Major retailers are reporting unprecedented sales volumes in this segment. Woolworths CEO Amanda Bardwell highlighted the “incredible” demand for high-protein yogurts, noting that sales volume is achieving “double-digit unit growth.” This explosion in popularity is not limited to Australia; French dairy giant Danone recently informed investors it is struggling to keep pace with demand for its high-protein offerings, and Starbucks in the US has launched a dedicated “protein-forward” menu. This indicates a sustained, global consumer preference that dairy manufacturers must strategically address.

Dairy processors are positioning themselves directly into this growth segment. Chobani, a key player, reported that sales of its high-protein “Fit” yogurt range were up by an astonishing 50 per cent in the year to 2024. Chobani’s general marketing manager, Ellie Vince, noted that this demand, initially targeted by the 2018 launch of the “Fit” line, “hasn’t slowed.” Similarly, Bega Group expanded its dairy portfolio this year to include a “high protein full cream milk,” citing a 48 per cent category growth over the past five years, solidifying dairy’s leadership in the protein space.

However, this market enthusiasm is accompanied by warnings from nutritional experts. Registered nutritionist Emma Beckett cautions against the “health halo” surrounding protein, noting that food manufacturers often use “benefit-first language” like “high protein” to drive sales, even when the products offer minimal dietary gain. The expert states that industry standards allow a product to be labeled simply as “protein” with as little as five grams per serving, leading consumers to misinterpret the label as a “high protein” claim and potentially spending money on processed foods without significant benefit.