It’s safe to say that protein has become the darling of the American diet, and food brands have taken notice. From bars and shakes to high-protein versions of everyday foods like bread, yogurts and pastas, it seems everything on grocery shelves is packing a protein punch. And the data reflects it: according to the National Health and Nutrition Examination Survey, most American adults consume around 80 grams of protein per day, which is about 16% of their daily calories. This is roughly double the recommended amount of protein for healthy adults.
Brands have seized this obsession, turning it into a powerful selling point. Protein is being positioned as a must-have nutrient for fitness enthusiasts, busy professionals, and the elderly. The narrative is clear: more protein equals better health and performance.
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