(BPT) - The protein is extra — and reveals that 43% of Americans say protein-enhanced versions of everyday items like bagels, chips, and drinks are worth the higher price, rising to 54% for younger generations. Over 1 in 2 Americans (55%) report protein and protein-added items cost more due to inflation and tariffs, and 52% say the rise of protein products has noticeably increased their grocery spending (60% younger generations). Half (49%) think protein has become a "premium" ingredient and they expect to pay more for foods labeled high-protein (57% younger generations).

Younger consumers are driving the protein trend, with 56% of Gen Z and Millennials willing to spend more (versus 34% older generations; 44% overall) — adding up to 3x as much money on protein items than Boomers ($71 per

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