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The Protein Pound

Protein sales are booming, but the cheapest protein on British shelves is rarely the most heavily marketed

Steve Moncrieff13 June 2026Updated 7 October 20267 min read

Independent analysis by The Dairy Mail. Not sponsored; the interpretation is our own.

Woman with a red shopping basket reading a milk bottle by the supermarket dairy aisle

Protein has become one of the main drivers of growth in UK grocery. The category is no longer fringe.

NielsenIQ data shows protein-based food sales rose 9.6% in the 26 weeks to late January 2026, well ahead of total FMCG growth of 4%. The UK protein market is valued at $622 million in 2025 and is forecast to reach $858 million by 2031. ProVeg International expects plant-based protein to grow from 14% of total UK protein sales today to 29% by 2040.

For a category growing this quickly, one question is worth asking carefully. When consumers pay a premium for protein-positioned products, are they getting protein-rich food, or paying for the protein narrative?

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Published by The Dairy Mail, Dairy Connect: https://www.dairy-connect.com/the-dairy-mail/the-protein-pound/

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