Study reveals
the protein snack phenomenon is racing through the $126B snacking market – and
consumers want more
Protein snacks
reached $24B in sales and are growing at three times the rate of the overall
snacking category
CHICAGO, IL— March 3, 2025 — New research from Chomps
reveals a major imbalance in the U.S. snacking market: while consumers actively
seek protein in 36% of snacking occasions, protein snacks currently make up
only 19% of retail sales—leaving billions in untapped opportunity.
Despite
this gap, protein-forward snacks are outpacing the overall snacking category 3x
in growth within the $126 billion snacking industry, with protein snacks
accounting for $24 billion—yet the retail landscape and product innovation
pipeline have struggled to keep pace with shifting consumer habits.
Key Findings from the
Study Include:
- Protein Demand vs. Fulfillment Gap: The U.S. snacking market includes
seven core need states, with protein playing a major role in 36% of snacking
occasions, particularly for ‘efficient nutrition’, ‘healthy fuel’, and ‘grazing
satisfaction’ However, protein is only being fulfilled in 19% of purchases,
leaving a major opportunity for brands and retailers to close the gap.- Retail & Product Innovation Lag Consumer Demand: Protein-focused snacks are
growing fast, but innovation has not kept pace. While the share of new
protein-based products has nearly doubled since 2017 (now ~13%), it still lags
behind protein’s share of total sales (~19%), showing the need for greater investment.- Younger Consumers Are Driving Growth: Gen Z and Millennial
consumers are driving protein snacking, representing ~34% of protein snack
consumers today (vs. 29% in 2019).- GLP-1 Medications Are Changing Snacking Habits: GLP-1 users are shifting
spending toward protein snacks, including meat snacks, yogurt, and nutrition
bars, reinforcing a broader consumer movement toward protein-forward snacking.- Snacking Is Changing—And Protein Is Leading the Shift: The $126 billion U.S.
snacking market spans major categories such as salty snacks ($41B), cookies
($14B),and yogurt ($11B). Protein snacks are gaining value and volume share,
reshaping the market and pushing more brands to prioritize protein innovation.
“Consumers
are actively seeking high-quality, protein-forward, and real ingredient snack
options, yet the snacking industry has been slow to respond with meaningful
innovation,” said Matt Landen, SVP of Business Development at Chomps. “At
Chomps, we’re seeing firsthand how new consumer groups—especially millennials,
Gen Z, and women—are embracing protein snacks in new ways. This is not just a
trend; this is a permanent shift in how people snack.”
With
protein-forward brands like Chomps, Quest and Chobani generating outsized
growth, the question isn’t if protein will take a larger share of the
market—it’s how fast brands and retailers will catch up to shifting consumer
preferences.
This study was conducted in August
2024, collecting 2,550 unique consumer survey responses, providing recent
snacking occasion details, such as time of day, location, products, and brands
consumed for each to inform this work. Respondents are not affiliated with
Chomps. For more details click here.
About Chomps
Chomps
is America’s fastest-growing food and snack brand,* redefining convenient
snacking with a commitment to real ingredients and bold, satisfying flavors.
Crafted from 100% grass-fed, grass-finished beef and venison, along with
antibiotic-free turkey, each Chomps meat stick delivers 10-12 grams of
high-quality protein without sugar, hormones, soy, dairy, artificial
preservatives, artificial nitrates, or MSG. Seasoned with a blend of flavorful
herbs and spices, Chomps provides a nutritious protein snack for the whole
family. As a minority-owned, family-operated business, Chomps prioritizes
thoughtful sourcing and is free of the top 9 allergens.
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