Across Europe, consumers are turning to high protein products as health and wellness become top priorities. Once limited to sports nutrition and meat, the trend is breaking into exciting new spaces – from indulgent desserts and custards to creamy ice cream. Not only bodybuilders but consumers of all ages, including those pursuing plant-based, clean label, or specialized diets (keto, vegan, paleo), are now key targets. Protein isn’t just a short-term trend: it remains a powerful nutrient, valued for its role in energy, strength, and overall wellbeing.