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 content. And on social media, high-protein recipe videos are racking up millions of views, inspiring Gen Z to try new things in the kitchen. And they’re not just watching—they’re quite literally willing to put money where their mouth is: YPulse’s Health and Fitness report shows 58% of 13-24-year-olds agree, “I spend extra money to buy healthier foods.” From Starbucks’ protein cold foam to Khloé Kardashian’s Khloud popcorn, brands are acting quick to meet this rising demand. But when it comes to actual grocery shopping, is the protein craze really impacting what they put in their carts—or is this a trend that’s bigger online than it is in real life? YPulse’s Food Shopping and...
- Article
