Walk into any supermarket today, and the story of protein is written across every aisle. From chicken and beef to protein drinks, snacks, and fortified cereals, a wide variety of protein-rich options are on display. What was once a niche focus for athletes has become a daily priority for mainstream consumers seeking health, energy, and balance.

The global protein ingredients market was valued at USD 52.63 billion in 2024 and is projected to reach USD 85.84 billion by 2033, growing at a CAGR of 5.6% from 2025 to 2033. Younger generations are driving much of this growth. A Bain & Company survey shows that consumers across the US, EU, and Asia—particularly Gen Z and Millennials—are actively seeking ways to boost their protein intake.

Among protein options, one pantry staple consistently stands out for its convenience and nutritional value: tuna.

Protein from the Sea

“Our market research shows that people are becoming more interested in protein, with US and UK customers leading the trend,” says Erwan Vilfeu, President, Ambient Branded, Thai Union Group. “They’re also looking for natural, high-quality sources of protein they can trust. And tuna offers a practical, reliable option to meet this growing demand.”

A 100-gram serving of drained natural tuna provides about 25 grams of protein—roughly half of the recommended daily intake, the equivalent of two eggs or 100 grams of beef. It’s also naturally low in calories.

To highlight this benefit, Petit Navire, a Thai Union brand based in France, recently ran a campaign which, for the first time, prominently displayed the protein content of a can of tuna in out of home media, print ads, and a new TV spot with Vikings highlighting the energy and strength of the product.

Tuna with a Twist

While canned tuna remains a trusted choice, consumers are increasingly gravitating toward more innovative formats that fit their fast-paced lifestyles. “Younger generations are looking for lighter, on-the-go products that don’t compromise on taste. That’s why Thai Union is developing new solutions to give all our customers better access to healthy protein.” says Erwan.

Reflecting this shift, the seafood manufacturer has introduced new innovative formats across its tuna brands. In the United States, Chicken of the Sea has elevated canned tuna with ready-to-eat packets, flavored collaborations, and bold new offerings. Its Wild Caught Light Tuna Packet with OLD BAY® Seasoning was awarded “Best New Lunch on the Go” by Better Homes & Gardens in 2025. In France, Petit Navire launched its Et Hop line for quick, balanced meals. In the UK, John West offers ready-to-eat tuna salads and meal kits through its On The Go line. In Thailand, SEALECT offers ready-to-eat, portion-sized tuna in pouches and collaborations inspired by local flavors like spicy tuna with pla ra, a traditional fermented fish.

As interest in functional benefits continues to grow, protein is just the start. Tuna is also a functional food rich in Omega-3 fatty acids, which support cognitive function, memory, and cardiovascular health, as well as in Vitamin D for bone strength and Selenium, a powerful antioxidant

“We’re seeing growing interest in food with added functional benefits, beyond the increasing demand for health supplements” says Jurriën Zandbergen, Managing Director of Thai Union Ingredients. “Tuna is a great natural product, not only because it’s low-carbon and rich in proteins, but also because it allows us to extract valuable nutrients from co-products, while reducing waste in the process. In addition to our premium Omega3 oil supplements, Thai Union Ingredients now extracts Marine Collagen Peptides from our tuna, which in recent clinical studies has shown to support skin, joint, and bone health.”

With rising demand for protein and evolving lifestyles, tuna remains a trusted protein choice that meets the needs of today’s consumers, offering strong nutritional value and versatility across a wide range of meal occasions. As a global seafood leader, Thai Union is driving innovation to improve the quality, taste, and convenience of its tuna offerings, making marine protein an even more valuable choice for consumers around the world.