Restaurants, businesses bending to protein trend as consumers look to increase macronutrients

ST. JOSEPH, Mo. (KQTV) -- Restaurants have increased advertising on protein-enriched options offered on their menus, drawing in anyone looking to change their diet to increase the intake of macronutrients.

Protein, the vital macronutrient essential for building and repairing tissues in the muscle, bones, skin and hair, can be found in many consumable options.

Some of the most popular choices for consumers looking to up their protein intake have been powders for mixed drinks, meats and more.

A 2023 study from the Cleveland Clinic shows that Americans cited the cost of healthy food to be this biggest barrier to a healthy diet. On the go, healthy options can also be hard to come by as well, especially for those with busier schedules.

The study found that 23% of Americans cited a lack of time to prepare health meals and also found that one in 10 Americans thinks fast food is a healthy diet.

Given the increase in the protein trend, chain restaurants have sought out ways to include different protein options on their menus.

The expansion in protein availability is now sought out by athletes, and has been greatly appreciated by Missouri Western State University football player TreVon Holmes.

"Whenever you've got a busy schedule, it's sometimes you gotta get fast food to get in a quick meal or like you need a late-night snack," Holmes said. "It does kind of help out that they're promoting their protein and whatnot."

The senior, also pursuing a degree in exercise science, usually goes for meat when getting his protein, which usually consists of options like Wing Stop or Subway.

Starbucks also hopped on the trend in 2025. Panda Express found ways to emphasize protein consumption through its protein plates.

Companies often look to numbers and statistics to determine how to tailor their offerings, according to Evelyn Wah, the vice president for Brand Innovation at Panda.

"The International Food Information Council, we found out that protein is actually the number one nutrient that guests prioritize, and it's been that way for the past five consecutive years," Wah said. "(We) answered the call with the launch of our balanced protein plates at the end of last year. What this does is really help highlight our fan favorites: protein-rich entrees with fiber-rich sides. And so what it does is it helps give our guests something really easy that's preset and curated to help really address their wellness and lifestyle goals".

Along with popular eat-in or dine-out options like Panda Express, which are offering new or highlighting its protein-enriched options, consumer packaged goods companies are doing the same.

Popular Osborn, Missouri, drink company Shatto Milk is one of the latest companies to jump on the protein craze.

With the recent debut of Shatto's High Protein mocha drink, the company recognized the needs of not only those who hit the gym daily, but also those who may need another protein option.

The drink contains 21 grams of protein, which Barbara Shatto, owner and president of the company, hopes will appeal to those seeking nutrients.

"(The drink) has been going very well, but we need to get the word out and more seniors, more athletes and the adults that exercise regularly," Shatto said.

While protein consumption is ever-so-trending, St. Joseph Hy-Ve dietician Jessica Smith said everyone's protein needs are different.

Smith stated that only focusing on protein can have negative side effects.

"...Eating a lot of steak and chicken and pork and all the things, it can contribute to other factors that could be of issue, like cholesterol, heart health and digestion issues," Smith told KQ2. "Whereas if you can find more of like the plant and meat sources, you're going to get some extra fiber, some vitamins, better digestion, heart health, all of the things."

Smith said before looking into a protein diet, it's important to consult a healthcare provider to determine what the proper amount is for individual consumption.