Protein consumption trends rise in Brazil

Protein consumption is seeing a significant shift in Brazil, moving beyond the fitness community into the broader population's daily routine. According to a study by Scanntech and McKinsey, sales of whey protein in Brazil grew by 124% between January and October 2025.

Other protein-related products also saw increases during the same period: protein cereals rose by 21%, protein yogurts by 16%, and flavored protein milks by 14%. This trend reflects a growing availability of enriched products such as bars, cereals, and beverages.

Nutritionist Vanessa Rocha of Mundo Verde notes that protein is essential for various bodily functions, including tissue renewal, enzyme and hormone production, and immune system support. However, she cautions that consumption needs to be individualized based on weight, age, and activity levels, stating that more protein does not necessarily yield more benefits if individual requirements are already met.