When Greg and Keri Hayes brought their business Get Baked Seattle to the city three years ago, they clearly saw a growing market opportunity: protein.

In the past few years, social media has been buzzing with videos of protein-packed recipes and advice on how to hit protein goals to achieve physique flexing. That protein craze has gradually made its way out of the fitness arena and into mainstream diets, and Seattle-area businesses, from Starbucks to local supplement shops and bakeries, have seized the moment.

Pricey protein products, from powders to bars to special meals, are on offer almost everywhere for consumers willing to shell out extra money to enrich their diets with the nutrient.

Get Baked, for one, has reaped the benefits. The shop sells protein-packed pudding and cookies, some for as much as $9 each, among other products billed as healthful alternatives for those looking to satiate sweet treat cravings. Since moving their business from Michigan to Seattle, sales increased nearly sevenfold, Greg Hayes said.

“The first question is typically, ‘How much protein is in the cookies?’” he said.

'Getting enough protein'

The internet is ripe with advice on protein intake. Some studies say protein-focused diets can lead to improved aging and help with weight loss. But others warn of drawbacks to eating too much protein, including higher likelihoods of cardiovascular disease and kidney problems.

Still, interest is growing.

“People aren’t getting enough protein,” Greg Hayes said. “They are looking for more ways to get it that doesn’t compromise taste.”

And for those who are willing to pay, there is no shortage of ways or products to up their daily protein intake.

Even bigger chains, like Starbucks, are cashing in on protein popularity. The Seattle-based global coffee chain announced in July that it was releasing a protein cold foam to go on top of drinks. The chain also sells protein food and drink options, including protein boxes that cost about $8.

Vitality Bowls, a food bowls chain, has seen the obsession firsthand, with customers looking for smoothies with vegan or nonmilk proteins in them, said Rylie Jones, an employee at the South Lake Union shop.

The eatery provides two options to add protein, whey or pea, and has other protein-rich options like peanut and almond butter. Adding peanut or almond butter costs an extra $1.49, according to Grubhub, while whey or pea protein “power ups” cost an extra 99 cents.

As seen online

Supplements offer another option for protein seekers.

A 2025 trend report from The Vitamin Shoppe, a national nutrition brand, shows searches for protein jumped 81% on its website this year, with consumption of protein bars and snacks up nearly 30% and beverages increasing by over 25%. The Vitamin Shoppe's protein consumption in the state increased 35%-40% from a year ago, outpacing its national growth rate of 25%-30%, according to Jack Gayton, vice president for the retailer.

Nic Stearns, owner of Tukwila-based City Supplements, has seen this rising demand for protein, leading him to continue buying more varieties and increasing volume. His store offers around 85 options for protein, from powders to snacks.

People from young athletes to older adults are interested in the macronutrient, Stearns said, with many consumers telling him that they saw something on social media and wanted to try it out.

Stearns, a self-proclaimed "protein expert” and former bodybuilding champion, said his protein sales have increased by three or four times since he started his supplement business 20 years ago.

In that time, he’s seen protein escape its association from just fitness and bodybuilding and expand to be a component of a toned, healthy lifestyle, encouraged by influencers.

Mollie Buchinger, a recent UW graduate with a degree in public health, has been inspired by social media to add more protein to her diet. The 22-year-old said she’s bought protein items from TikTok shop, the e-commerce branch of the platform, including David bars, one of the most popular protein products right now, with 150 calories, zero sugar and 28 grams of protein.

'I can’t compete'

Some people are not sold on protein supplements, however.

Vaibhav Chowla, 36, said he tries to get in his morning protein through hard-boiled eggs and evening protein through chicken. He doesn’t take supplements or powders; instead, as a diabetic, he follows a low-carbohydrate diet.

When going out to eat, Chowla said, he’ll add shrimp or chicken to basic staples like salad, but he hasn’t strayed far from the whole proteins.

“I saw protein drinks at Costco and thought about it,” Chowla said. “But those taste so bad I didn’t want it.”

Similarly, Hannah Reetz, a 22-year-old Washington State University graduate, tries to hit her protein goals by making recipes she sees online.

Reetz, who studied sports management and business, enjoys weightlifting and has always prioritized protein. She also spends more money on higher-quality groceries with lots of protein, since it's such a big priority.

“I have to have protein in my meal,” Reetz said.

While some businesses have hopped on the protein train, not everyone is convinced. Some have maintained business as usual, viewing this as just another health fad.

Nina Hong has been running the health store Pike Place Nutrition since 1990. The shop focuses on natural solutions for health and wellness, with everything from natural toothpastes to massage tools.

Unlike some shops, Hong said social media and the internet have mostly hurt, instead of helped, business. The influx of brands, marketing and products has made it difficult for Hong to compete. For her, online marketing is too much time and effort to get even a little bit of attention.

“I can’t compete,” the 60-year-old said.

She also wants to avoid price comparisons, Hong said, and chooses to remain an independent, local option for those wandering Pike Place Market.

She’s had a lot of customers coming in and asking about protein products, for which Hong said she doesn’t have a lot of options. People need protein, she said, but not as much as what is being pushed online right now.

Hong sees the protein craze as just the latest fad, she said, adding that “just because an influencer has a lot of followers, it doesn’t mean they are experts on things.”

Kyle Ramey, a 49-year-old living in Hood River, Oregon, said while he eats protein, it’s always with a good mix of other nutrients. Ramey, who was visiting Seattle for the weekend, said he doesn’t think a high-protein diet is impactful if people aren’t also exercising and eating fresh foods.

He hasn’t heard about the social media craze with the nutrient, he said, but added that it's probably just another health obsession that will pass.

“I’ve always ate intuitively,” Ramey said. “This won’t have a big impact if you aren’t already being healthy.”

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