Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
It’s the prevalence of drugs like Ozempic. They cause people to eat a negative calorie diet so it’s very important that they keep their protein intake at or above their requirements. If they don’t, they will lose muscle at a dangerous rate.
Pretty sure these drugs are just creating huge heart health problem we’ll see in the future.
i think that might only have a weak correlation, because iirc the “trend” with high protein products started before ozempic became available.
i would say it is only the normal marketing cycle, like how 15-40 years ago it was the phase of low sugar
so i would predict that in 5-10 years we will enter a cycle with maybe high (healthy) fats/low sugar or something similar again