A new report from Euromonitor International shows that women now represent just over half of consumers actively seeking to increase their protein intake, overtaking men for the first time in the high-protein nutrition space. The findings challenge longstanding assumptions about who drives the market for protein-rich products and signal a turning point in the way dietary habits are evolving across genders.
For decades, protein supplementation was most closely linked to male fitness culture. Protein powders, shakes, and high-protein snacks were marketed almost exclusively to men, often featuring images of bodybuilders, athletes, and gym-focused lifestyles. These campaigns emphasized strength, performance, and bulking up—messages that resonated with a traditional male audience. The new data suggests a much broader demographic has entered the conversation, with women now seeking protein as an essential part of daily wellness. Their goals, however, often differ from the conventional image of muscle building. Many women report turning to protein for reasons such as improving satiety, supporting metabolic health, and aiding recovery from exercise, whether that means a gym workout, a long run, or simply maintaining energy during a demanding day.
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Nutrition experts note that this change represents not just a demographic shift but a reframing of how protein is perceived. Once viewed primarily as fuel for strength training, protein is now widely embraced as a foundation for healthy living. The growing interest among women aligns with broader health priorities that extend beyond fitness, including weight management, hormonal balance, and aging-related muscle preservation. With this broader framing, protein has become a staple not just for athletes, but for everyday consumers.
Meanwhile, the conversation around men’s nutrition is also evolving. Surveys show that men are moving away from a narrow focus on bulking and heavy supplementation. Instead, they are adopting more balanced approaches that integrate plant proteins, sustainable alternatives, and a variety of macronutrients. This represents a gradual shift from a culture of maximalism—“more protein equals more results”—to one that emphasizes long-term sustainability and health. Plant-based proteins, in particular, have gained traction among male consumers who are becoming more conscious of environmental issues and dietary variety.
The implications for the food and supplement industry are significant. Brands that once targeted nearly all of their messaging to men now face the need to recalibrate. Marketing campaigns are likely to change tone, imagery, and outreach channels to connect with women as a primary audience. Product lines may also expand to include protein sources that resonate more broadly, including clean-label options, flavored everyday foods, and products that highlight holistic benefits like gut health or energy support rather than just muscle gain. At the same time, companies must ensure they do not alienate men, whose consumption patterns are shifting but who remain a large and loyal part of the market.
Analysts argue that this trend is part of a larger “democratization” of protein. What was once the domain of bodybuilders has entered mainstream culture. Today, protein-enhanced products can be found not just in gyms but in grocery aisles, coffee shops, and even quick-service restaurants. Protein-enriched cereals, pastas, breads, and snacks are becoming increasingly common, aimed at busy consumers looking to meet daily nutritional goals without relying solely on powders and supplements. This normalization of protein in everyday foods reflects the fact that consumers now view it as an essential macronutrient for wellness, much like fiber or healthy fats.
There are, however, challenges to sustaining this momentum. Protein-enriched foods often cost more than their conventional counterparts, creating barriers for lower-income consumers. Additionally, there is growing scrutiny over the quality of protein sources, with consumers increasingly asking not only how much protein a product contains but also where it comes from and how it is processed. The rise of plant-based proteins highlights this trend, as shoppers weigh the benefits of sustainability and digestibility against the higher costs or taste differences compared to animal-based products.
Still, the overall trajectory is clear. Protein has moved beyond its niche origins and is now central to broader health and wellness strategies. The fact that women are driving much of the current growth suggests a lasting redefinition of the market. This change is also likely to influence product development and marketing for years to come, as companies adjust to meet the needs of a more diverse and health-conscious audience.
Whether the shift proves permanent or simply reflects a momentary realignment in consumer behavior, one thing is certain: the market for protein is no longer male-dominated. It is inclusive, multifaceted, and deeply tied to the evolving priorities of modern consumers. For brands and health professionals alike, the challenge will be to keep up with these new expectations and to provide protein solutions that meet the needs of both women and men in a rapidly changing health landscape.