A new Pew survey and industry data show younger Americans are less likely to take traditional vitamins but more likely to use protein in powders, drinks, bars and everyday foods — blurring the line between supplements and snacks.
Adults 18–29 are more likely than those 65+ to take protein supplements: 37% vs. 23%, per Pew.
Younger consumers favor protein added into everyday foods and drinks, while older consumers prefer naturally protein-rich foods and traditional supplement formats.
Use of multivitamins and minerals is substantially lower among under-30s (48%) than among adults 65+ (81%).
A recent Pew Research Center survey and market data captured a shifting pattern in how different generations use supplements. Younger adults (under 30) take fewer traditional vitamin and mineral supplements than older adults, yet they are the most likely age group to use protein supplements such as powders, ready-to-drink shakes and bars.
That translates into a flood of protein-fortified offerings across grocery aisles: cereal, pasta, soda, coffee, chips and even mac and cheese now carry added protein. At the same time, classic protein formats — powders, drinks and bars — continue to sell well.
Older consumers tend to choose foods naturally high in protein (yogurt, cottage cheese) and stick with traditional supplement formats like capsules and tablets. Younger consumers gravitate toward added-protein versions of products that historically contained little protein, such as cereal.
The age pattern is striking because protein needs shift with age. Roger Clemens, a nutrition researcher at USC's Mann School of Pharmacy and Pharmaceutical Sciences, pointed to sarcopenia — the age-related loss of muscle mass and strength — as a reason older adults should pay attention to protein intake. He also cautioned that the amount listed on labels doesn't capture absorption and how the body uses protein: "Protein is quite complicated," he told Fortune.
Why this matters for shoppers and product makers
For brands and retailers: younger shoppers present an opportunity to reframe functional ingredients as part of everyday consumption rather than a separate health ritual. Product development and merchandising that place protein in familiar categories can meet that demand.
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