Target Adds Protein Items to Holiday Lineup
The retailer is giving high-protein and better-for-you foods more shelf space this November and December as protein demand climbs.
Updated on Nov. 5, 2026 in Spending
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Target is stocking more high-protein and better-for-you foods this holiday season, including Barebells Cookie Butter + Peppermint Bark and Orgain Protein Hot Cocoa. The move follows a rise in the share of Americans who say they try to consume protein, from 59% in 2022 to 70% in 2025.
Why it matters
The shift reflects a sustained consumer focus on protein, a trend partly fueled by GLP-1 weight loss drugs, and signals how retailers are adjusting holiday merchandising for U.S. shoppers. Protein-forward products are being positioned alongside traditional seasonal treats.
Protein-trying Americans rose from 59% in 2022 to 70% in 2025, with a peak of 71% in 2024. Target has not published a product list or release date for its holiday protein lineup.
The players
Target
Target is a major U.S. general merchandise retailer that is adjusting its holiday merchandising to feature high-protein and better-for-you foods.
McDonald's
McDonald's is a global fast-food chain that is promoting protein add-on options, including bacon that adds 6 grams of protein to its burgers.
Dominick Miserandino
Dominick Miserandino is the CEO of RTM Nexus, a market research firm, who expects the protein trend to pass like most other food trends.
The details
Target's chief merchandising officer said the retailer is incorporating wellness and protein-forward items into holiday merchandising during a recent media day. McDonald's is similarly promoting protein add-ons, with bacon adding 6 grams of protein to its burgers.
Timeline
2022: 59% of Americans say they try to consume protein.
2025: 70% of Americans say they try to consume protein.
November and December 2026: High-protein holiday foods take up more shelf space at Target.
Market Landscape
The protein push traces back to the GLP-1 weight loss drug boom, which has reshaped American food demand and pushed retailers to reposition products around protein. Whether the trend persists beyond the current cycle, as some analysts expect with past food fads, remains an open question for the retail sector.
Shoppers may find more protein-forward snacks and beverages on Target shelves this November and December. Consumers watching holiday budgets should compare protein products' prices with traditional seasonal treats.
The takeaway
Protein-focused products are becoming a standard part of mainstream retail, so checking labels and prices can help shoppers decide whether these items fit their needs and budgets.
Further reading
Explore more on Spending trends shaping American household budgets this holiday season.
Source note: This article includes information reported by The News&Observer.
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