$155.6B
Healthy restaurant market value in 2024
Projected to grow at an 8.5% CAGR through 2032, driven by rising health and wellness awareness and demand for nutritious food.
8.5% CAGR through 2032
Chapter 2 — Power of Protein
Protein is now the way America eats
Five numbers explain why a brand designed around protein from day one is positioned for the next decade rather than reacting to it.
2X
Protein shake market more than doubles
From $10.8B in 2025 to a projected $23.5B by 2035 — an 8.0% CAGR in the exact category PBK was founded on.
$10.8B (2025) → $23.5B (2035)
57%
Of Americans plan to prioritize protein in 2026
Protein intent is now a mainstream planning behavior, not a bodybuilding habit — and it shows up in weekday lunch decisions.
Intentional protein prioritization
70%
Of Americans are actively trying to consume protein
Up from 67% in 2023 and 59% in 2022. A high-protein diet is the most-followed eating pattern in America for the third consecutive year, and protein is the top nutrient consumers seek.
Top characteristic used to define a 'healthy' food
23%
Of U.S. households now include a GLP-1 user
Those households are projected to represent 35% of all food and beverage units sold by 2030 — and GLP-1 users are told to prioritize protein at every meal.
35% of F&B units sold by 2030
Market figures are third-party industry estimates provided for context only. They are not a projection of the results of any Protein Bar & Kitchen franchise.
What it means
The market is growing -- communities across the US are demanding better choices
Most fast casual brands are retrofitting protein onto a menu that was designed for something else. PBK has been building for this guest since 2009 — we are unmatched in bringing protein to consumers.
