said they would be very or extremely likely to attend future webinars hosted by Midwest Dairy.
For those who missed the webinar or want to revisit the insights, the recording, “Protein Claims & Dairy,” is available to watch on MidwestDairy.com.