Cheese and Whey Protein Trends
Key Trends You Can’t Ignore in 2025
From Gen Z cheese lovers to the rise of sports nutrition and GLP-1-friendly products, discover how Hilmar helps formulators stay ahead of evolving consumer demands.
Why Tracking Trends Matters
At Hilmar, we keep a close eye on consumer and industry trends in cheese and whey protein. By understanding where the market is headed, we help formulators and brands develop innovative products that meet evolving consumer needs and drive growth.
Cheese Consumption Is Rising Among Younger Generations
Cheese remains a staple for younger consumers. In 2024, 25% of Gen Z and Millennials ate cheese daily, compared to just 13% of Baby Boomers. These consumers view cheese as affordable and essential, signaling strong demand regardless of income level. The outlook is bright, with cheese retail value sales projected to grow 14% to $36 billion by 2029.¹
- Natural cheese ranks among the top three dairy categories for Gen Z (Circana)
- 30% of U.S. shoppers use dairy-based cheese as a meat protein alternative (Innova)
American-style and Italian-style cheeses dominate U.S. consumption, accounting for over 80% of natural cheese sales.2 Cheddar and Mozzarella lead the way thanks to their versatility and familiar taste. With 20 styles of Cheddar and Monterey Jack and four Mozzarella options in our cheese portfolio, Hilmar is committed to helping you deliver the flavors consumers love.
Sports Nutrition Goes Mainstream
Sports nutrition is no longer niche—it’s a booming, fragmented market. 86% of consumers associate whey protein with sports nutrition, making it the most appealing protein ingredient. And with 96% of global consumers purchasing a sports nutrition product in the past six months, many of whom are not athletes, the opportunity is huge.³
Protein consumption continues to rise: In 2022, 59% of consumers said they try to consume protein, increasing to 70% in 2025.⁴ And for the first time, “good source of protein” is the most common criteria used by Americans to define a healthy food.4 Beyond muscle health, consumers are seeking benefits for gut health, cognitive health, and weight management—areas where whey protein excels. Containing all nine essential amino acids, whey protein delivers complete nutrition for today’s wellness-focused lifestyles.
A Spotlight on Sports Nutrition¹
of global consumers have purchased a sports nutrition product over the last 6 months
of global consumers think sports nutrition products have helped with their health goals
of buyers of sports nutrition products use them as an aid to boost their general health
Innovation Opportunities with GLP-1 Users
The rise of GLP-1 medications for weight management is reshaping eating habits. These consumers prioritize high-protein options to maintain satiety and energy while controlling calories. As overall food intake declines, the demand for nutrient-dense, protein-forward products grows—creating a unique innovation opportunity.
Hilmar offers high-quality whey protein ingredients with exceptional functionality, clean taste, and proven nutritional benefits. Whether you’re adapting existing formulations or creating new products tailored to GLP-1 users, Hilmar provides the expertise and solutions to help you lead in this emerging market.
Sources:
- Mintel US Cheese Report, October 2024
- USDA, Cheese per Capita Consumption, November 2024
- FMCG Gurus A Spotlight on Sports Nutrition – Global Report, 2024
- IFIC Food & Health Survey, 2025
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Cheese and Whey Protein Trends You Can't Ignore in 2025
