Why High-Protein Foods Are Taking Over Supermarket Shelves

Walk into a supermarket today and protein seems to be everywhere. Yoghurt pots promise extra protein, cereals advertise protein-rich recipes, snacks come with added protein, and even familiar staples such as bread and milk are being marketed around their protein content. This is no longer a niche interest limited to bodybuilders or serious gym-goers. In the UK, sales of protein-based foods grew 9.6% over the 26 weeks to early 2026, significantly ahead of overall fast-moving consumer goods growth. The question is, why has protein suddenly become such a powerful selling point?