A new survey from Shopkick reveals shoppers are prioritizing protein more than ever – and making most of their decisions right at the shelf 

 

BOSTON, MA — December 17, 2025 – From protein popcorn to cold-foam lattes, U.S. consumers snacked their way toward better health in 2025, driven by a growing focus on nutrition, convenience, and cleaner ingredients. According to a new nationwide survey from Shopkick by Trax, the leading shopping rewards app, protein-enriched snacks have quickly become a staple: 65% of shoppers have purchased them this year, while an additional 65% of non-buyers say they’re willing to try them – signaling massive runway for continued category growth. 

The survey of more than 5,600 U.S. consumers, reveals that shoppers’ interest in functional nutrition is accelerating. As protein becomes a top priority for many Americans seeking healthier, more satiating snack options, categories like breakfast foods (53%), dairy (47%), and shakes/beverages (44%) are emerging as the new frontlines of innovation. 

Key Findings: 

  • Getting Those Gains: A significant 71% of shoppers believe they need to increase their daily protein intake, and 39% prioritize protein at breakfast – making the morning a critical battleground for retailers and brands. 
  • A Willingness to Pay for Better Nutrition: More than half of shoppers (56%) say they’re willing to pay more for protein-enriched snacks, signaling strong perceived value and appetite for  premium products. 
  • In-Store Discovery Still Reigns: While much of retail’s focus has shifted to e-commerce, the physical snack aisle remains king. 
  • 77% of protein-enriched snack purchases are unplanned, underscoring the importance of in-store discovery and strong merchandising. 
  • 65% of snack purchases happen in-person at grocery stores, compared to just 3% online or through subscriptions. 
  • Frequent Snackers, Consistent Spending: 
  • 44% of shoppers buy packaged snacks weekly. 
  • 42% spend between $11–$20 per shopping trip on packaged snacks. 
  • When Shelves Fall Short, Shoppers Switch: 41% of consumers will buy a different brand if their preferred protein-enriched snack is out-of-stock, highlighting the business-critical importance of inventory accuracy and on-shelf availability. 

What Drives the Protein Purchase? 

  • Weight management is the leading motivator, cited by 34% of consumers. 
  • Shoppers are highly attentive to product labels: 62% actively seek protein content information on packaging or signage. 
  • But ingredients matter most -39% say the ingredients list is the most influential packaging detail, eclipsing marketing claims like “high in protein” or specific gram amounts. Transparency and quality win over buzzwords. 

“High-protein is no longer a niche preference – it’s becoming a default choice for how consumers fuel their bodies,” said Brittany Billings, CMO at Trax. “Shoppers are actively seeking snacks that deliver real nutritional value without sacrificing taste or convenience, signaling a shift from occasional trial to everyday behavior. And because most of these decisions are made unplanned and in the aisle, brands that want to convert this movement into long-term loyalty must win where it matters most: by being consistently available, highly visible, and packaged with clear, simple messaging that communicate both health benefits and value. The data confirms this is more than a passing trend – it’s signaling a fundamental change in how Americans approach snacking.” 

The findings point to meaningful opportunities to refine category strategy and assortment planning – particularly in high-traffic departments like breakfast and dairy. With widespread willingness to try protein-enriched snacks, and even pay a premium for them, clarity in labeling, consistent product availability, and strong in-store presence will separate category leaders from laggards. 

The survey of 5,612 American consumers was conducted through Shopkick, Trax’s shopping rewards platform, between October 31 – November 17, 2025. Trax Retail is a leading technology company that uses AI, image recognition, and data to help brands and retailers optimize operations and understand consumer behavior.