In 2014, Time magazine declared an end to “the war on fat.” 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 over 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. In 2022, Mintel also found a growing preference for transparency in products, as consumers want fewer processed foods and shorter, simpler, more nutritious ingredient lists.

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.”

This started to flip in 2015, the year after the Time article, with data showing 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.

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 Aug. 30. 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 this might be the case; for instance, butterfat demand has stayed high over the last 10 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 with 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 have adapted to meet the evolving needs of Canadians. 

Want to keep up with the latest trends?

DFC helps farmers stay in-the-know on economic and consumption trends through its farmer-focused publications. Every quarter, DFC’s Policy team analyzes the latest trends in the dairy marketplace and shares them with farmers in the Quarterly Skim. It offers key insights on dairy trade, consumer trends, farmgate prices and much more. Read the latest edition on the DFC website.

Farmers can also sign up for Dairy Express, DFC’s newsletter exclusively for Canadian dairy farmers. Email DFC with your name, farm name, location and farm number to sign up.

References omitted but are available upon request by sending an email to the editor.

Dairy Farmers of Canada (DFC) is the national policy, lobbying and promotional organization representing Canadian dairy producers. DFC strives to create stable conditions for the dairy sector in our country. It also seeks to maintain policies that promote the sustainability of Canadian dairy production and promote dairy products and their health benefits. Visit DFC's website for more information.