The diet mistake 71% of Americans are trying to fix

For the last two years, I’ve been that girl.

The one with the food scale permanently parked on her kitchen counter.

The one who actually tracks her meals — not to eat less, but to make sure she’s getting enough of one specific thing.

Because somewhere along the way, I realized I was doing something a lot of people do. I was eating “healthy,” but not actually fueling my body.

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I’d grab a smoothie, a salad, a grain bowl. All the wellness-y things. But I’d still feel tired. Hungry an hour later. And weirdly bloated for no reason.

So I started measuring. I started checking labels. And what I noticed was that this one macronutrient was way too low most days.

Now, I build my meals around it.

And it turns out I’m not the only one making this shift. 

How Americans’ protein habits are continuing to change

This isn’t exactly breaking news. The protein push has been quietly bulking up for a while now.

According to the 2024 IFIC Food and Health Survey, the number of Americans who say they’re actively trying to consume more protein has jumped from 59% in 2022 to 71% in 2024.

That’s a huge increase. And it tracks with what you’re seeing in grocery aisles, TikTok meal prep videos, and even high-end wellness brands. Everyone is leaning into protein — not just for muscle, but for energy, satiety, and overall health.

“Protein isn’t just for bodybuilders, it’s for everyone…protein helps repair cells, build connective tissue, and strengthen immune cells,” Dr. Rupy Aujla told Business Insider.

Aujla also points out that official protein guidelines are "set far too low" and most of us are falling short without even realizing it.

But...not everyone agrees.

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Some health experts say Americans already get plenty of protein and should focus more on fiber and vegetables. Others caution that too much protein can displace other important nutrients.

No matter what the experts say, I can only speak from my own experience, and I’ve personally felt a noticeable difference from eating more protein. I’m more energized, I stay full longer, and my workouts and recovery have improved.

Let’s just say the protein gains are gaining...and I’m not mad about it.

If you’re protein-curious, the good news is it’s easy to level up. Simple swaps like plain Greek yogurt instead of sugary yogurt, adding eggs or turkey to breakfast, or doubling the beans in your salad can make a big difference.

And now that brands are paying attention, it’s easier than ever to find higher-protein options in every category.

Food brands are cashing in on the protein boom

The consumer shift hasn’t gone unnoticed. High-protein products are everywhere in 2025, from protein-enriched pastas and pancake mixes to bars, drinks, and even pizza crusts.

It’s not just a health store trend anymore; mainstream grocery shelves are packed with options aimed at helping shoppers get more protein without overhauling their diets.

Catalina Crunch Cereal (a personal fave), Ripple Protein Milk, and Egglife Wraps are all built around high-protein claims. Even restaurant chains are getting in on it: Sweetgreen lets you double your protein, and Starbucks has quietly added more egg and cheese-heavy breakfast items to meet demand.

And it’s not just niche — this is a huge market that’s expected to significantly expand. According to Technavio, the global protein market is projected to grow by $50.2 billion between 2024 and 2028.

The Associated Press summed it up perfectly in a recent article: the "proteinization" of food is here to stay. High-protein offerings have expanded far beyond gyms and specialty stores, becoming a staple in everyday products as more consumers prioritize fullness, energy, and long-term health.

Protein isn’t just for macro trackers and gym bros anymore. It’s gone fully mainstream.

Because it's good news if something as simple as adding a few more grams to your meals can help you feel more full, support your workouts, and keep your energy up.

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