Is high-protein dairy here to stay? What the past and the present can tell us about the future

In 2014, Time magazine declared an end to “the war on fat.”ⁱ After decades of demonizing cholesterol and the calories that come from animal products, the winds shifted: “Fat is Good for You,” said the headline. Consumers – and farmers – took notice.  

Now, the winds are shifting again, but in a more complex direction: the Canadian appetite for options that are high in protein has grown in tandem with nutrient-dense, affordable, whole foods. How might the high-protein trend affect farmers working to meet these needs? 

Trends in the last 40 years  

According to a 2025 Mintel report, half of Canadians consider protein when choosing foods for a balanced diet, building or maintaining muscle, and strengthening bones.ⁱⁱ  In 2022, Mintel also found a growing preference for transparency in products, as consumers want fewer processed foods and shorter, simpler, more nutritious ingredients lists.ⁱⁱⁱ  

One crucial shift has been the rise of GLP-1 medications, which is driving more Canadians to higher protein diets. Mintel’s report on protein shows that these individuals are increasingly focused on ensuring their protein requirements are adequately met. GLP-1 users are often more aware of their protein intake and overall diet, finding high-protein foods more satisfying and prioritizing nutrient-dense meals. 

It’s no surprise, then, that more and more Canadians are choosing dairy to reach their protein goals. Cow’s milk naturally provides complete protein containing the essential amino acids that the body cannot produce on its own, in the right proportions to support growth and overall health. Health Canada recognizes milk, cheese and yogurt among the nutritious protein-rich foods that help lay the foundation for healthy eating.  

As noted in Time, from the ‘80s onward, nutrition guidelines told consumers to avoid saturated fats. Farmers and processors responded to the demand, and low-fat dairy products and skim milk became popular. A 2010 Dairy Trade Bulletin from Agriculture and Agri-food Canada summarized how Canadian dairy farmers met the moment: “Upward-trending health and wellness diets ... will continue to place low-fat dairy products in the spotlight.”^iv 

This started to flip in 2015, the year after the Time article, with data showed a noticeable rise in butter and whole milk consumption. In 2016, a systematic review of meta-analyses found that dairy consumption, both regular- and low-fat, was neutrally or favourably associated with cardiovascular outcomes, supported by moderate to high-quality evidence.^v  

Butterfat demand remains high, but the pandemic years ushered in another dietary trend: high protein foods. Milk Producer reported sales of higher-protein yogurt are up 21%, with cottage cheese up 29.1% year-over-year as of August 30, 2025. Cottage cheese now accounts for 9.6% of all “natural cheese” purchased at the grocery store. 

Does the high-protein trend have staying power?  

Innovation is happening in the marketplace, and it does influence the demand for farm milk components. Many dairy farmers may wonder if high protein preferences have staying power. While no one has a crystal ball, past trends show that this might be the case; for instance, butterfat demand has stayed high over the last ten years, and it is not slowing, even as protein becomes more popular. 

Another factor to consider is how new Canadians are shifting tastes toward certain specialty dairy products that have high protein content. For instance, drinkable yogurts like kefir and lassi are expanding the number of product offerings in the dairy section; yogurt styles like Skyr and Greek, which are known to have higher amounts of protein, are favoured among Canadians of all backgrounds.  

Maxime Collette, Lead Policy Analyst at Dairy Farmers of Canada, says that though it is difficult to predict how long the high protein trend will last, dairy has much in its favour. “In the current post-pandemic economic context, dairy proteins are often a tasty and more affordable choice than meat and other protein options,” he said. “This gives dairy a certain competitive advantage in today’s market.”  

Though trends have come, gone, and returned over the years, new products have appeared and dairy farmers and processors have adapted to meet the evolving needs of Canadians.

This article was published in Progressive Dairy Canada on April 1, 2026.