🍗 The Mental Effect of Protein
Why chicken, protein desserts and protein products are surging in popularity with Gen Z
This week on 24/Z the focus is on protein. From chicken to desserts, the rise of protein for Gen Z is massive. Our new poll results from Gen Z’ers highlight just how important protein is becoming for Gen Z’ers as one of the more unifying topics we’ve ever had in our research here.
🙂↕️ dcdx research on Gen Z and Protein
We asked our network of Gen Z’ers a simple question:
Has the importance of consuming protein changed for you in the last year?
57% of Gen Z say that their protein consumption has become more important to them in the last year, and about 1 in 3 Gen Z’ers say the importance has not shifted. But most interestingly, a staggeringly low number of only 8% of Gen Z’ers say that protein has become less important to them in the last year.
So, why does Gen Z care so much about protein? Here’s what some partners from our network had to say:
“It mainly has a lot to do with GymTok. I started spending a lot more time at the gym around a year ago and there's a lot of content on tik tok about like consuming more protein for more muscle gain. Although I don't solely focus on muscle gain and lifting at the gym, the content made me more aware of my protein consumption.”
“losing weight! keeps a person full longer and stops them from binging on nutrient-full foods.”
“I’m interested in building muscle and body recomposition. Prioritizing protein makes me feel fuller longer and also feels like I’m getting a higher volume meal. Its also helped with PCOS symptoms, makes me feel stronger, and feels like I’m getting somewhere in my body building journey.”
📊 New(ish) News on Gen Z’s Protein Consumption
People Want More Protein. Even at Dessert. (WSJ)
Protein desserts are on the rise, particularly with Gen Z. Here are a few notable quotes and stats from the article:
“Searches for “protein desserts” on Google have reached their highest levels ever in recent months, according to Google Trends.”
Searches for “protein dessert” over the last 5 years “Fairlife, a milk product sold by Coca-Cola with more protein and less sugar than regular milk, experienced a 30% jump in sales this year from a year ago, a company spokeswoman says.”
“Sales of food with 25 grams or more of protein per serving jumped nearly 8% between July 2023 and June 2024, according to an analysis of U.S. retailers by the market-research firm NielsenIQ.”
From our research at dcdx through Tubular Labs that was cited in this article, we found that content with a hashtag or caption that mentions “protein dessert” has generated 68 million views on TikTok between early April and early July, 22% more than over the previous 90 days.
“It isn’t just gym rats pounding the protein desserts, says dcdx’s founder, Andrew Roth.
“What we see on TikTok and social media is they will [frame] this as accessible to hack your way to success,” Roth says.
Beef Dodged Fake Meat’s Threat, But Is Still No Match for Chicken (Bloomberg)
The protein craze has a clear king - chicken. Across all generations, people are consuming more chicken than they are beef - with 34% of Gen Z’ers showing that preference.
From their commissioned study with Morning Consult - Bloomberg found that:
When asked which meat they like to eat, beef drew even with chicken. Beef easily won with several groups, including men and Gen Z’ers. That means millions of Americans prefer beef, but still consume more chicken.
From Niche to Norm - The Decade of Alternative Proteins (FAIRR)
40% of Gen Z’ers, according to a study from EAT forum cited in this piece - have a strong desire to eat plant-based, but only 25% of them do.
This mismatch, or the aspiration-action gap as it is termed in this article, highlights the importance of diets as a piece of identity construction for Gen Z.
According to research from Ketchum…
61% of Gen Z consumers believe they need to eat a certain way to communicate their identity and beliefs
“Gen Z’ers feel too much pressure to change the world and are more likely to believe their food choices need to signal their health, values, and political beliefs. This has contributed to 62% of Gen Z who think their eating pattern is wrong. These unrealistic pressures have also created a “say-eat gap” between Gen Z’s beliefs and behaviors.”
This action vs belief gap, comparable to the one seen in the Paradox of Gen Z with SHEIN, and even with Ozempic use, is a common one.
Why is it happening in food consumption, too?
🧠 what we’re thinking
It’s no shocker that Gen Z is keen on staying healthy, given the constant flood of wellness information surrounding us at all times. Protein has emerged as the go-to solution for eating right. It’s easy, accessible, and requires minimal thought—so much so that even protein desserts are trending.
The idea seems straightforward: if you’re consuming protein, you must care about your health, right? Well, it’s not that simple. Excessive protein intake doesn’t necessarily guarantee better health.
For Gen Z, the protein obsession is a quick fix to make eating feel healthier, even if the food is not. The health outcomes might not be always beneficial, but it is the conscious effort that provides emotional comfort and mental well-being.
It is potentially yet another sign of the prioritization of mental health over physical, visible even in the foods we eat.
📦 More on Gen Z & Protein
Gen Z most likely to consume raw eggs for protein boost despite dietary confusion (HullLive)
Some stats from the article:
40% of Gen Z are unsure about what constitutes a balanced diet
19% of Gen Z admit to having limited nutritional knowledge
64% of Gen Z’ers turn to social media for guidance.
Almost a quarter of Gen Z choose meals based on their perceived health benefits over enjoyment.