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

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…

Written and Edited by the YPulse Editorial Team

Jun 24 2025
North America

KEY TAKEAWAYS

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 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...