Have you had your protein coffee yet today and chased it down with your protein cereal? Packed your afternoon protein bar and prepped your nightly cottage cheese infused chicken? If so, chances are high that you are American.
Americans are increasingly prioritizing protein in their diets, with more than half of adults seeking to add more of it, according to the Circana Report on Eating Patterns in America. The number of people prioritizing protein is up 7% from last year, and experts attribute the increased use of GLP-1s, which slow users' appetites.
GLP-1 usage has increased significantly, with 8.5 percent of adults currently using them, up from 4.8 percent last year.
Less overall food consumption leads to advice about making sure you have enough protein to protect muscle while losing fat. Not coincidentally, 65 percent of GLP-1 users in survey say they're now seeking more protein.
The advice has led to a trend known as "protein-maxxing," and it turns out we're very into it here in the U.S.
The food industry has responded to the demand for protein-dense meals, with 12 percent of commercial foodservice meals now labeled as "high protein," a trend that is growing year over year. As our preference for protein evolves, so is the amount of time we're dedicating to cooking and preparing food at home.
The report found, "half of all meals now take less than five minutes to prepare, a share that has climbed since 2021. This includes 65% of breakfasts, 56% of lunches, and 35% of dinners. As the return-to-office movement continues, half of Americans eat breakfast away from home before 9 a.m., and early breakfasts are steadily growing. At home, convenience remains a strong driver, with frozen dinners and entrées now accounting for close to 5% of in-home occasions, up from less than 1% in the 1980s. Snacking patterns are shifting too, with consumers snacking less between meals and more during or instead of a meal, up 11 occasions versus last year."
"Americans' eating and drinking patterns continue to evolve as they balance nutrition, convenience, cost, and connection," said David Portalatin, senior vice president and food and foodservice industry advisor for Circana. "This year's report spotlights protein and convenience as two important themes within a much broader set of shifts influencing how and where people eat and drink. While away-from-home occasions continue to rebound, home remains the foundation of America's food culture."
But doctors warn there's a dark cloud in the silver lining of weight loss and gaining muscle.
Many Americans are neglecting fiber in their diets, consuming nearly double the recommended amount of protein but less than half the recommended amount of fiber.
Circana notes that while food manufacturers and commercial foodservice operations have aggressively capitalized on protein trends by labeling 12% of meals as "high protein" to match demand, high-fiber convenient options are still catching up.
Essentially, Americans want protein and convenience, but experts say filling up with fiber and nutrient dense foods like whole fruits and oats needs to remain a central facet of any healthy diet.
"To help customers better understand the types and functions of fibers, brands can use their packaging and supporting marketing and merchandising resources to explain their products’ attributes and benefits. By not communicating clearly, brands risk negative experiences and longer-term reputation damage from dissatisfied consumers who experience unwanted effects from overconsumption," Circana found.
