Dairy’s protein advantage is reshaping food and beverage innovation, CoBank reports
Consumers are increasingly seeking out high-protein foods and beverages—and CoBank says dairy is especially well positioned to benefit, thanks to milk’s “complete” protein profile and its growing use as an ingredient across the store.
Source: International Food Information Council
In a January 23, 2026 report, CoBank notes that 70% of Americans say they want more protein in their diets, up from 59% in 2022, reflecting a multi-year rise in protein prioritization. CoBank also highlights that products labeled with a high-protein claim can command price premiums up to 12%, underscoring why manufacturers are reformulating and launching new protein-forward options.
Beyond traditional “dairy case” staples, the report points to expanding opportunities for dairy proteins in snacks, ready-to-drink (RTD) beverages, and packaged foods. CoBank calls out snacking as a major whitespace: only 17% of consumers currently consider protein when choosing snacks, suggesting room for growth in protein-rich snack occasions.
Several market forces are accelerating the trend— including the growing use of GLP-1 weight loss medications (CoBank cites at least 12% of Americans), where protein intake becomes a higher priority for many consumers. The RTD segment is also booming: ready-to-drink dairy nutritionals and protein shakes rose 71% over four years, reaching $8.1B in U.S. sales (as of Circana data ending Nov. 30, 2025).
CoBank also flags a consumer education gap: many people are uncertain about protein needs and the difference between complete vs. incomplete proteins—an area where dairy’s naturally complete amino acid profile can be an advantage in messaging and product positioning.