"The demand for protein has soared as 61% of consumers in the U.S. increased their protein intake last year, according to new research from Minnesota-based food corporation Cargill. And social media influencers and brands alike are taking note. "We're seeing that influencers, fitness professionals - they're all encouraging more protein after lifting," said Yasi Ansari, a clinical dietician at UCLA."
"Protein is now a $114 billion industry and growing, according to Mintel, a global market intelligence company. The number of high protein shakes and drinks on the market rose by 122% from 2020 to 2024, Innova Market Insights reported, noting that Gen Z is driving most of the online chatter around the beverages."
"PepsiCo CEO Ramon Laguarta also said protein would be a big focus for the company, telling investors in July that "consumers are adopting protein solutions in the diet at a pace that was not the case in a few months back, a few years back.""
"Ideally the source of your protein is whole foods, instead of powders and supplements, registered dietitian Helen Tieu said. Consumer Reports recently found some protein powders and shakes contain high levels of lead."
Demand for protein rose significantly, with 61% of U.S. consumers increasing intake last year and widespread social media and fitness endorsement. The protein sector reached about $114 billion, and high-protein shakes and drinks grew 122% from 2020 to 2024, with Gen Z driving online conversation. Foodservice chains and major companies are adding protein options. Protein supports bones, muscles, enzymes, hormones, and structural components of hair, skin and nails, but many people may overestimate needs. Whole-food protein sources are preferred over powders, and some powders and shakes have shown contamination concerns such as elevated lead levels.
Read at Cbsnews
Unable to calculate read time
Collection
[
|
...
]