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Protein Demand Soars as GLP-1 Users Drive 'Protein-Maxxing' Trend
Confirmed
In Short: Americans are increasingly prioritizing protein in their diets, driven by the growing use of GLP-1 drugs, according to new reports.
Proteins are now the second most sought-after ingredient in American diets, behind vegetables, as consumers look to improve their health through functional ingredients like fiber or adaptogens.
The trend, known as 'protein-maxxing,' is being fueled by the rising use of GLP-1 drugs, which help manage appetite and support muscle mass, with 65 percent of consumers now seeking more protein.
According to reports, the demand for protein is not slowing down, suggesting that it may become a central part of healthy eating perceptions, despite some concerns about neglecting other dietary aspects like fiber.
The use of GLP-1 drugs has surged, with 8.5 percent of adults now using them, up from 4.8 percent last year, contributing to the current protein craze.
What's confirmed
What's still developing
- Growing use of GLP-1s is expected to only increase the demand for protein, according to Innova.
- The ingredient can help support muscle mass for those on GLP-1s and has been touted to provide a wide variety of benefits from gut health to boosting sports performance.
- Protein seems to be the biggest nutritional priority for many Americans, as nearly half of all adults say they wish to add more to their diets, according to Circana’s Eating Patterns in America report.
- Increased use of GLP-1s fueled current protein craze, report finds Increased use of GLP-1s fueled current protein craze, report finds Americans’ need for protein — amid “protein-maxxing” trends — appears to be here to stay.
- The increased use of GLP-1s across America appears to be partially to blame for the protein craze, which has become a trend known online as “protein-maxxing.” The drugs slow GLP-1 users’ appetites, but focusing on protein helps patients maintain muscle mass as they lose weight.
- But the greater focus on protein has left many Americans neglecting other important aspects of their diet — namely, fiber.