In 2025, protein walked into the kitchen and showed up in everyday food. Rotis, idli batter, dairy, snacks and even restaurant meals were reformulated to carry more protein. It began appearing more frequently across Instagram reels, YouTube recipes and food-led creator content. D2C brands, in particular, played a role in driving this shift, using content and community-led marketing to make protein feel accessible rather than instructional.In 2025, protein walked into the kitchen and showed up in everyday food. Rotis, idli batter, dairy, snacks and even restaurant meals were reformulated to carry more protein. It began appearing more frequently across Instagram reels, YouTube recipes and food-led creator content. D2C brands, in particular, played a role in driving this shift, using content and community-led marketing to make protein feel accessible rather than instructional.
2025: The year food brands decided protein was mainstream
