Protein Mania: How the Global High-Protein Craze Is Prompting Warnings From Nutrition Experts
Protein has become the star macronutrient of the decade, with consumers in the United States and beyond embracing protein-rich diets at record rates. According to Cargill’s 2025 Protein Profile, in the US, a staggering 61% of consumers report actively increasing their protein intake in 2024, a substantial jump from just 48% in 2019 (Cargill, 2025). Supermarkets now brim with protein-enriched snack bars, cookies, even sodas and ice creams, while food manufacturers and social media influencers stoke the frenzy with bold claims about the benefits of high-protein diets. But as this “protein obsession” becomes a global consumer trend—advanced by viral dieting advice and evolving food industry strategies—nutrition experts are raising the alarm, warning of misunderstandings and potential health risks surrounding excessive protein consumption (San Diego Union-Tribune, 2025).