Health-conscious Gen Z consumers and Ozempic users looking to maintain muscle mass are expanding past protein powders, pushing the packaged-food industry to pack every food with protein—and the trend is just getting started.
With the fortified-protein market set to hit more than $100 billion by 2030, according to Grand View Research, Big Food is diving into a category previously defined by more specialized brands. The global market size for protein-fortified food products was about $67 billion in 2023. Its latest entrant: Pop-Tarts, the toaster-ready icing-covered pastries produced by Kellogg’s since 1964 (and now owned by spinoff Kellanova).
