Gen Z Prioritizes Protein. They Want More Options. Dairy Needs to Deliver.

 

Half (50%) of the U.S. Gen Z demographic are eating more protein today than they were just two years ago, according to a September 2026 survey commissioned by Reser’s Fine Foods, a family-owned leader in the refrigerated prepared foods industry. Yet, despite the increased appetite for protein, 95% are craving more variety in the proteins they eat. 

To better understand changing attitudes toward protein consumption, Reser’s explored how Gen Z is incorporating protein into their diet and what this influential generation is craving in terms of protein. Reser’s survey reveals not only their desire for tasty, protein-rich foods but also why, when and how they want them. 

Highlights include:

• 87% would like high-protein versions of foods they already know and love.
• 63% say they are tired of eating the same foods for protein and wish there were more options.
• Nearly 70% say they feel better after eating more protein.
• Three out of four Gen Z consumers identify as “Team Protein” versus “Team Carbs.”

In response, the company now offers higher-protein packaged deli salads made with cottage cheese. Varieties are Chicken Salad, Tuna Salad and Egg Salad.

“People are looking for easy ways to add protein into their day and want something more interesting than another protein shake or chicken breast,” said Megan Torres, senior brand strategy manager for Reser’s. “Our chefs used a smoothly blended cottage cheese base to make a creamy dressing that delivers 25% more protein and 40% to 60% fewer calories than our traditional protein salads. It’s an innovative take on classic deli favorites that meets what shoppers are looking for today.” 

What can dairy innovators do to better satisfy this important demographic’s desire for more protein options?

Nestle’s 2027 Food and Beverage Trend Forecast suggests that there will be a surge in zesty flavors. Spicy is not going away, but the company’s research found internet searches with the phrase “zesty foods” have jumped more than 130% year over year.

Chicago-based Dutch Farms Inc., today’s blog sponsor, has been playing in this space for some time with its Protein Packs and On-the-Go Snackers.

Nestle also predicts that protein isn’t going anywhere but is shifting into a complementary ingredient. Approximately 63% of consumers are committed to increasing their protein intake, according to the company, but the desire for multifunctional foods is changing how they shop. To meet this demand, manufacturers are expected to roll out protein-forward products that also contain ingredients such as collagen, probiotics and fiber. 

The third trend prediction suggests that consumers will increase their consumption of fruit-infused coffee and matcha lattes. Nestle found consumer interest in fruit-forward coffee has highly increased, with Gen Z coffee drinkers saying they prefer to drink coffee with strong flavors. Research also found the matcha category is projected to hit $7.3 billion by 2030, driven by fruit-flavored innovations.

“We track thousands of early signals across conversations every year, and only a handful become meaningful trends,” said Linh Phillips, director, consumer insights and foresight at Nestle USA. “What’s coming through clearly is that value has become personal. Consumers are defining what’s ‘worth it’ on their own terms, whether that means more flavor, a specific benefit or an experience that feels made for them.”

And here’s a fun one to get ahead of: milk punch. Dirty soda has some competition. 

There are two types of milk punch. The creamy style is a cocktail blended with whole milk or cream. The clarified version is made by adding dairy to a cocktail, letting the acid in the drink curdle the milk (the casein) and then straining out the curds to yield a silky-smooth, clear drink that contains whey proteins. Both can include some carbonation and can be topped with a cold foam cream. 

But let’s digress. With everything old being new again, and nostalgia in full force, might the punch bowl return to home entertainment? Older readers should remember that boozy (optional), carbonated fruit juice concoction topped off with scoops of sherbet. It was served in a bowl with accompanying cups hanging off the side. Some families served eggnog this way during the holidays. 

Rutter’s is on board. The Pennsylvania convenience store chain is “bringing something extra to the holiday season” with the release of its Hard Eggnog, a rich, creamy beverage inspired by the company’s traditional eggnog. The seasonal offering comes in a collectible bottle.

Is there an opportunity for dairy to play in the cocktail and mocktail space as an innovative way to give Gen Z more of what they want?