Searches for high-protein sources are increasing as consumers shift away from so-called ultra-processed foods, according to data from Ocado.
Ocado revealed that consumers are shifting towards natural protein sources such as lean meats and dairy products, with searches for “high protein” more than doubling (+105%) since last year and searches for “protein rich” increasing by 85%.
Demand for naturally high-protein foods is growing significantly as consumers associate high protein intake with a healthy lifestyle. Research shows that almost half (43%) of consumers have increased their protein intake in the last year and figures from Ocado show that sales of protein-rich food such as Greek yogurt, cottage cheese and chicken breast are surging in popularity.
Consumers are increasingly opting for whole food sources of protein, with searches for “natural protein” up 20% on last year. Greek yogurt searches are also up 56%, while searches for egg whites have grown by 27%, underscoring the trend towards minimally processed whole foods.
Social media trends are driving demand for foods such as cottage cheese, which has seen a 97% rise in searches on Ocado. Almost half (47%) of Gen Zs say they look to social media such as Instagram and TikTok for protein inspiration, compared with a third (35%) of millennials and just 5% of baby boomers.
Steak and tuna have seen notable year on year search growth at 39% and 35% respectively, with sales up 24% and 14%. Chicken breast also remains a top choice for shoppers, with searches and sales increasing by 43% and 20% respectively since last year.
Plant-based protein sources are also seeing strong growth. Searches for lentils have risen by 18%, chickpeas by 27%, and edamame by 44%, as meat eaters, flexitarians and vegans alike turn to these nutrient-dense options.
“Consumers are becoming more conscious of where their protein comes from, favouring natural, whole-food options.”
Research by Ocado and Savanta demonstrates the changing attitudes towards high-protein diets. Almost half (48%) of consumers used to think high-protein diets were just for weightlifters and athletes, but 43% have increased their protein intake over the past year. Awareness of the benefits is growing particularly quickly among young people, with 62% of 16-34s now eating more protein than they used to.
Nic Waller, buying director at Ocado Retail, commented: “Protein was once seen as the reserve of bodybuilders, but today, it’s a staple for anyone looking to eat well and feel their best. Consumers are becoming more conscious of where their protein comes from, favouring natural, whole-food options over ultra-processed alternatives.”
More than half of those surveyed (52%) say they eat more protein to increase their energy levels, while 49% do so to stay fuller for longer, and 44% have upped their protein intake to help with weight management, with a third of respondents (32%) monitoring their protein intake using calorie counting apps.
