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More than half United Kingdom consumers are following diets that require high-protein food, according to research by Euromonitor.
Steven Evans, the lead consumer insight manager with the UK’s Agriculture and Horticulture Development Board (AHDB), said the study revealed 57% of UK shoppers are following a high-protein diet.
At least a third consume protein to improve overall health, skin, or immune health, to feel satisfied after eating, and also to retain muscle while using GLP-1 weight loss drugs.
Protein-based foods, including those with added protein, grew in the UK by 9.6% in the second half of 2025, well ahead of growth in the total grocery category, and nearly two-thirds of people are each week buying functional foods containing ingredients such as protein, whole grains and probiotics.
“We have certainly seen in the last 12 to 18 months consumer interest in high-protein sources,” said Evans.
As with the rest of the world, the UK has been grappling with high food prices, but consumers have put affordability concerns aside in the hunt for healthy food.
This has led shoppers to trade down to lower-priced chicken and pork, but red meat is still consumed, albeit in lesser volumes, he said.
“The evidence is that people are continuing to buy meat,” said Evans.
“Although they are reducing their consumption, they are staying in the category.”
Consumer demand for protein is not slowing despite higher prices, said Steven Evans of the UK-based Agriculture and Horticulture Development Board.
In hand with the shift to healthy food, consumers are looking for leaner and cleaner products that are simpler to cook, which he said creates opportunities for healthy, convenient condiments to enhance flavours.
The healthy food argument has been flipped, he said.
“It was previously about what was not in a product that made it healthy, low fat etcetera, now it has flipped and the talk is about the health benefits that are in a product.”
The level of protein can nullify consumer concern about price, he said.
Evans gave the example of a container of yoghurt selling for NZ$8.36 which can command a higher price of $8.80 because of the addition of protein.
This creates opportunities for convenient high-protein products for busy lifestyles and less processed protein sources for those looking to lower their intake of ultra-processed foods.
A report by AHDB analyst Hannah McLoughlin found dairy was already perceived as healthy, nutrient dense and convenient, with meat appealing to consumers seeking a nutrient-dense, natural source of protein.
Research by the AHDB-Blue Marble trust showed 71% of consumers prefer to their protein from whole foods or natural sources which she said created an opportunity to broaden the appeal of the meat protein category.
“There is an opportunity to highlight existing products and develop red meat recipes that make its high-quality protein credentials easy to understand.”
High-protein dairy products are consistently priced above standard alternatives, McLoughlin said.
Cow yoghurts carrying a protein claim cost NZ$8.84 on average, compared with NZ$8.39 for those without.
Dairy products with a protein claim are mostly sold to older couples, post-family and maturing families, showing it appeals to consumers in different stages of life.
UK sales of cottage cheese increased 43% year on year to August 2026 across all demographic groups, showing the product’s broad appeal.
Sales of cow’s yoghurt carrying a protein claim grew 8% while snacking cheese is an emerging category.
While consumers want to eat animal protein, Evans said this should not be taken for granted.
“Don’t assume consumers know the benefits.”
Meeting the Market has the support of grants from Beef + Lamb NZ, Nedap, Silver Fern Farms, Deer Industry New Zealand, Alliance / Dawn Meats, the Meat Industry Association, Rabobank and the European Commission.