Protein obsession isn’t fading.
What’s happening: According to The New Consumer, two-thirds of Gen Z and millennials are actively trying to eat more protein, tying higher intake to a healthier lifestyle.
Load up. Roughly a quarter of Americans across age groups say they don’t get enough protein. And intent to increase consumption rose 19% YoY, outpacing fruit and trailing only vegetables.
But, while more than half of older consumers are satisfied with their current intake, younger consumers are buying the hype, with 66% adopting a high-protein diet just in the past year.
To the max. Greek yogurt, protein bars, cottage cheese, and ground beef are top grocery buys, inspiring Big Food to push “protein mania” through fortified products. Well aware, younger consumers see the trend and approve — 76% think proteinwashing is a good thing.
Food for thought. Flipping the pyramid, the USDA’s new rules reflect trends in motion: more protein, less sugar. But with 66% of Americans underestimating how much protein they need, AI macro-counting is becoming a daily habit.
Looking ahead: Consumers still believe more protein is better. But as ultra-processed foods and ingredient quality face greater scrutiny, the loose association between “protein” and “healthy” won’t last forever.
