Muscle mommies want more protein - and brands are racing to feed them

"Girls just want to have more protein - and the snack industry is cashing in. Once tied to the gym-bro stereotype of mysterious powders and potions, the category has gotten a glow-up, turning niche products into breakout hits. Today's protein snacks encompass a wide range of products, from meat sticks and chicken chips to popcorn and milk, as well as shakes and ice cream, all enriched with added protein."

"As women increasingly embrace strength training and high-protein diets, they're snapping up "clean ingredient" and "better-for-you" snack options in numbers brands say they've never seen before. "The snacking and broader CPG industry have undergone a major shift in recent years, driven by consumers' focus on functional nutrition," Stacey Hartnett, SVP of marketing at Chomps, told Business Insider. "Research shows that 27% of women believe they aren't getting enough protein, which is significantly higher than the general population.""

Women are increasing protein intake to support muscle gain and weight loss, creating heightened demand for protein-forward snacks and products. Popular items now include meat sticks, chicken chips, popcorn, milk, shakes, and protein-enriched ice cream. Many shoppers prioritize clean-ingredient, better-for-you options and strength-training women are major purchasers. Research indicates 27% of women believe they are not getting enough protein, higher than the general population. Chomps reports over 70% of buyers are women, including postpartum mothers who value convenient individually wrapped portions. Brands such as Wilde report strong demand for snacks built from egg whites, bone broth, and other protein sources.

Read at Business Insider