Recent years have seen protein rise to prominence as a go-to nutrient among health-focused consumers—and new research suggests that women are at the forefront of this global trend. According to a study conducted by market research firm Euromonitor International, women now account for 51 percent of individuals actively seeking to boost their protein intake worldwide.
For its research, Euromonitor International surveyed over 20,000 participants about their health and nutrition routines. Compared to 2019, more people across the globe reported making an effort to incorporate additional protein into their diets, but the data indicates women are driving much of this growth. Younger women in North America, for example, increased their reported interest in upping protein intake from 24 percent to 29 percent, while similar trends were observed among women in the Asia Pacific and Latin America regions.
While the study did not specifically examine the motivations behind this shift, nutrition experts offer several explanations. Sonya Angelone, PhD, RDN, a San Francisco-based dietitian, notes that “women are learning the importance of eating an optimal amount of protein for many benefits, including optimizing immune function, improving muscle mass, maintaining bone health, improving satiety after meals, enhancing weight loss and maintenance, and strengthening hair and nails.”
Scott Keatley, RD, co-founder of Keatley Medical Nutrition Therapy, adds that women are often quick to adopt nutrition guidance. “Younger women under 40 tend to link protein to fitness culture, body composition, and satiety, so we see a surge in protein powders, bars, and social media driven ‘high-protein’ recipes,” he explains. Keatley observes that for women over 40, protein becomes especially important as a means of maintaining healthy muscle mass and bone density and managing the effects of menopause. “Women over 40, meanwhile, are seeking protein as a tool for healthy aging as protein helps preserve muscle mass, support bone density, and counter the metabolic slow-down that comes with menopause.”
He also attributes the rise in protein-rich products—especially convenient snacks and shakes—to growing consumer interest in weight management. Additionally, shifting cultural norms around women’s bodies have influenced demand. “You see a clear shift in the female ideal toward toned strength,” Keatley comments. “This visibility has made protein feel essential rather than optional, a complete reversal from a decade ago when women were often warned away from it for fear of ‘bulking up.’”
Jessica Cording, RD, CDN, and author of The Little Book of Game-Changers, highlights the growing availability of products like protein powders, noting their convenience. “You can easily add it to smoothies in the morning,” she points out.
For those looking to incorporate more protein, both Angelone and Cording recommend including protein alongside fiber, some carbohydrates, and fats in every meal and snack. “Choose well-tolerated foods first, like Greek yogurt, cottage cheese, edamame, soy milk, canned tuna, canned chicken, eggs, tempeh, lean ground meat, and even protein powders in smoothies,” says Angelone.
The recommended daily amount of protein varies based on individual factors, including body composition and physical activity. Most guidelines suggest women should strive for 20 to 30 grams of protein per meal, though those who exercise regularly may need amounts closer to 1.2 to 1.5 grams per kilogram of body weight per day—about 30 to 35 grams at each meal. However, Angelone emphasizes that individual requirements can differ significantly, stating protein needs are “very individual.”
