Protein Has Become a Luxury — and Americans Are Still Paying the Price

Protein is having a moment. According to new research from Empower, nearly half of Americans (49%) now see protein as a premium ingredient — and they’re willing to pay more for it. In fact, 43% of consumers say protein-enhanced foods like bagels, chips, and drinks are worth the higher price tag, a number that rises to 54% among younger generations.

As costs climb, shoppers are adjusting: 55% say protein products have gotten more expensive due to inflation and tariffs, and 52% say these items have noticeably increased their grocery spending.

Younger Consumers Lead the Protein Push

Millennials and Gen Z are fueling the trend. 56% of younger consumers say they’re willing to spend more on protein products — nearly three times what Boomers spend ($71 vs. $27 per week).

Whether it’s adding “double chicken” to a bowl or tossing an extra scoop into a smoothie, younger shoppers are choosing to “make it a double.” Nearly half (48%) often pick meals with added protein, while 42% pay extra for “double protein” options, and 39% upgrade smoothies with a protein boost.

The Protein Price Tag

On average, Americans spend $50 per week on protein-focused products:

• Gen Z — $75

• Millennials — $67

• Gen X — $48

• Boomers — $27

While 65% think protein-added foods are overpriced, nearly half (49%) are still willing to pay $1–$5 more — with 23% comfortable spending $1–$2 extra per product.

What Foods Are Worth the Premium?

Traditional protein sources still lead:

• Meat — 57%

• Eggs — 40%

• Breakfast foods — 32%

• Dairy — 32%

• Poultry — 32%

But the trend is expanding to categories like snacks (29%), beverages (28%), pasta (23%), and even coffee (17%).

Even as groceries get more expensive, many Americans say protein is one item they won’t cut back on.

Protein on the Label = Higher Appeal

Half of shoppers (50%) now check protein content first when reading nutrition labels. Nearly the same share (49%) say that seeing “added protein” makes a product more appealing — particularly for Millennials (58%).

And for 43% of consumers, brand loyalty depends on protein: they’d switch to a different brand if it offered more protein, even if it costs more.

Empower’s “The Protein is Extra” survey was conducted online with 2,200 U.S. adults (18+) from September 6–7, 2025. The results are weighted to be nationally representative. (BPT)

Rising grocery costs aren’t stopping the protein trend — people still see it as a premium worth paying for.

Curious how much protein your body really needs? Check out this guide ➤ onfitnessmag.com “How Much Protein Do You Need Daily?”