Protein and fiber are showing up more often in consumers\u2019 shopping carts and in the new products hitting store shelves. Today, these nutrients are prominently featured on the packaging of a growing variety of products and have become part of everyday eating habits.<\/p>\n
In Brazil, this shift is already influencing purchasing decisions. An AtlasIntel survey found that three in ten Brazilians take protein claims on packaging into account when choosing what to buy. Retail sales point in the same direction. Data from Scanntech in partnership with McKinsey showed that, in 2025, sales of high-protein cereals grew 21%, followed by high-protein yogurts at 16% and flavored high-protein milk at 14%.<\/p>\n
Behind this demand are habits that have been gradually changing. People are paying more attention to what they eat, showing greater interest in functional foods and, of course, still looking for convenience in their busy routines. Protein and fiber fit naturally into these priorities, creating new possibilities for the products reaching the market.<\/p>\n
Protein leads the way, but fiber is joining the conversation<\/strong><\/p>\n For a long time, high-protein products were mainly associated with sports nutrition. That appeal has now moved into everyday eating, reaching products designed for a much broader audience.<\/p>\n According to Mordor Intelligence, the global protein market generated US$24.49 billion in revenue in 2024 and is projected to reach US$32.42 billion by 2029. Growth is being fueled by higher levels of physical activity, an aging population and greater concern about maintaining muscle mass.<\/p>\n Fiber is following a similar path and drawing more attention in new product launches. Research published by Maximum Boxing found that Google searches for \u201chigh-fiber foods\u201d reached 247,000 over the past year, reflecting growing interest in gut health and the benefits associated with fiber intake.<\/p>\n Protein and fiber have also become more prominent on packaging and are increasingly being used to differentiate products. The challenge now is turning this interest into balanced, flavorful and functional options that suit different routines and consumer profiles without losing the simplicity and convenience people value in everyday life.<\/p>\n A few categories already offer a glimpse of what is starting to appear on shelves:<\/p>\n The growing use of GLP-1 medications has added another factor to changing eating habits. The reduced appetite experienced by some users can affect portion sizes, snacking frequency and what ultimately makes it into the shopping cart.<\/p>\n PwC data shows that 61% of users surveyed are buying fewer sweets, while 56% have cut back on salty snacks. Other categories are moving in the opposite direction. Around 44% are buying more fresh products, 35% have increased their purchases of packaged protein and 34% are consuming more fresh protein sources.<\/p>\n Some of these preferences were already taking shape before GLP-1 medications became widely used, but their rise has brought more attention to portion sizes, nutrient density and what to offer consumers who are eating less and choosing more carefully what goes into each meal.<\/p>\n How companies are preparing for this shift<\/strong><\/p>\n If some consumers are eating less and paying closer attention to what goes on their plates, companies need to keep up. And many are already showing that they got the message.<\/p>\n In the United States, Nestl\u00e9 created a line of meals designed for GLP-1 users and people focused on weight management. The products come in smaller portions suited to reduced appetites, with high protein content and options that are also sources of fiber. The company continues to research new formulations for this audience, including protein, collagen and other nutrients.<\/p>\n Hershey is responding as well, expanding its sugar-free options and its presence in other snack categories. Its Zero Sugar line, for example, saw sales grow more than fourfold between 2020 and 2025, while the company continues to invest in tools that help identify shifts in consumer behavior and speed up product development.<\/p>\n Companies are taking very different approaches to the same change in consumption habits. Some are creating dedicated product lines, others are reformulating familiar products or exploring new categories to broaden their portfolios. Protein, fiber, reduced sugar and smaller portions are appearing more frequently in these decisions.<\/p>\n There is also room to explore less obvious occasions. Coffee-based beverages enriched with protein and other nutrients show how functional benefits can fit into habits people already have, whether at breakfast, after a workout or during a break at work.<\/p>\n Brazil is stepping up its bets on protein and fiber<\/strong><\/p>\n The pace of new product launches in Brazil shows that the trend has already reached a wide range of categories, with some examples revealing just how far the idea can go. There are now breads offering 12 grams of protein per two slices and twice the fiber of their traditional versions, along with Parmesan snacks packing 16 grams of protein per serving. These are familiar products that already have a place in people\u2019s routines, now offering something new without asking consumers to completely change their habits.<\/p>\n Packaging plays a direct role in this conversation with consumers. A high protein count displayed prominently on the front can spark interest on a first purchase, but communicating a product\u2019s benefits clearly is becoming increasingly important when it comes to capturing attention.<\/p>\n Nutrition claims also need to be understood quickly, especially when several benefits are competing for limited space on a label. The easier it is to understand what a product offers and why it might fit into someone\u2019s routine, the better.<\/p>\n What comes after the protein wave<\/strong><\/p>\n The food industry is already preparing a new generation of products with protein at the heart of the proposition. The question now is what else might emerge from here.<\/p>\n Many of these ideas make their way to trade shows as they begin to move from concept to reality. This is where new ingredients, technologies, formulations and products meet buyers, distributors, suppliers and partners looking for what could be next on store shelves.<\/p>\n Anuga Select Brazil is one of the country\u2019s leading meeting points for the food and beverage industry, bringing these conversations face-to-face with the market. Between new product launches, suppliers and emerging consumer preferences, the show connects those developing what\u2019s next with professionals looking for products, partnerships and business opportunities for the years ahead.<\/p>\n The next edition takes place from April 6\u20138, 2027, at Distrito Anhembi in S\u00e3o Paulo, bringing together topics that are already influencing upcoming launches, including protein, fiber, functionality and new responses to changing consumer habits.<\/p>\n\n\n
\n What\u2019s already hitting store shelves<\/strong><\/td>\n<\/tr>\n \n Category<\/strong><\/td>\n What\u2019s showing up<\/strong><\/td>\n<\/tr>\n \n Beverages<\/td>\n Protein, prebiotic fiber and digestive support<\/td>\n<\/tr>\n \n Dairy<\/td>\n High-protein yogurts, fiber and probiotics<\/td>\n<\/tr>\n \n Snacks<\/td>\n Protein, fiber and whole grains<\/td>\n<\/tr>\n \n Breakfast<\/td>\n Fortified cereals, granola and frozen options<\/td>\n<\/tr>\n \n Bakery<\/td>\n Breads and baked goods with added fiber and higher protein content<\/td>\n<\/tr>\n \n Meals<\/td>\n More protein, adjusted portion sizes and functional ingredients<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\nGLP-1 is raising new questions for food development<\/strong><\/p>\n