Weekend reading: protein

Alert to readers: Amazon.com displays listings for several more workbooks, study guides, and cookbooks purportedly based on my book, What to Eat Now (see previous post on this).  I did not write any of them.  Caveat emptor!

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Protein is the #1 food marketing trend for 2026 and is expected to be a big issue in the forthcoming 2025-2030 dietary guidelines.

The main drivers of the trend:

• Aging 
• Weight management
• Fitness.
• GLP-1 drugs
• Marketing!!!

I put exclamation points after marketing because average protein intake among anyone who eats enough calories is already way above minimum requirements  (also see this).  Adding more is unlikely to do any good.  And current evidence is insufficient to change existing recommendations for protein intakes. 

That’s why the protein trend is really about marketing.

And that’s why protein is now added to everything.

One other point: although protein is in most foods (exceptions: sugar and fats), people commonly understand protein as a euphemism for meat (plant-based sources of protein seem healthier).

If advice to eat more protein gets translated to eat more meat, this will not be good for the health of people or the planet.

• IFT’s Food Technology Hunger for Protein Fuels Meat Mania: Consumer meat/poultry consumption has increased as shoppers seek out protein and fewer say they are avoiding meat.  Read More

Here are a few items from industry publications about taking advantage of the protein trend.

• How protein turned from trend to necessity:  Protein fortification continues to dominate the food and beverage space – but how is ingredient innovation evolving to meet the need for more protein?… Read more
•  Why is there a whey shortage?  High demand and limited supply, in part due to its use with GLP-1 prescriptions, are leading to shortages of the protein… Read more
• Why collagen is set to dominate 2026: Collagen is transforming food, drink and confectionery. Discover why this powerhouse ingredient is set to dominate innovation in 2026… Read more
• How protein powers CPG majors’ expansion plans:  Protein remains a cornerstone of innovation for food and beverage brands. Here’s how Danone, PepsiCo and General Mills are exploring the global megatrend… Read more