Weekend Consumer Blast: The Protein Craze – Fad or Fundamental Shift?

Research evidence excerpt

Weekend Consumer Blast: The Protein Craze – Fad or Fundamental Shift?

24 July 2026

Weekend Consumer Blast: The Protein Craze – Fad or

Fundamental Shift?

Danilo Gargiulo +1 917 344 8475 danilo.gargiulo@bernsteinsg.com

Aneesha Sherman +1 917 344 8457 aneesha.sherman@bernsteinsg.com

Alexia Howard +1 917 344 8453 alexia.howard@bernsteinsg.com

Callum Elliott, CFA, ACA +44 20 7676 7183 callum.elliott@bernsteinsg.com

Euan McLeish +81 3 5962 9611 euan.mcleish@bernsteinsg.com

Ian Moore +1 917 344 8434 ian.moore@bernsteinsg.com

Jignanshu Gor +91 226 842 1494 jignanshu.gor@bernsteinsg.com

Luca Solca +41 582 723 126 luca.solca@bernsteinsg.com

Nadine Sarwat, CFA +44 20 7676 6849 nadine.sarwat@bernsteinsg.com

Richard J. Clarke, FCA +44 20 7676 6850 richard.clarke@bernsteinsg.com

Trevor Stirling +44 20 7676 7521 trevor.stirling@bernsteinsg.com

William Woods +44 20 7676 6806 william.woods@bernsteinsg.com

Yugo Shima +81 3 6777 6994 yugo.shima@bernsteinsg.com

Zhihan Ma, CFA +1 917 344 8303 zhihan.ma@bernsteinsg.com

By Danilo Gargiulo, U.S. Restaurants While consumers have prioritized protein for decades, the last 18

months have seen a rapid acceleration with menu penetration at

Protein is having a moment and unlike most food trends, it seems to restaurants reaching unprecedented levels. To understand whether

be showing up everywhere at once. From coffee and ice cream to restaurants are making the right bet or just chasing the latest fad,

restaurants marketing 100g+ protein plates, this trend has endless it's worth looking at prior dietary trends and the sustainability of

possibilities and it’s reshaping how consumers think about everyday high-protein diets and protein-centric menu offerings for both

food and beverage choices.