Protein has become one of the defining trends in food and beverage. Consumers are prioritising it, brands are reformulating around it, and companies are investing heavily to capture the opportunity. But as protein goes mainstream, an important question is emerging: are investors confusing protein demand with protein profits?​In this episode of The Flip Side, Brad Rogoff, Global Head of Research at Barclays, and Warren Ackerman, Head of European Consumer Staples Research, debate whether the protein boom still has significant room to run or whether expectations for growth, pricing power and profitability have become too optimistic.​They discuss whether brands can continue to command a premium, how private label could reshape the category, and whether supply constraints may support or undermine future returns. At its core, the debate asks whether protein’s growing importance in consumers’ diets will translate into durable profits for the industry, or whether capturing that opportunity is becoming increasingly difficult.​Listeners can learn more about this topic:​

• Barclays Brief #54: The US consumer won’t quit​
• Barclays Brief #36: The rise of the consumer health economy​
• The Flip Side #79: Will the US consumer hold up in 2026?​

Clients of Barclays Investment Bank can read our latest reports by logging in to Barclays Live:​

• Whey Too Cheap ​
• This El Nino looks set to break records, but at what cost? ​
• Protein Boom: Be prepared ​
• Key takeaways from expert call on dairy protein​

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