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Gen Z Shoppers Want Gains and They’re Reading Grocery Labels for It

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Gen Z is in a full-blown protein crazy, and it’s showing up in the food labels that make them more likely to buy…

TL;DR

  • Protein is the latest fitness obsession for Gen Z, and brands are tapping in
  • High protein labels are the ones most likely to influence young adults’ purchases at the grocery store
  • Balanced compromise labels like “low-fat” and “sugar-free” still matter to young adults, especially to those trying to eat “healthy-ish”
Thanks to Gen Z’s growing obsession with fitness, strength, and body-conscious trends (looking at you, #SkinniTok!), protein is the latest wellness must-have. Protein-packed products are showing up everywhere—lining grocery store shelves, lighting up social media, and even popping up on fast-food menus. Even dairy products are having a moment, partly due to their natural protein...

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