Protein Takes Center Stage: Why Progresso soup Appeared at CES 2026
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The convergence of food and health is rapidly accelerating, and the presence of Progresso Soup and its parent company, General Mills, at the Consumer Electronics Show (CES) 2026-specifically within the AARP-curated AgeTech Collaborative-signals a significant shift in how brands are approaching consumer wellness. As healthcare professionals gather at conferences like #JPM2026, the role of food as a key driver of health is gaining prominence, even if it wasn’t a central theme at major tech and finance events this year.
The Rise of “Food-as-Medicine”
The focus on food’s impact on health isn’t new, but its mainstream acceptance is growing. Experts are increasingly emphasizing food-as-medicine and addressing challenges like food access-including issues related to food deserts and SNAP program updates-as critical components of personal health ecosystems. This trend is notably relevant as consumers take a more proactive role in managing their own well-being.
Consumer Trends Driving the Shift
The Food Institute’s research further quantifies the importance of protein, finding that 2 in 3 Americans consider protein content when making purchasing decisions. While meat remains the primary protein source for many, those “passionate about health and fitness” are increasingly turning to alternatives like fish or seafood, nuts and seeds, and protein supplements.Dairy remains a significant source for 54% of consumers, though slightly less favored by the health-conscious demographic (48%).
Dietary Trends and the GLP-1 Effect
The growing focus on protein aligns with broader dietary trends. The IFIC’s (Food Industry Council) latest research indicates that over half of americans experimented with a specific eating pattern or diet in the past year (2024-25), with high-protein diets leading the pack, followed by mindful eating, calorie counting, intermittent fasting, and clean eating. “A good source of protein” was ranked as the top criterion for defining “healthy food” in the IFIC study, closely followed by “freshness.”
This surge in health-conscious eating is partially fueled by the increasing adoption of GLP-1 medicines for weight loss, alongside broader fitness intentions. However, the rising cost of healthcare and insurance is also forcing families to make tough choices about their spending.
Affordability Remains Key
Despite the growing emphasis on health and wellness, value and affordability remain paramount for consumers. Four out of five consumers cite these factors as the top influence on their food and beverage purchases, while 7 in 10 prioritize health and wellness. As one analyst from IFT and Food Technology Magazine noted, “People want to eat their way to feeling better,” but price points must align with household budgets.
Retail Giants Respond to Consumer Demand
Major retailers are responding to these evolving consumer preferences. Walmart is re-entering the healthcare services market with Better Care Services, a virtual care platform, and expanding its healthy recipe portal. Target is increasing its wellness product offerings by 30%, with a particular focus on healthy food, athleisure wear, and personalized shopping experiences.
Target’s consumer research confirms the protein trend, with the company announcing plans to expand its protein-infused product lines, including grass-fed beef options from ButcherBox and protein-enhanced snacks from brands like Bloom, David, FlavCity, and Misfits. This move comes as CPG brands adapt to shifts in consumer behaviour driven by the popularity of GLP-1 medications, with companies like Kroger, Conagra, Danone, and Nestlé all expanding their protein offerings.
The Future of Food and Health
As consumers become more engaged in their healthcare and seek value-based self-care options, food-for-medicine and food-for-function will become increasingly central to mainstream consumer behavior. The strategies of retail giants like Walmart and Target demonstrate a clear understanding of this evolving landscape.
