The protein snacks category is entering a new era of opportunity. Once a niche offering focused primarily on fitness consumers, protein-rich snacks are now a mainstream staple—and the data proves it. In 2025, the global protein snacks market has hit $24 billion in sales, growing at three times the rate of the overall snacking category.
As consumers continue to seek out healthier, functional, and convenient eating options, protein snacks are becoming a go-to choice. But what’s fueling this growth, and where is the category headed next?
Younger Consumers Are Reshaping the Protein Snack Landscape
Growth in the protein snacks category is being driven largely by Gen Z and Millennial consumers, who now represent 34% of the market—a sharp rise from 29% in 2019. These generations prioritize health, functionality, and sustainability, and they’re looking for snacks that can keep up with their busy, on-the-go lifestyles.
Today’s shoppers aren’t just reaching for a quick energy boost—they’re demanding snacks that deliver clean ingredients, plant-based options, and functional benefits like satiety, gut health, or muscle recovery.
Innovation Is Catching Up to Demand
While demand for protein snacks has surged, product innovation has lagged—until now. In 2025, brands are finally stepping up with new formats and flavors that reflect evolving consumer expectations.
Recent launches include:
High-protein pretzels, popcorn, brownies, and cookies
Plant-based chips and savory meat alternatives
Protein-infused smoothies, savory snack bites, and RTE meals
This wave of innovation caters not only to fitness-focused consumers, but also to broader audiences seeking snacking variety without sacrificing nutritional value.
The Plant-Based Shift Continues
Consumers’ growing interest in sustainable and plant-based nutrition has made a major impact on the protein snack category. More brands are leaning into non-animal protein sources like:
Peas, lentils, and chickpeas
Mushrooms and other whole-plant ingredients
These snacks appeal to a wide demographic, including vegans, vegetarians, and flexitarians, who value ingredients that are recognizable, minimally processed, and better for the planet.
Brands like Beyond Meat and Impossible Foods have helped mainstream the category with plant-based jerky and snack products that are now widely available across retail and foodservice channels.
Diverse Protein Sources Are Driving Consumer Choice
As demand grows, so does the diversity of protein sources available. In 2025, we’re seeing a broad spectrum of ingredients making their way into high-protein snack offerings, including:
Whey and collagen for performance and recovery
Nuts and seeds for natural, nutrient-dense options
Pea protein and soy for plant-forward solutions
Consumers are also increasingly label-conscious—seeking clean, simple ingredient lists and transparent sourcing.
What’s Next for Retailers and Brands?
To stay competitive in the evolving protein snack space, retailers and manufacturers should consider:
Expanding assortment to include both functional and indulgent formats
Highlighting plant-based offerings to meet growing sustainability demands
Segmenting by lifestyle—fitness, wellness, snacking, and meal replacement
Investing in innovation that prioritizes taste, texture, and clean nutrition
The takeaway? Protein snacks are no longer just for the gym crowd. They’re a fast-growing, multifaceted category with widespread appeal—and the brands that innovate with intention will lead the next wave of growth.