The Protein-ification of CPG: From Past to Pantry
It seems like every week a new protein product is being brought to market.
It’s a new beverage or bar. The launch of a mononym brand or a protein related pun brand name. It could also be a pantry staple that has new packaging announcing its supplemented protein content. The protein craze feels like it’s reached its peak. Exploring this trend left me questioning what is driving the power of protein today? Has the history of food fortification led to protein becoming the star nutrient in modern food innovation? What diet trends and consumer behaviour have led to the emphasis on protein? What is driving the power of protein in CPG?
This month I’m unpacking how the history of food fortification and shifting attitudes towards diet lead to the protein-ification of CPG.
The History of Food Fortification in Canada
Protein certainly isn’t the first nutrient to be added to food.
The history of food fortification in Canada begins in the early 20th century. Iodine was the first fortification mandated in Canada. It was added to table salt to prevent goitre.¹ Later, foods like milk and margarine were fortified with vitamin D to prevent rickets.² White flour was fortified with iron and B vitamins, riboflavin, thiamine, and niacin, in an effort to prevent anemia.³ In the late 20th century and onward, folic acid was added to white flour and pasta to reduce deficiency-related birth defects.⁴ Similar to the United States, food fortification in Canada began as a way to prevent nutrient deficiencies in the population. Contrary to the US, the Canadian government has mandated certain fortifications.² Fortification by definition refers to adding micronutrients into food. Fortification was implemented as a means to reduce the negative side effects of nutrient deficiencies. Now food fortification goes beyond micronutrients. Protein and fibre is being added to food (considered supplementation in the eyes of Health Canada).
Interestingly, there’s no recommended daily intake of protein. Health Canada states “This is because most people get enough protein, so it is not a health concern for Canadians who eat a mixed diet.”⁵ So food fortification and supplementation is no longer just about reducing deficiencies, it’s supplementing the diet to hit nutritional goals. If this growing trend isn’t related to a deficiency, is it a reactionary diet trend?
A Brief History of Diet Culture
While fortification was once aimed at resolving nutrient deficiencies, supplemented foods are now reflecting aspirational health goals.
In the late 20th century, the culture around food and diet was focused on removing and reducing. The general sentiment towards diet and exercise was: consume less, exercise more. Both Canada and America updated their food guides urging the population to limit fat, sugar, salt, and alcohol. ⁶’⁷ In the 80s, The Eat to Win diet promoted a high-carb, low-fat diet for energy, fitness, and fat loss.⁸ The Atkins diet, which permits high fat food at the expense of carbohydrates (especially sugar, bread, and pasta), saw a resurgence in popularity.⁹ The low-fat everything trend was at its height in the 90s. Low fat or nonfat options permeated grocery store shelves. During this time, a popular sugar-free line extension Diet Coke was launched. The elimination of sugar was further encouraged when Sugar Busters! was published, declaring sugar as public enemy #1.¹⁰
From the 80s until the early-to-mid 2000’s, eliminating entire food groups like fat and carbs was encouraged. Now, the vox populi is steering away from removing entire food groups (unless for medical purposes). The focus is now on adding, specifically more nutrient dense foods to our diets.¹¹
Why Protein Presents a Huge Opportunity for CPG
Protein was rebranded as essential to everyone’s diet, not just athletes or bodybuilders, widening the audience of protein’s appeal.
Protein intake is essentially limitless. Unlike carbs or fat, excess protein is not stored in the body, it’s degraded and excreted.¹² So it can be consumed in moderate excess without serious concern.
Macronutrient targets create a daily need for protein. This means every day presents an opportunity for people to replenish their amino acids and an opportunity for food marketers to push protein products.
Protein is additive. Current nutrition trends are focused on incorporating more nutrients, not eliminating one or more food groups. This fits with the general population’s sentiment of looking to add nutrient dense foods, not remove entire food groups.
This creates the perfect storm for the protein-ification in CPG. The target market is larger than it’s ever been. The focus is on adding, not subtracting. Protein consumption is seemingly limitless and starts at 0 everyday.
The Challenges and Opportunities
This blue ocean does present challenges for product developers and marketers. Whey proteins, popular for their strong emulsification, stability, molecular structure, and pleasant flavour,¹³ are facing a supply shortage driving up costs.¹⁴ On top of protein supply constraints, companies like David, a protein CPG giant, are limiting supply of patented ingredients making it even more difficult to secure other raw materials. ¹⁵ On the bright side, the Canadian government is heavily investing in plant based protein with the expectation to grow the industry significantly.¹⁶
As consumers continue to seek balance over restriction, the opportunity for protein-powered food innovation is wide. As long as brands can continue to supply growing demand and differentiate in an increasingly crowded space.
Sources:
1: Government of Canada (2012). Iodine Nutrition Biomarkers, Cycle 1 — Canadian Health Measures Survey. https://www.canada.ca/en/health-canada/services/food-nutrition/food-nutrition-surveillance/health-nutrition-surveys/canadian-health-measures-survey/iodine-nutrition-biomarkers-cycle-1-canadian-health-measures-survey-food-nutrition-surveillance-health-canada.html
2: National Academies Press. Overview of Food Fortification in the United States and Canada. In: Dietary Reference Intakes: Guiding Principles for Nutrition Labeling and Fortification. https://www.ncbi.nlm.nih.gov/books/NBK208880/#:~:text=Although%20the%20addition%20of%20vitamin,;%20Health%20Canada%2C%201999).
3: Mayo Clinic (2023). Vitamin deficiency anemia. https://www.mayoclinic.org/diseases-conditions/vitamin-deficiency-anemia/symptoms-causes/syc-20355025
4: Health Canada Bureau of Nutritional Sciences, Food Directorate (1999). The Addition of Vitamins and Minerals to Foods: Proposed Policy Recommendations. https://publications.gc.ca/Collection/H58-1-2-1999E.pdf
5: Health Canada. (2019). Protein. https://www.canada.ca/en/health-canada/services/nutrients/protein.html
6: National Research Council (US) Subcommittee on the Tenth Edition of the Recommended Dietary Allowances. (1989). Recommended Dietary Allowances: 10th Edition. https://www.ncbi.nlm.nih.gov/books/NBK469839/
7: Health Canada (2018). History of Canada's Food Guide: Interim evidence update 2018. https://www.canada.ca/content/dam/hc-sc/documents/services/food-nutrition/canada-food-guide/resources/evidence/food-nutrients-health-interim-evidence-update-2018/26-18-2165-History%20of%20CFG-EN-06.pdf
8: Robert Haas (1982). Eat to Win. https://www.penguinrandomhouse.ca/books/73267/eat-to-win-for-permanent-fat-loss-by-robert-haas-ms-author-of-the-1-new-york-times-bestseller-eat-to-win/9780609807620
9: Mayo Clinic (2024). Atkins Diet: What's behind the claims? https://www.mayoclinic.org/healthy-lifestyle/weight-loss/in-depth/atkins-diet/art-20048485
10: H. Leighton Steward, et. al. (1998) Sugar Busters!: Cut Sugar to Trim Fat. https://www.penguinrandomhouse.ca/books/173260/the-new-sugar-busters-by-h-leighton-steward-morrison-bethea-md-sam-andrews-md-and-luis-balart-md/9780345469588
11: Global Wellness Institute. (2025) Nutrition for Healthspan Initiative: 2025 Trends. https://globalwellnessinstitute.org/global-wellness-institute-blog/2025/04/02/nutrition-for-healthspan-initiative-trends-for-2025/#:~:text=The%202025%20global%20nutrition%20trends,for%20stricter%20food%20safety%20regulations.
12: Allen, Lindsay, et al. (2006). Guidelines on Food Fortification with Micronutrients. World Health Organization and Food and Agriculture Organization of the United Nations. https://www.ncbi.nlm.nih.gov/books/NBK234922/
13: Véronique Lagrange, et. al. (2015). Global Market For Dairy Protein. Journal of Food Science. https://ift.onlinelibrary.wiley.com/doi/10.1111/1750-3841.12801
14: Jasper Endlich (2025). Whey protein markets: diverging paths between concentrates and sweet whey powder. https://vespertool.com/news/whey-protein-markets-diverging-paths-between-concentrates-and-sweet-whey-powder/
15: Jeff Gelski (2025). David faces lawsuit after acquiring Epogee. Food Business News. https://www.foodbusinessnews.net/articles/28402-david-faces-lawsuit-after-acquiring-epogee
16: Government of Canada (2025). Canada's Protein Industries Cluster. https://ised-isde.canada.ca/site/global-innovation-clusters/en/canadas-protein-industries-cluster
