Key Facts
- ✓ The protein snack market is projected to reach $32.01 billion this year and $46.34 billion by 2030.
- ✓ Research shows 27% of women believe they aren't getting enough protein, significantly higher than the general population.
- ✓ Women make up more than 70% of the customer base for brands like Chomps and Wilde.
- ✓ Google searches for 'muscle mommy' and 'strength training women' have jumped this year.
Quick Summary
Women seeking muscle gains and weight loss are increasing their protein intake, driving innovation in the snack industry. Popular protein-forward brands like Chomps and Wilde are leaning in to the female-driven demand.
Keen interest from female buyers, who do most household shopping, can spark viral sales. The category has moved away from the gym-bro stereotype, turning niche products into breakout hits. Today's protein snacks include meat sticks, chicken chips, popcorn, milk, shakes, and ice cream.
As women embrace strength training and high-protein diets, they are snapping up 'clean ingredient' options. Stacey Hartnett of Chomps notes that 27% of women believe they aren't getting enough protein. The market is projected to reach $32.01 billion this year.
The Rise of the 'Muscle Mommy'
The protein snack industry is undergoing a major shift driven by women's focus on functional nutrition. Once tied to the gym-bro stereotype of mysterious powders and potions, the category has gotten a glow-up. Today's protein snacks encompass a wide range of products, from meat sticks and chicken chips to popcorn and milk, as well as shakes and ice cream, all enriched with added protein.
As women increasingly embrace strength training and high-protein diets, they are snapping up 'clean ingredient' and 'better-for-you' snack options in numbers brands say they have never seen before. Google searches for terms like 'muscle mommy' and 'strength training women' have jumped this year, signaling that the strength-first mindset is no longer niche.
On TikTok, women share 'high protein grocery hauls' from Costco and Target, rating snacks not just by taste but by macros and ingredient transparency. The rise of GLP-1 medications for weight loss, which require users to prioritize protein in their diet to maintain adequate nutrition, has accelerated the trend, creating a significant market opportunity.
"The snacking and broader CPG industry have undergone a major shift in recent years, driven by consumers' focus on functional nutrition."
— Stacey Hartnett, SVP of marketing at Chomps
Brands Pivot to Female Buyers 🎯
Popular brands are seeing a demographic shift. Chomps meat sticks are sold in single-serving snacks next to cash registers and in value packs at Costco. More than 70% of their purchasers are women, many of whom are new to buying jerky-like treats. They are especially popular on forums among women who have recently given birth, thanks to convenient, individually wrapped packaging.
Carmen Fadel, VP of marketing at Wilde, stated that women are increasingly shaping the protein snacking category. Wilde creates chips made from chicken broth, egg whites, and bone broth, with about as many calories as a baked potato chip but 10 grams of protein per serving. Women make up more than 70% of the company's customer base.
It is not just consumer packaged goods leaning into the trend. Starbucks recently launched protein milks and cold foams, and Chipotle debuted its first-ever snack item: a high-protein cup featuring 4oz of adobo chicken or steak.
Key strategies brands are using include:
- Shifting marketing from functional products for men to lifestyle products for women
- Using softer and brighter color palettes
- Adopting wellness-first packaging
- Replacing macho verbiage with 'clean' ingredient language
Market Projections and Future Trends
The protein snack market is growing rapidly. According to Mordor Intelligence, projections indicate that it will reach $32.01 billion this year and $46.34 billion by 2030.
Jessie Zettler, executive creative director at PV&COHO, noted that women drive most household purchases. When they collectively decide they want something, markets tend to reorganize themselves around that demand. This mirrors the success of brands like Stanley, Celsius, and Alani Nu, which shifted focus to female audiences.
Michael Della Penna, chief strategy officer at InMarket, said the general aesthetic is moving toward simple, minimalist, clean design with clear messaging.
Looking ahead, Jean-Pierre Lacroix, president of SLD, believes this is only a stepping stone. He predicts that benefits in food will be 'commonplace' in the snack aisle going forward. The food industry is training consumers to expect health benefits in day-to-day products, potentially leading to bioengineered foods designed to fit individual DNA.
"Research shows that 27% of women believe they aren't getting enough protein, which is significantly higher than the general population."
— Stacey Hartnett, SVP of marketing at Chomps
"Women are increasingly shaping the protein snacking category."
— Carmen Fadel, VP of marketing at Wilde
"These snacks are moving from macho to modern, and it's important for brands to make sure that they feel relevant to women, in particular, and easier to shop."
— Jessie Zettler, executive creative director at PV&COHO
"The general aesthetic is to move toward a simple, minimalist, clean design with clear messaging and really dialing up the product benefits."
— Michael Della Penna, chief strategy officer at InMarket
"This is only a stepping stone... The food industry is training us to consume products that have health benefits as part of our day-to-day life."
— Jean-Pierre Lacroix, president of SLD
