The news: Demand for protein-packed products and menu items remains strong, even as cost-conscious consumers pull back and trade down in other areas. That’s prompting brands and restaurants to find new ways to incorporate protein into their offerings.

The examples:

Chipotle’s mid-December launch of its “High Protein Menu” reinforced its positioning as a “go-to destination for high-quality, clean protein,” CEO Scott Boatwright said during the company’s recent earnings call. He noted that protein add-ons reached nearly one-fourth of transactions and have remained elevated months after launch.

That momentum is showing up elsewhere. Starbucks Global Chief Brand Officer Tressie Lieberman said in January that “protein has been a great incremental driver,” prompting the company to expand into ready-to-drink Coffee & Protein beverages and introduce protein cold foam in cafes.

Consumer packaged goods players are seeing similar traction. Hershey’s push into “functional snacking” is paying off, with its protein bar portfolio growing 17% in Q1 and outpacing the broader category. PepsiCo is taking a similar approach, launching Doritos Protein in March alongside a broader lineup of “better-for-you” products, including Quaker protein offerings, Smartfood Fiber Pop, and SunChips Fiber snacks.

Why is this happening? Even as shoppers cut back elsewhere, health and wellness remains a protected category. Nearly half (44%) of consumers—and 59% of Gen Z—say they want to eat more protein, per a recent Bain & Co. survey.

Several forces are driving that shift:

Updated nutrition guidance: The food pyramid released earlier this year increased recommendations from 0.8 grams of protein per kilogram of body weight to 1.2 to 1.6 grams, meaning a 150-pound person now targets roughly 82 to 109 grams per day, up from about 54 grams.

GLP-1 drugs: The rise of medications like Ozempic and Wegovy—used by roughly 12% of adults, per KFF—is reshaping eating habits, as users prioritize nutrient-dense, high-protein foods to maintain muscle and stay full.

Wellness prioritization: Even amid broader cutbacks, many consumers are willing to pay more for products they perceive as healthier; half planned to increase spending on healthy groceries, per a January CivicScience survey.

Implications for restaurants and brands: Protein’s growing ubiquity reflects a deeper shift in consumption patterns, driven largely by rising GLP-1 adoption (and, to a lesser extent, evolving nutrition guidance). At a time when consumers are becoming more selective about spending, high-protein products are more likely to make it into the basket than less functional alternatives.

For brands, adding or emphasizing protein in products and messaging is often a relatively low lift with meaningful upside. And unlike many short-lived food trends, protein’s connection to GLP-1s should give it staying power.