We got protein: the popularity of healthy lifestyle has spurred the growth of sales of protein products

The desire of Russians to lead a healthy lifestyle has contributed to an increase in sales of protein products — bars, fermented milk drinks, milkshakes, cheeses and yoghurts. During the year, sales of such goods in all categories increased by 63% and reached 37.6 billion rubles, NTech estimated. Representatives of retail chains confirm this trend and note an even more noticeable increase in demand. However, experts warn that labeling "protein" on packaging often becomes a marketing ploy that allows you to sell familiar products more expensive.

Why Russians are addicted to protein

Russians have increased purchases of high-protein foods to a record. Sales of milkshakes, which were launched in 2025, increased particularly noticeably: in nine months they increased 64.4 times, to 6.5 billion rubles. Sales of crumbly cottage cheese increased 3.4 times, to 724 million rubles. These conclusions were reached by analysts at NTech after examining sales in retail chains of all formats, including online, for the first nine months of 2026 compared to the same period in 2025.

In addition, according to analysts, sales of soft cottage cheese tripled, yogurt — by 76%, sweets and sugar—free chocolate — by 74%, milk puddings - by 62%, milk drinks — by 53%.

Overall, sales of protein products in all categories increased by 63% over the year, to 37.6 billion rubles. The most noticeable increase was in dairy products — by 130%, to 23.7 billion rubles.

"The category is just being formed, so now the main growth driver is interesting novelties and the appearance of protein products in unusual categories, rather than increased interest in healthy lifestyle," Dmitry Trifonov, co—founder of the NTech analytical company, explained to Izvestia. — According to our estimates, by the end of 2026, sales in these three categories of high-protein products alone will exceed 50 billion rubles.

The growth in demand is confirmed by manufacturers and the largest retail representatives.

— The trend towards proper nutrition and control of the content of proteins, fats and carbohydrates in products is gaining popularity among customers. The response to the growing demand for high—protein products was, in particular, the expansion of production capacities: in the summer of 2025, the cottage cheese workshop in the Voronezh Region doubled production to 20 tons per day, and in early 2026, the production of low-fat cottage cheese was launched, the press service of the EkoNiva Group reported.

The company added that in January–September, sales of cottage cheese of this brand increased 1.7 times compared to the same period in 2025. In addition, the popularity of natural semi-hard and hard cheeses is increasing, which also serve as a source of protein in a balanced diet.

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Analysts of the Steppe agricultural holding also note the growing interest in high-protein products.

— The company considers this trend as part of a long-term change in consumer habits: customers are increasingly paying attention to the composition and nutritional value of products, striving for a more balanced diet. At the same time, the dynamics of demand varies significantly depending on the category, and the share of products with a high protein content in the total sales structure remains relatively small, the press service of the agricultural holding reported.

They believe that the current high growth rates are largely due to the expansion of the product range and the effect of a low base.

— Following the results of the first nine months of 2026, the demand for dairy products with a high protein content in X5 retail chains increased 2.4 times. Analysts attribute this dynamic to the trend towards a balanced diet. In response, retail chains are developing lines of protein products under their own brands focused on healthy lifestyle," the company's press service said.

In Hyper Lenta, sales of dairy products with added protein — yoghurts, milkshakes and snacks — increased by almost 140% in physical terms in nine months compared to the same period in 2025, the company's press service told Izvestia.

— The popularity of products that cannot be classified as protein products is also growing, but their protein content is higher than the average in the category. For example, the demand for Greek yoghurts has increased by almost 50%,"Hyper Lenta reported.

The company explains the increased consumption of protein products by increasing interest in healthy eating and products for a balanced snack on the go.

According to estimates by the Association of Omnichannel Retail Companies (ACORT), sales of protein products in retail chains have been growing by more than 60% for the second year in a row. In the dairy category, demand is shifting towards high-protein yoghurts, smoothies, cheeses and ice cream, Stanislav Bogdanov, chairman of the association, told Izvestia.

According to him, the demand for healthy lifestyle products in large retail chains has grown by an average of 20%, and protein products have become the fastest growing area within this segment.

— Customers are increasingly studying the composition and calorie content of products, choosing products with a high protein content and without added sugar. This choice is made by a wide audience," said the industry representative.

He recalled that, according to the National Agency for Financial Research, about 80% of Russians today try to adhere to a healthy diet.

In response to changing consumer preferences, manufacturers are actively expanding their product lines and offering new flavors and formats. Protein also appears in products where customers have not looked for it before, noted Stanislav Bogdanov. Retail chains are also updating their product ranges in response to demand. Depending on the store's format, there are from 30 to more than 200 types of such products on sale today.

Why do experts consider such products to be a marketing ploy?

At the same time, the Institute of Nutrition of the Russian Academy of Medical Sciences attributes the record sales growth, among other things, to the use of marketing technologies by businesses.

— Protein is found in all dairy products, including milk, cheese and cottage cheese. These products are rich in complete animal protein even without additional additives. Therefore, manufacturers' statements about the uniqueness of some dairy products are more of a marketing ploy designed to attract the attention of consumers," Viktor Tutelyan, director of the Institute, MD, told Izvestia.

This opinion is shared by the head of the Public Consumer Initiative Oleg Pavlov.

— The label "protein" on the packaging often becomes a way to sell a familiar product for more. Milk and dairy products themselves are sources of high—grade protein: in regular milk it is about 3 grams per 100 g, and in Greek yogurt, thanks to production technology, it is 7-10 g. Therefore, the word "high—protein" does not mean that the buyer has a unique product that is definitely worth overpaying for," the expert noted.

According to him, foreign studies also confirm the effect of the "halo of health." So, American scientists found out that consumers considered flakes labeled "protein" to be more useful, although a comparable serving of such a product contained more sugar, sodium and calories.

— The buyer should pay attention not to the loud label, but to the amount of protein per 100 g, sugar content, composition and price in terms of a real portion of protein, — Oleg Pavlov emphasized.

Larisa Gabdulkhakova, a nutritionist and nutritionist, notes that protein is necessary for the body: it helps build muscle mass, supports the functioning of the liver and nervous system. However, protein products should not be overused. For example, salty cheeses can increase blood pressure, and in people with kidney disease or elevated uric acid levels, they can worsen health problems. This also applies to smoked cheeses. In addition, milk protein is not suitable for everyone: some people may be intolerant to casein or lactose, the expert explained.