The trend for high-protein products among Polish consumers

Over the past few years, protein has become increasingly important in the Polish diet. It is no longer the preserve of athletes or bodybuilders alone – high-protein products are taking shop shelves by storm. This trend is evident both on the domestic market and abroad.

In the wake of growing health awareness and global dietary trends, Poles are similarly saying they are mindful of protein in their daily diet. As a result, the latest research shows that over half of Poles regularly choose products labelled as high-protein. We see similar trends in the US and Europe – by 2025, as many as 70% of Americans say they are trying to eat more protein, and the ‘high-protein diet’ is currently the most popular type of diet in the US. From this perspective, we can speak of a protein boom, which also affects Polish consumers.

European and global protein trends

Global data shows that the biological functionality of protein – that is, its role in supporting health and well-being – is increasingly becoming mainstream. In Europe, there are more ‘high-protein’ products in every category: from dairy and drinks, through breakfast cereals and bread, to desserts and snacks. As analysts point out, consumers are looking for products that offer them more than just taste – increasingly, food is expected to improve specific health parameters.

In practice, this means that, for example, in the UK, 21% of respondents cited protein as one of the most important factors indicating that a food is healthy (among younger people, this figure reached 39%). Researchers analysing sales of high-protein foods in Italy found that between January and September 2022, sales of these products were 21.6% higher than in the same period the previous year (Reserachgate 2024 study). In other words, interest in protein products is growing every year (sometimes even by double digits).

What products are Poles looking for?

The Polish market is not lagging behind. According to the Inquiry report – Grocery Shopping 2025, around 51% of Poles say they buy at least some high-protein products. The most popular categories are those that are easy to incorporate into the daily diet. In the Inquiry survey, 28% of consumers stated that they choose high-protein yoghurts, cream cheeses, quark or puddings – these are the most popular forms of protein products. In second place were sweet protein snacks (bars and similar products, 20%) and protein drinks (15%). Fewer Poles (around 10–13%) buy high-protein versions of breakfast cereals, bread or pasta, but it is worth noting that interest in this category is still growing.

What’s more, consumers who already choose this category tend to buy it regularly. Among those buying high-protein products, over half do so at least once a week – this applies particularly to high-protein bread (59% of buyers in this category) and ready-made protein meals (56%). This means that protein fits not only the needs of the physically active, but also a fast-paced lifestyle: we reach for a nutritious meal during a busy day, choosing, for example, wholemeal protein bread or ready-made sandwiches with added protein.

High-protein products have also become mainstream – just like most other food items, we buy them primarily at discount stores. In the Inquiry survey, as many as 65% of people who buy such products at all indicated a discount store as their place of purchase. The low prices of own-brand products and their wide availability mean that even consumers in smaller towns can buy protein yoghurt or a high-protein bar at a nearby shop. It is no coincidence that one of the fastest-growing segments is protein products found on discount store shelves – their prices are generally not much higher than those of ordinary products, yet the marketing promises benefits for health and body shape.

What motivates Poles? – health, fitness and taste

What drives these purchases? The Inquiry survey clearly shows that Poles’ motivations go far beyond mere sporting needs. The holistic health benefits are cited as the primary reason: 35% of respondents state that they choose high-protein products to maintain healthy bones and the condition of their skin, hair and nails. Equally high (35%) is simply the appealing taste of these products – many consumers appreciate that protein products are enjoyable to include in their daily diet. In third place are maintaining or reducing body weight (30%), as well as supporting muscle building and recovery (27%).

Health as a premium value – a willingness to pay extra

An increasing number of consumers say they are willing to pay a higher price for food with proven health benefits. According to the Inquiry report, 52% of Poles are willing to spend more on products that offer health benefits. Although we do not have direct data on how many of these are high-protein products, this positive attitude alone shows that protein is considered a desirable feature of ‘premium’ food. In other words, Poles recognise the added value in functional food. Yoghurt alone is no longer enough – consumers increasingly expect it to offer additional benefits (higher protein content, probiotics, vitamins, etc.) and are willing to pay a premium for them.

In Polish shops, we can see that branded ‘health-promoting’ product ranges (such as branded yoghurts with a vitamin capsule or fruit bars coated in protein) are heavily advertised. These efforts go hand in hand with discount stores’ offerings – increasingly, shops are stocking their own brands of high-protein variants of dairy products, bread and snacks. For manufacturers and retailers, this is a clear signal: customers are willing to pay for health, and they view protein as a significant added value in a product.

Summary

In summary, we are seeing a snowball effect in Poland: consumers, noticing the global ‘protein’ trend and trying tasty new products, are keen to incorporate more protein into their diets themselves. For manufacturers, this is a signal to increase investment in this category. However, success will be achieved by those who understand the real needs: they will offer products that are not only genuinely high in protein, but also tasty, convenient and with transparent ingredients. Such products will no longer be merely an “athlete’s supplement”, but a permanent fixture in Polish shopping baskets – and are likely to become a permanent fixture there.