High-protein products are seeing a strong wave of attention on TikTok Shop in 2025. From snacks to supplements, shoppers are buying into the promise of high-protein lifestyles, and the numbers show it.
TikTok shop data signals not just a passing fad but a growing consumer shift in the food and wellness categories, something retailers and investors should be paying attention to.
Key Takeaways
Charm data shows that from January 2025 to August 2025, the #highprotein hashtag accumulated 332 million views and over $4.7 million in revenue. The consistent month-over-month growth reveals that TikTok Shop shoppers are actively searching for protein-centered solutions, whether that’s high protein breakfast, supplements, or, high protein snacks.
Looking at the month-by-month data from January to August 2025, the #highprotein hashtag shows a steady climb in both views and revenue.
This scale of engagement suggests that high-protein products have become a cornerstone of the wellness conversation on social platforms, proving their staying power across multiple months.
Moreover, high-protein products gained broad visibility early in the year and converted that attention into significant sales by mid-year. The consistent climb across both metrics indicates consumer demand is not tied to a single viral spike but is instead part of a sustained health and wellness movement on TikTok Shop.
Charm data highlights which sellers are capturing the most attention under the #highprotein hashtag. The leaders show a mix of established supplement brands and creators experimenting with protein-related content.
These results show that the high-protein trend is broad enough to support multiple subcategories, from ready-to-eat snacks to educational creators. The revenue leaders are those offering accessible products that tie directly to consumer needs, while others highlight the gap between high engagement and actual sales performance.
Looking deeper into the shops, Charm data reveals the specific products that captured consumer attention. These items highlight how shoppers are exploring protein beyond just powders:
These results make one thing clear: the high-protein trend on TikTok Shop is not limited to supplements. Consumers are seeking convenience, variety, and practical tools to fit protein into daily life, from high protein meals to high protein recipes.
Creators play a central role in amplifying the #highprotein trend, with some videos generating both high engagement and notable revenue.
The contrast across these examples highlights a key point: viral reach doesn’t always guarantee sales. The strongest performers, like sheri_pie455, paired engaging content with clear product demand, which helped close the gap between exposure and revenue. For retailers and brands, this highlights the importance of pairing the right creators with the appropriate product categories.
The #highprotein hashtag shows how TikTok Shop has become a testing ground for health-driven products. From brownies and snack bars to cookbooks and nutrition gadgets, it’s clear that consumer demand for protein-rich lifestyles is fueling real sales growth across multiple product types.
For retailers, the data points to a category worth stocking. High-protein items aren’t limited to supplements; they span everyday snacks and lifestyle tools that appeal to broad audiences. Knowing which products are already converting on TikTok Shop helps inform better assortments in physical and online stores.
For investors, the trend signals where consumer dollars are flowing. Brands like Prime Bites and Built Bar are translating views into six-figure revenues, showing both scalability and staying power. Watching how these brands sustain momentum over time can help identify new \ opportunities that fit your investment criteria.
For brands in the health and wellness space, the trend points to how you can lean into the #highprotein strategy and how you can do it right by following the content and ad strategy of brands that drove both views and revenue.
Success comes when products meet consumer needs and creators effectively amplify them. As Charm data shows, not every viral video drives sales, but the right creator-product match can turn millions of views into real revenue.
The high protein trend demonstrates how consumer behavior is shifting, and why businesses across the retail ecosystem should track TikTok Shop signals closely.
The high protein trend on TikTok Shop shows how quickly consumer interest can turn into measurable revenue. Shops like Prime Bites and Built Bar converted attention into six-figure revenues, while individual products such as protein brownies and snack bars stood out as consistent best-sellers. Even kitchen and lifestyle products like nutrition scales and cookbooks, benefited from the wave of engagement.
Creators added another layer of influence, with some videos drawing millions of views and translating into strong product sales. The difference between high-view, low-sales videos and those that convert effectively highlights the importance of pairing the right product with the right creator strategy.
For retailers and investors, the message is clear. Trends like #highprotein, according to Charm data, are not just about fleeting attention, but rather an important insight that represents the fundamental shifts in consumer spending.
Charm can give you insights on TikTok Shop trends, helping businesses prepare for what consumers will want next. Book a demo with Charm today to explore more TikTok shop insights.