How companies are capitalizing on the protein craze

Market Trends - Protein is at the center of the cultural conversation, with companies increasingly offering protein-enhanced products [1] - A recent survey indicates that 44% of US respondents want to increase their protein intake, up from 34% in 2024 [2] - Protein snacks are growing at three times the rate of the overall snacking industry [3] Company Performance & Strategy - General Mills' protein cereal brand generated over $100 million (one hundred million) in fiscal 2024 [2] - PepsiCo plans to launch new protein products later this year through brands like Muscle Milk and Quaker Oats [2] - Chomps reports that protein snacks accounted for $24 billion (twenty-four billion) in revenue in 2024 [3] - Barilla has seen year-over-year growth for its protein-rich pasta since 2005, with unprecedented demand in the last 3 years, experiencing double-digit growth [3][4]