When did every aisle become the protein aisle?

Put those muscular hands where we can see ’em and step away from the Greek yogurt.

The “proteinification” of our food is well underway, and Americans can’t seem to get enough (though they’ve likely had plenty).

• Sixty-one percent of consumers said they were striving to increase their protein intake in 2024, up from 48% in 2019, according to a report from global food company Cargill.
• Sixty-three percent of consumers said they want protein in their snacks.

And Google searches for “high-protein diet” peaked in January.

Why the new dietary obsession?

We usually like to blame social media first — though in this case, it’s partly true.

There’s also the rising popularity of GLP-1 weight loss drugs: 6% of US adults, 15m+ people, were actively using a prescription as of last year.

While the drugs eliminate fat, they also shrink muscle mass, sending users reaching for high-protein options — something food companies have been quick to capitalize on.

And capitalize they have

If it’s edible, a brand has probably tried to cram extra protein into it. The low-fat craze of the ‘80s and ‘90s has given way to the great proteinification of our grocery shelves:

• The US protein supplements market was valued at ~$9.9B in 2024 and is projected to hit $22.6B by 2032.
• Food brands introduced 97 new products with “protein” in the name in 2024, more than 2x the year prior.
• The fastest-growing grocery items of the last year were the most protein-packed, with 25+ grams, per NielsenIQ data via The Wall Street Journal.

There’s protein pasta, cereal, ice cream, chips — heck, even soda.

Just last week, celebrity entrepreneur Khloe Kardashian launched Khloud Protein Popcorn.

Should we let people bulk in peace?

Maybe, but it turns out that the average American doesn’t need more protein. And there is such a thing as too much.

Even worse, your protein-packed pee could be a problem for the environment: Excess nitrogen in the country’s wastewater — caused by protein digestion — can pollute the air and water and promote toxic algae growth.

Didn’t think we’d need to say this but… save the Earth and just eat some normal ice cream, dang it.