Earlier this year, the United States introduced a landmark overhaul of its dietary guidelines, with the emphasis on “prioritizing protein” taking center stage.
In Singapore, data from Euromonitor International revealed a significant expansion in the sports protein product market, which is projected to rise from S$106.8 million in 2020 to S$141.5 million by 2025—an increase of approximately 33 percent over five years.
Similarly, the protein supplements market has seen an 18 percent growth during the same timeframe, escalating from S$5 million to S$5.9 million.
While these figures do not include snacks and daily products marketed as “high-protein,” they reflect the growing enthusiasm among Singaporeans for this essential macronutrient.
Dr. Low asserts that this trend is likely to endure longer than previous food fads. He pointed out the difference between the current protein trend and earlier movements, such as those surrounding plant-based milks or chia seeds, which were tied to specific foods. According to him, protein is unique because it is a macronutrient found in a wide array of foods and can easily be added to snacks and processed items.
“This flexibility potentially makes the protein trend more sustainable,” he added.
Ms. Fazira corroborates this emerging pattern, noting that protein’s presence has expanded well beyond its conventional association with dairy products. In the Asia-Pacific region, dairy’s share of the high-protein packaged food market has declined from 47 percent in 2020 to 41 percent by 2025.
The macronutrient is increasingly appearing in snacks, beverages, and other categories previously devoid of protein claims.
When it comes to the trend’s longevity, Ms. Fazira anticipates a period of “protein fatigue” as the market becomes saturated and less effective products fall by the wayside. However, she believes that as consumer wellness priorities continue to shift and brands adopt a health-first approach, “this won’t be the last we hear of protein.”
For 27-year-old Joy Ong, a self-proclaimed “carbohydrate-lover,” her journey to incorporate more protein wasn’t driven by trends. Previously, her meals largely consisted of potatoes and rice, often lacking sufficient protein. After increasing her exercise frequency last year, she found herself perpetually hungry, leading to weight gain that countered her fitness efforts.
“This defeated the entire purpose of my workouts,” said Ms. Ong, who is currently unemployed.
After swapping some carbs for eggs, Greek yogurt, and high-protein milk, she noticed feeling “fuller for longer,” resulting in decreased snacking. She shared, “Since then, I’ve intentionally added more protein to my meals and have no intention of reversing that choice.”
