Ocado: Social media drives up demand for high-protein foods

Demand for high-protein food is soaring, fuelled by social media trends and a shift away from ultra-processed foods, according to new data from Ocado Retail.

The online supermarket found that searches for ‘high protein’ have more than doubled, up 105% since last year, while searches for ‘protein rich’ increased by 85% and ‘natural protein’ is up 20% on last year.

High-protein products, including Greek yoghurt and egg whites have also seen an increase in searches, up 56% and 27% respectively, while searches for steak and tuna are up 39% and 35% year on year.

Ocado found that chicken breast also remains a top choice for shoppers, with searches increasing by 43% and sales up 20% since last year.

Plant-based protein sources are also seeing strong growth. Searches for lentils have risen by 18%, chickpeas by 27%, and edamame by 44%.

According to research by Ocado and Savanta, social media trends are driving the searches, with almost half (47%) of Gen Zs looking to platforms such as Instagram and TikTok for protein inspiration, compared to 35% of millennials and just 5% of boomers.

The trend has driven additional insights. Nearly half (48%) of consumers surveyed used to think high-protein diets were just for weightlifters and athletes, but 43% have increased their protein intake over the past year as awareness of its benefit grows.

Over half of those surveyed (52%) say they eat more protein to increase their energy levels, while 49% do so to stay fuller for longer, helping them stay in a calorie deficit.

Some 44% have upped their protein intake to help with weight management, with a third of respondents monitoring their protein intake using calorie counting apps.

Ocado Retail buying director Nic Waller said: “Protein was once seen as the reserve of bodybuilders, but today, it’s a staple for anyone looking to eat well and feel their best.

“Consumers are becoming more conscious of where their protein comes from, favouring natural, whole-food options over ultra-processed alternatives. At Ocado, we make it simple for customers to find the right foods to fuel their day, whatever their dietary preferences.”

Grocery Gazette