Protein Craze Hits A Summer Classic
- Claire Carpenter
- 18 hours ago
- 2 min read
A health craze is taking America by storm, and it’s centered on one thing: protein. Health‑driven consumer trends in the 2020s have created new opportunities for brands to market products through nutrition‑focused messaging. This shift has drastically changed the food industry, shaping new products’ success and signaling to existing companies that they need to adapt, and quickly.
In 2024, 97 new products with “protein” in the brand name were added to the shelves of grocery stores nationwide– this is more than double the year prior. One product worth taking an interest in is protein ice cream. Brands like Protein Pints, Swoop, and Halo Top have exploded in growth, becoming known for their high-protein, lower-calorie content compared to generic-branded frozen treats.
These products have grown into a space of their own, opening and holding a new space in a rapidly growing market. Emergen Research valued the protein ice cream market to be worth $1.8 billion in 2024, and is projecting that number will reach $4.2 by 2034. Protein Pints, a Michigan-founded company, said it recorded less than $100,000 in revenue in 2024 but is on track for more than $20 million in 2025. This rapid growth is concerning establishedu brands looking to stay competitive and relevant in the frozen desserts space.
Thanks to health-conscious mindsets of consumers, companies are scrambling to create and sell products labeled as better-for-you alternatives. With ice cream being one of these target areas, now you can meet your macro goals while enjoying a tasty summer classic. Foods labeled as “protein-packed” are flying off the shelves, disrupting markets, and redefining marketing strategies– and American consumers are eating it up.
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