Health-conscious Generation Z is significantly boosting the demand for protein, with recent survey findings indicating 66% of young adults aged 16 to 34 in the UK have increased their protein intake over the past year. This uptick is largely attributed to the influence of social media platforms, particularly TikTok and Instagram, where influencers tout the benefits of incorporating protein-rich foods for overall health.
The survey was conducted by the UK newspaper The Times on March 2, 2025, and reflects shifting attitudes toward diet and nutrition among younger generations. Half of the respondents acknowledged the motivational role of social media influencers, asserting they feel pressured to increase their protein consumption to maintain energy levels and prolong feelings of fullness, rather than merely for muscle building.
Interestingly, 40% of those surveyed noted they associate higher protein intake with effective weight management. This aligns with the current trend among health-minded Gen Z individuals. Approximately one-third of this demographic visits health stores multiple times each month. The increased focus on health among Zers positions them as one of the most health-conscious groups to date, outpacing both Millennials and Baby Boomers who reported lesser influences from social platforms (33% and 5%, respectively).
The surge in protein consumption has had tangible effects on the market as well. Online grocery retailer Ocado recorded an astronomical fivefold increase since 2023 for searches related to high-protein products on their website. Searches for chicken breast, largely popular among health enthusiasts, surged by 43%, marking the highest increase. Following closely were steak and salmon, with increases of 39% and 35%, respectively.
Remarkably, demand for cottage cheese—a staple from earlier decades—has risen by 97%, largely encouraged by its promotion through various social media channels. Once considered largely bygone, this dairy product is making its way back onto grocery lists for many health-conscious young people.
Besides the noticeable shift toward higher protein products, consumers are increasingly choosing to source their protein from natural foods rather than processed options. Influencers have spotlighted the drawbacks of ultra-processed protein shakes and supplements, steering preferences back to whole food sources such as lean meats and dairy.
Nicola Waller, Ocado's buying director, remarked on this trend, stating, "Protein was once regarded as the domain of bodybuilders, but today, it has become indispensable for anyone wishing to eat well and feel their best." Waller noted a growing consumer consciousness about the origins of their protein sources, with many preferring natural alternatives over highly processed options.
Social media's role in influencing dietary choices cannot be understated. Platforms like TikTok have become breeding grounds for health trends, where influencers showcase high-protein recipes and recommend various high-protein snacks, leading their followers to adapt their eating habits accordingly. This trend has increasingly drawn the attention of brands aiming to capitalize on the health-oriented shift.
The rise of TikTok and Instagram has made nutrition education more accessible, connecting younger audiences with experts, fitness enthusiasts, and culinary influencers who share knowledge about the importance of protein. A significant number of health-conscious Zers are now more informed than previous generations about the role of protein not just for muscle growth but also for overall well-being.
Traditionally, the association of protein with weightlifting and sports is now supplemented by broader health connotations. Gen Z seems to understand proteins as integral not only for physical appearance but also as part of maintaining energy and supporting mental health.
The findings reflect broader market trends as companies pivot to cater to the growing demand for protein-rich and nutrient-dense foods. Many brands are beginning to introduce products low in additives and sugars, prioritizing natural ingredients suitable for the health-conscious consumer.
Overall, protein is no longer just for the athletic population. It has transcended to become part of the mainstream conversation around health and nutrition. The findings suggest younger consumers are eager to prioritize their health and well-being, marking it as one of the most significant dietary shifts of our time. Brands and stores alike must recognize and adapt accordingly to meet this rising demand.
While social media plays a key role in shaping preferences and dietary habits, the trend supports the notion of young adults becoming more health-conscious overall. Through the push for higher protein intake, Gen Z is reshaping notions around health and nutrition, creating lasting changes not only for themselves but for future generations to come.