Snacking isn’t what it used to be. Gone are the days when a quick bite was just about curbing hunger or satisfying a craving.
Today, people are looking for snacks that do more: fuel concentration at work, provide steady energy through busy afternoons, and even support long-term health goals. That’s why protein has become the hero of modern snacking, rising from a niche nutrient for athletes to a must-have for everyday consumers.
The Numbers Speak: Why Protein Is Trending
Over the last few years, protein has become one of the most in-demand nutrients in everyday snacking. What was once seen as the domain of bodybuilders and gym-goers is now mainstream, driving the way people shop, snack, and live.
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Booming growth in protein snacks: In the U.S. alone, protein snacks account for around $24 billion in retail sales and are growing at three times the pace of the overall snacking category. Consumers are asking for more protein is sought in 36% of snacking occasions, yet it only makes up 19% of snack sales (GlobeNewswire, 2025).
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Global momentum: The protein snacks market is set to climb from USD 4.8 billion in 2025 to USD 8.6 billion by 2032, growing at a CAGR of nearly 9% (Persistence Market Research). Another study predicts the market will exceed USD 10 billion by 2035, proving it’s not just a fad. It’s a fundamental shift in how we snack (Future Market Insights).
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Closer to home: In the U.K., one in four consumers prefers high-protein, low-sugar snacks over traditional treats. Protein-enriched foods are seeing double-digit growth each year, reflecting a strong demand for functional, convenient options (Glanbia Nutritionals).
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Shifting habits: Even as overall snacking frequency drops—Britons are snacking 15% less than in 2020 - the types of snacks chosen are healthier and more functional. Protein bars, yoghurts, and nuts are outperforming traditional indulgent picks (The Guardian).
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A wider audience: Protein is no longer just for athletes. From menopausal women supporting hormonal balance, to professionals looking for steady energy, to those interested in longevity or weight management - protein is a universal demand. A recent survey even found a 71% surge in interest in protein since 2022 (Vogue Business).
Human Nature’s Answer
At Human Nature, we’ve always believed snacks should feel good and do good. That’s why we’re raising the protein in our packs to 15 g per 100 g to give you more of what you’re asking for, without ever compromising on flavour.
The change is simple, but the impact is powerful: snacks that keep you fuller for longer, help maintain steady energy, and fit seamlessly into a lifestyle that balances joy with nourishment.
Because for us, it’s never just about snacking. It’s about creating moments that fuel your day and support your wellbeing naturally.