During the nine months of 2026, sales of products with a high protein content increased in Russia by 63% compared to the same period last year, to 37.6 billion rubles. According to NTech, which studied the sales of retail chains, including online, the dairy product segment grew the most prominently - by 130%, to 23.7 billion rubles. Sales of protein milkshake, the production of which was launched in 2025, increased 64.4 times, to 6.5 billion rubles.
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Sales of crumbly cottage cheese with a high protein content increased 3.4 times, to 724 million rubles, soft cottage cheese - three times, yogurts - by 76%, sweets and chocolate without sugar - by 74%, milk pudding - by 62%. NTech links the dynamics mainly with the appearance of new products and the expansion of the variety in the developing category. The increase in demand is also confirmed by the largest manufacturers and retailers.