Protein is increasingly recognized as a key nutrient, not only for muscle repair but also for satiety, energy, and longevity. Cargill's 2025 Protein Profile indicates that 61 percent of consumers are increasing their protein intake. Additionally, more than half check protein labels, and 62 percent of parents are willing to invest more in protein-rich foods. This shift reflects a growing trend where protein is now viewed as essential for overall health, similar to previous dietary trends emphasizing low fat or low carb.
Protein has entered its influencer era, marketed not just for muscle repair but as a solution for satiety, energy, and the elusive goal of longevity.
According to Cargill's 2025 Protein Profile, 61 percent of consumers report increasing their protein intake, an increase from 48 percent in 2019.
More than half of consumers are actively checking protein counts on nutritional labels, with 62 percent of parents willing to pay more for protein-rich foods.
Protein has been rebranded as an essential nutrient that promotes not only muscle health but also weight loss and healthy aging, akin to a 'fountain of youth'.
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