Scroll through any menu, social feed, or grocery aisle right now, and one word keeps showing up: protein. It’s on yogurt cups, pasta boxes, coffee creamers, even popcorn. And it’s not just packaging hype — shoppers are voting with their carts. Total sales across protein categories jumped roughly 10% in 2025 vs. 20241, and the momentum isn’t slowing down.

As consumer interest in healthy eating rises, protein has quickly become a nutrient of focus. 70% of Americans are actively trying to consume more protein — that’s +8 points since 2021 and +19 points since 2018 — and the desire spans every generation:2

US consumers seeking more protein in their diets

Layer in the rise of GLP-1 medications, and the story gets even bigger: 52% of GLP-1 users are actively seeking out high-protein meals, and 50% want them made with fresh, simple ingredients.3 Translation? Shoppers and diners want more protein—but they also want it paired with fresh ingredients that support a healthy eating lifestyle.

Where Do Avocados Fit In?

When protein goes in the cart, avocados ride shotgun. While avocados aren’t a high-protein food themselves,4 they show up big time in the carts of protein shoppers—and the cross-purchase data makes that clear:

Where Protein Goes, Avocados Follow

Protein shoppers are heavier avocado buyers and spend more overall.1 In fact, avocados rank in the top 3% of baskets among protein-buying shoppers,5 reinforcing just how closely the two go hand-in-hand.

That’s a meaningful lift for the category, highlighting avocados’ role as an affinity item for protein-focused shoppers.

The Foodservice Opportunity

The protein conversation is also reshaping menus. A significant 41% of GLP-1 users say they’re ordering more vegetables at restaurants, and 34% are ordering more fruit.6

That’s a clear signal: diners want fresh produce to play a meaningful role alongside protein—creating real opportunities for operators to build more balanced meals.

And when avocados join a protein-forward dish, they bring creamy texture, healthy fats, and craveable appeal—which explains why diners love adding more avocado to their plate.

The Bottom Line

Protein is more than a moment — it’s the lens through which a huge share of shoppers are making decisions, whether they’re walking into a grocery store or pulling up a chair at a restaurant.

The data shows avocados are already in the cart, on the plate, and part of the lifestyle—and we’re bringing that insight to life at the IFPA Foodservice Show with a first taste of what protein-meets-produce can look like on the menu.

Want to keep the conversation going? Find us at IFPA Foodservice booth #520—or connect with your Mission team to start the conversation early!

 

End Notes:

  1. Numerator Insights Shopper Metrics Report L12me April 2024 vs. Years ago.
  2. Morgan Stanley Research, Protein Consumption: More Room to Boom (Global Insight, January 28, 2026); 2025 IFIC Food & Health Survey; Euromonitor; USDA Dietary Guidelines for Americans 2025–2030.
  3. Rethinking Consumer Appetite for Restaurants: How GLP-1 Medications Impact Guest Behavior; Numerator Instant Survey, 750 GLP-1 Users fielded on 5/27/2025.
  4. USDA Nutrition Label.
  5. Source: Numerator Insights Basket Affinity Report. L12me 5.31.2026. Protein Shopper = Shoppers that bought any of the following categories in the L12m: Meat, Eggs, & Protein Marketed categories.
  6. GLP-1 & Restaurants: Shifting Habits, Not Shrinking Demand; National Restaurant Association May 20th, 2026.