Graham’s Family Dairy explains ‘protein boom’
6th April 2025
Scottish dairy brand, Graham’s Family Dairy, has seen a record rise in shoppers prioritising protein as the trend moves beyond athletes and gym-goers.
New research from Kantar (The Powerful Potential of Protein, 2025) confirms this shift, revealing that one in five UK households (21%) now actively seek high-protein products.
While younger consumers led the charge, the biggest growth is now coming from Generation X (44-59 age group) and Baby Boomers (60+), who are increasingly choosing protein-rich foods to support their health and wellbeing.
With demand showing no signs of slowing, Graham’s Family Dairy continues to see older consumers driving this protein boom firsthand, reflecting a fundamental change in shopping habits.
‘Vital part of every diet’
Robert Graham, managing director at Graham’s Family Dairy, said: “We’ve been developing natural, high-protein dairy products for some time, but it’s exciting to see demand growing well beyond younger shoppers.
“Our range was designed to offer naturally nutritious options for all lifestyles, and it’s fantastic to see more people embracing the benefits of real dairy.
“There’s a common misconception that protein is just for fitness enthusiasts, but in reality, it’s a vital part of every diet. This shift in awareness presents a huge opportunity for natural dairy to support longer, healthier lives.
“What sets us apart is our commitment to real, wholesome ingredients—our dairy products deliver high-quality protein naturally, without additives or ultra-processing.”
Kantar’s findings reveal that high-protein dairy products, including yogurts, drinks – which have seen a 23 percent increase in uptake – and desserts continue to expand their share in the grocery sector.
While younger consumers have been early adopters, the most significant growth potential now lies with older age groups, who are increasingly aware of protein’s benefits for maintaining strength, energy, and overall health.
The recent research also shows that 76% of shoppers are willing to pay higher prices for products containing higher proportions of protein.
Graham’s Family Dairy became the Official Protein Dairy Partner of Loughborough Sport at the start of this year, collaborating with nutrition lead Andrew Shepherd to fuel the university’s athletes with natural high-protein dairy products.
The importance of protein
Andrew Shepherd, Nutrition Lead at Loughborough University, explained: “As we get older, our bodies naturally change, and from the age of 30, we begin to lose musclemass, strength, and function – a condition known as sarcopenia. Without proper nutrition, particularly protein, this process can speed up, increasing the risk of frailty, reduced mobility and chronic illness.
“The good news is that the message is getting across and that more and more adults over 45 are now recognising the importance of protein in maintaining strength and overall health.
“Research shows that boosting protein intake can significantly slow muscle loss, especially when paired with resistance exercise. Though anyone with kidney concerns should seek medical advice before increasing their intake, those over 45 can feel a real difference by aiming for 1.2 to 2 grams of protein per kilogram of body weight each day.”
The family-run business was founded in 1939 by Robert Graham in Bridge of Allan, Stirlingshire, where he reared 12 cows, milked them by hand, then made all deliveries by horse and cart.
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