EVERYBODY'S IN THE PROTEIN GAME

Summary from the TLDR Marketing newsletter

Protein has moved from a fitness niche to a mainstream focus. It's driven largely by diet-conscious Gen Z and millennials. Many are actively trying to increase intake, starting trends like a cottage cheese comeback. Brands are responding with a wide range of products, from frozen cod to GLP-1–friendly options, while introducing new flavors, partnerships, and campaigns that make protein both healthy and appealing.