Even as someone taking a GLP-1 drug, I’m not sure I need protein in my peppermint bark.
If I do, however, Target plans to give it to me this holiday season, and data suggests that’s probably a good idea.
The percentage of Americans trying to consume protein is on the rise: In 2022, 59% said they try to consume protein, 67% in 2023, 71% in 2024, and 70% in 2025, according to the annual IFIC Food & Health Survey.
The trend is fueled partially by GLP-1 weight loss drugs, but it’s not unique to people taking them.
“Americans are doing more of what food and nutrition experts have encouraged them to do: prioritizing protein, following eating patterns, thinking about the long game — and yet many still don’t see and feel the progress they’re hoping for,” IFIC CEO Wendy Reinhardt Kapsak told Prepared Foods.
Now Target has gotten on board adding a lot more protein options for the holiday season.
Target adds more protein-infused items
When you take a GLP-1 drug, as I do, your doctor warns you to make sure you get enough protein or, instead of losing fat, you will burn muscle.
That’s something I consider; I do sometimes order Starbucks protein coffee, and I make sure to have protein-rich snacks in the house.
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“What’s less often discussed is that the number on the scale doesn’t tell the full story. Along with fat loss, some people also lose lean body mass, which includes muscle, water and other tissues. In some studies, lean mass has accounted for a meaningful portion of total weight lost,” according to the Mayo Clinic.
Target wants to help make that happen.
From stocking stuffers to indulgent flavors like cookie butter and peppermint bark, high-protein and better-for-you foods are taking up more shelf space this November and December, Target shared during its recent media day outlining its holiday strategy, Modern Retail reported.
Target’s chief merchandising officer Cara Sylvester said the retailer has been working to incorporate health and wellness offerings into its holiday merchandising.
“We’re leaning into more wellness or protein-forward items, even for the holiday season. Consumers are going to indulge more during the holidays, so I would say it’s an ‘and,’ not an ‘or,” she said.
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Target has already added some holiday-themed protein snacks
Target did not provide a list or a specific release date, but SnackGuySteve, a popular Instagram page, showed a video of a holiday display featuring some of the snacks.
Some of the protein-packed offerings included:
- Barebells Cookie Butter + Peppermint Bark
- SEEQ Arctic Cherry
- Orgain Protein Hot Cocoa
- RAW Apple Cider Creatine
- Clean Simple Eats Snickerdoodle + White Chocolate Peppermint
- Just Ingredients holiday protein powders
- Prime Bites Sugar Cookie Brownie
- Pioneer Pastures holiday shakes
Target is making a smart move here, as demand for more protein is high. But my repeat purchase bar is also high, and few items meet it.
If I’m having a snack or a drink, it still has to taste good. Starbucks and Barebells have delivered for me, while many other brands have not.
It’s also important to remember that these snacks should supplement your protein intake as part of a regular diet.
“Because protein delivers so many important health benefits, people are trying to incorporate more of this key macronutrient throughout the day,” Cargill Senior Consumer Insights Director Cory Lomell said in a press release.
“Beef, poultry, and other animal protein continue to be a go-to source for main meals.”
Target is not alone in pushing its protein offerings
McDonald’s Vice President of Menu Strategy Gina Hardy recently shared with The Takeout some menu hacks for customers seeking more protein.
- Many of the McDonald’s burgers on the menu allow bacon to be added, which results in an increase of 6 grams of protein.
- If you’d prefer to stick to beef for your burger, the McDouble and the Double Quarter Pounder with Cheese can have another two beef patties added for a total of four patties.
- Each standard McDonald’s beef patty offers 7 grams of protein, and each Quarter Pounder beef patty has 18 grams.
A protein-packed food is not necessarily good for you, however.
Adding protein to items that don’t contain it naturally does not magically make them healthy, Sofia Whitefields, a registered dietitian at the University of Utah’s Osher Center for Integrative Health, told the University of Utah.
“Cereal is still cereal,” she said. “Popcorn is still popcorn. Chips are still chips.”
RTM Nexus CEO Dominick Miserandino thinks that this trend, like most others, will pass.
“Does everything need protein? I’m waiting for the day I see protein added to toothpaste. Retailers have figured out that protein sells, and once that happens, everyone wants in. I’m just not convinced we need to turn every snack, drink, and dessert into a nutritional supplement,” the told TheStreet.
Related: Target raises price of annual grocery deal for holiday shoppers
