Most users of high-protein dairy products lead a lifestyle focused on healthy eating and health prevention: they exercise regularly, own a fitness tracker or a smartwatch, and are typically between the ages of 30 and 39. *

High-protein dairy products are a rapidly growing product category: numerous products are now enriched with protein – protein is a growing trend.

• How do high-protein dairy products make it into the “relevant set” of the potential target group?
• Who is already buying protein-rich dairy products?
• What are the purchase motivators and barriers for protein-rich dairy products?
• What opportunities do existing classic brands have as line extensions in the high-protein product category?
• Which information sources are used for purchasing dairy products rich in protein?
• What are the subjective purchase triggers (product type, labeling: high-protein, protein content, package size, added benefits, etc.)?
• Which high-protein brands are purchased/used?
• Where does it make sense to place protein-rich dairy products at the point of sale (POS) from the shopper’s perspective?
• What are the unmet needs?

The mafowerk Trend Evaluation Consumer Insights – High-Protein Dairy Products 2025 shows the impact and effects of the three key factors “POS | Product | Consumer” and examines growth opportunities – currently and in comparison to 2022.

For continued successful marketing in this product category.

Nürnberg/Fürth, April 2025

* Source: mafowerk – Consumer Insights – Proteinreiche und High Protein-Molkereiprodukte 2022
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