Scientifically, while protein is essential for muscle building and can aid in weight management, the recommended daily intake varies by individual. Generally, experts suggest about 1 gram of protein for every 3 pounds of body weight, with higher requirements for those who exercise regularly. However, despite the pervasive messaging, the idea that the average American is protein-deficient is largely a misconception; most men and women already exceed federal protein recommendations, and the body cannot store excess protein, converting it into calories or fat.

The widespread fascination with protein has ignited a lucrative “protein craze” that is significantly altering consumer eating habits and the retail landscape. A third of Americans report increasing their protein consumption, leading to a quadrupling of high-protein product claims between 2013 and 2024. This market shift is evident in the soaring sales of traditional protein sources like cottage cheese and the improbable emergence of protein-infused beverages, demonstrating a profound change in grocery store offerings.

This “protein boom” has had a transformative impact on the agribusiness sector, particularly invigorating dairy farmers. Once considered a low-value byproduct of cheese-making, whey protein has seen its earnings contribution triple since the early 2000s, providing a significant new revenue stream for the dairy industry. Beyond dairy, the demand is fueling innovation, spurring start-ups like YouBar, which operates 24/7 to meet the insatiable consumer desire to add protein to virtually any food item, from muffins to churros.